MAX’S GROUP, Inc. (MGI) is launching a new quick service restaurant (QSR) concept featuring international chicken flavors in the United Arab Emirates (UAE) and Qatar, as it aims to appeal to a wider customer base.
In a statement, the listed casual dining restaurant operator said it signed a development deal with Landmark Food Limited (Foodmark) to open 13 Max’s All About Chicken in the two Middle Eastern countries in the next five years.
MGI and Foodmark currently operate eight Max’s Restaurants in the UAE, Qatar and Kuwait. Foodmark is the food and beverage division of Landmark Group, described as one of the biggest retailer in the Middle East and North Africa region.
MGI said they decided to pursue the expansion of Max’s All About Chicken after a trial run for the concept store at Deira City Center in Dubai proved to be successful.
Max’s All About Chicken’s menu will feature chicken flavors such as lemongrass, Tandoori, barbeque, ranch, as well as Max’s iconic fried chicken. It is designed to be operated in food courts.
MGI said it will open the first full store for Max’s All About Chicken at Ibn Battuta Mall in Dubai.
“This concept puts a spotlight on favorite chicken dishes the world over… 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,” MGI President and CEO Robert F. Trota was quoted as saying in a statement.
MGI’s deal with Foodmark is the company’s sixth development agreement signed this year.
The company has been aggressive in expanding overseas, as it targets to have 200 international stores by 2020.
In September, MGI inked a development agreement with Alibin to open a Max’s Restaurant in the capital of the Canadian province of Manitoba by 2018. It also partnered with Kasamar Holdings to develop five stores under its Sizzlin’ Steak brand in the UAE.
For the first nine months of the year, MGI’s attributable profit increased 8% to P419 million, on the back of an 11% rise in revenues to P9.04 billion.
Shares in MGI were unchanged at P18.20 each on Monday. — Anna Gabriela A. Mogato