Max’s Group introduces new restaurant concept store in UAE, Qatar
Max’s Group Inc. of the Fuentebella-Trota group is targeting a new segment of the market with the launch of 13 Max’s All About Chicken stores in the United Arab Emirates and Qatar in the next five years.
In a statement, Max’s said this would be in joint venture with long-standing partner, Landmark Food Ltd., the food and beverage unit of Landmark Group, one of the largest and most successful retailers in the MENA region with market leading brands in apparel, furnishings, electronics and leisure.
The deal was finalized after a successful pilot run of the store concept in Deira City Center in Dubai.
Designed to operate in food courts, Max’s All About Chicken offers a variety of international chicken flavors such as Tandoori, barbeque, lemongrass.
The brand’s first full concept store, located in Dubai’s Ibn Battuta Mall, will open its doors to the public next month.
“ This concept puts a spotlight on favorite chicken dishes the world over, and it allows us to pay homage to the well-loved recipe of the Max’s sarap-to-the-bones fried chicken, while showcasing it alongside other popular international char-grilled chicken flavors that diners of various nationalities enjoy. MGI has always been about building loved brands, and with this new concept, we will be able to offer a variety of fresh and tasty chicken dishes to our guests at an affordable price and in a fast, easy, and convenient location,” said Robert F. Trota, president and CEO of Max’s Group.
Max’s Group and Foodmark first signed a development agreement in 2011 and are now operating eight Max’s restaurants across UAE, Qatar, and Kuwait.