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Today, North America’s largest takeaway kitchen, logistics and proximity hub operator REEF and the Middle East’s largest food and beverage operator Americana Group (Americana) announced a joint venture to open a cloud kitchen, which will operate REEF, third-party brands in the United States and the entire Middle East and North Africa .
“As REEF continues its international expansion, this highly strategic partnership is a milestone, and it will become a model for our ecosystem to provide rich market support content to new locations in an unprecedented manner and speed.” Said Ramez Shehadi, REEF International President and Chief Growth Officer. “We look forward to developing this relationship and replicating it to many priority markets in the near future.”
At the same time, it builds its infrastructure on the basis of the recently announced Middle East acquisition. The joint venture will strengthen and accelerate the rapid global expansion of REEF through Americana’s comprehensive real estate investment portfolio and an end-to-end value chain across the region.
“Food technology is an exciting field that provides great opportunities to expand our customer base. We are very happy to cooperate with REEF. With the continuous development of technology and ordering trends, we believe that this cooperation will bring long-term Synergies and benefits.” said Amarpal Sandhu, CEO of Americana Restaurants.
In November 2021, REEF acquired iKcon Restaurant LLC, a cloud kitchen company in the UAE, which marked the Miami-based company’s first major transaction in the region. In 2020, Mubadala Capital, a wholly-owned asset management subsidiary of Mubadala Investment Company, together with SoftBank, Oaktree Capital Management, UBS Asset Management and Target Global, jointly led the US$700 million financing of REEF.
REEF has a neighboring ecosystem of more than 8,000 locations and a team of more than 18,000 team members. The company entered the Middle East in August 2021. So far, the company has collaborated with a number of international brands to bring its cloud kitchen concept to the local community, including Dubai’s MrBeast Burger and REEF’s global launch of Another Wing in collaboration with DJ Khaled, and at the same time opening 165 stores on three continents.
“By uniting the region’s largest and most established restaurant operator with REEF’s culinary ecosystem, this partnership will make some of the most popular brands in the Middle East and North Africa more convenient,” said Michael Beacham, president of REEF Kitchens . “Americana is known for its outstanding operations and strong commitment to quality. We look forward to establishing lasting partnerships and working together to help shape the future of the industry.”
Americana Group has exclusive franchise rights to manage and operate more than 1,950 restaurants in 13 markets in the Middle East. These restaurants represent some of the world’s leading catering brands, including KFC, Pizza Hut, Hardy, Krispy Kreme, Wimpy, TGI Fridays, etc., North Africa and CIS.
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