News

Nestle’s café concept slated for Middle East expansion

December 8, 2010

Nestle Toll House Café by Chip, a bakery and dessert bar, has signed a master franchise agreement with Emad Al Aboud Group to develop a minimum of 47 units throughout Saudi Arabia within the next 10 years.

Additionally, earlier this week, Nestle signed another master franchise agreement with Royal Food Services Company to develop units in Kuwait, UAE and Jordan. The agreement awards the company an opportunity to open a minimum of 48 cafes throughout the three countries within the next 10 years.

Ziad Dalal, founder and CEO of Crest Foods, and franchisor of Nestle Toll House Café by Chip, is leading the growth plan throughout the Middle East.

Emad Al Aboud Group specializes in amusement parks and attractions, as well as indoor/outdoor restaurants, including Chuck E. Cheese units.

“We have many potential sites for our flagship location already,” said Mohamed Aziz, general manager for the group. “The first two locations are planned for key shopping destinations in the region and development of cafes will be followed up with placement in airports, hospitals and clubs.”

Alissar Elbaba Lugg, of Royal Food Services Company, is also looking forward to working with Nestle Toll House Café by Chip, especially Ziad Dalal and the management team. Royal Food Services Company is an integrated food services solution provider that operates with restaurant management, franchises, food imports, food preparation and catering.

“The company intends on bringing premium food franchises to the Middle East. With the first franchise outlet set to open its door in the second quarter of 2011, Royal Food Services Company plans to open over 20 outlets during the next five years,” Lugg said.

Nestle’s café concept has been around since 2000. There are 93 locations in 24 states, and two new international locations in Lebanon.

The café features fresh-baked confections and premium dessert coffees. Menu items also include Nestle Toll House cookies, personalized cookie cakes, brownies and made-to-order ice cream sandwiches, as well as sandwiches, salads and smoothies.