US fast food brand eyes UAE expansion

Steak Escape set to open 10 new outlets across Dubai, Abu Dhabi over next three years
By Andy Sambidge
Fri 08 Feb 2013 09:43 AM

Steak Escape, the US-based fast food chain, is set to expand its footprint in UAE.

HMS Steak Limited plans to open 10 new Steak Escape outlets across Dubai and Abu Dhabi over the next three years.

The food brand launched its Dubai operations last year but sees growth across the UAE, it said in a statement.

Serving the Philadelphia style 'Philly' Cheesesteak sandwiches, Steak Escape serves 100 percent halal meat and vegetarian options.

Ibrahim Shallal, director, HMS Steak Limited, said: "The UAE's diverse cultural mix provides us the unique opportunity to promote Steak Escape's rich history of 'Philly' style food while adapting our offering to the region's epicurean traditions.

"In this context, the reception of the Steak Escape concept in this region has made us quite positive about the future.

"Our expansion plans are only the foundation of the growth we expect for the brand, as it begins to redefine the concept of freshly prepared, convenient, quality food-on-the-go."

HMS Steak Limited has signed a master franchise agreement with Escape Enterprises to bring Steak Escape to the UAE and Iraq.

This agreement allows for a combination of corporate and franchise owned stores supporting each other within an extended network.

Founded in 1982, Steak Escape now has more than 80 restaurants in the US and Mexico.

With outlets already in Saudi Arabia and the UAE, the brand will soon be launching operations in Iraq.

Shallal added: "Our goal is to do it right and to do it better than anyone else."

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