Americana Restaurants Franchises Peet’s Coffee, Bringing Hand-Crafted Coffee To GCC.

Americana Restaurants, the leading F&B platform and one of the largest multi-brand restaurant operators in the Middle East & North Africa (“MENA”) region, has signed an exclusive master franchise agreement with Peet’s Coffee (“Peet’s”), the U.S. subsidiary of JDE Peet’s (EURONEXT: JDEP), the world’s largest pure-play coffee and tea company by revenue.

Americana Restaurants will introduce the Peet’s brand in its Gulf Cooperation Council (GCC) regions, creating a tremendous new potential for both parties to capitalise on the region’s burgeoning coffee industry. This partnership is designed to meet the expanding demand for quality coffee experiences in the regional markets served by Americana Restaurants.

Peet’s is one of the most popular coffee companies in the United States, having introduced premium coffee to North America in 1966 and operating more than 370 coffee bar locations in the United States and China. Peet’s commitment to making the ideal cup of coffee is ingrained in every stage of their process, from collaborating with more than 59,000 small coffee farmers worldwide to hand-roasting. Peet’s selects coffee beans from the world’s finest producing areas in a manner that respects farmers, the environment, and the importance of communities.

The exclusive Master Franchise Agreement is intended to harness Americana Restaurants’ in-depth knowledge of the MENA consumer environment and Peet’s coffee expertise to provide outstanding customer experiences.

Commenting on the exclusive Master Franchise Agreement, Amarpal Sandhu, CEO of Americana Restaurants, said, “Peet’s dedication to the craft of coffee is remarkable, and we are thrilled to be expanding our much-loved brand portfolio with a partner who embodies the same standards of excellence and passion for delighting their customers. This addition to our coffee offering is consistent with our strategic aim of grabbing market share in a fast expanding area within the region, as we continue to expand our store base and diversify our food and beverage offerings.”

President of Peet’s Eric Lauterbach said, “We are thrilled to have Americana Restaurants as our trusted operational partner in our mission to provide better coffee to more coffee enthusiasts in the rapidly expanding GCC markets.”

In the fourth quarter of 2022, Americana Restaurants will open Peet’s first Middle Eastern location in the UAE.