US-based Greek restaurant brand debuts in Dubai

Landmark Group announces opening of first GRK Fresh Greek restaurant outside the US, four more to follow by end-2016
US-based Greek restaurant brand debuts in Dubai
By Staff writer
Fri 20 Nov 2015 10:05 AM

Landmark Group, the UAE-based retail and hospitality conglomerate, has launched the first GRK Fresh Greek restaurant outside the US at the recently opened City Centre Me’aisem in Dubai.

Foodmark, the food and beverage division of Landmark Group, has been working on the launch of the brand in the region over the last year after entering a master franchise development agreement to develop GRK Fresh Greek across the GCC.

Under the deal, the first five restaurants are expected to open across the UAE by the end of 2016.

First opened in New York in 2012, GRK has expanded to three stores in the US, with plans to extend to a further eight stores over the next 24 months.

The restaurant offers healthy Greek food with a menu of simple, fully customisable dishes including its signature Yeeros – a premium hand layered spit roasted meat, a statement said.

Vikram Noronha, COO of fast-casual concepts at Foodmark, said: “Through brands like GRK Fresh Greek we’re able to appeal to a broader customer base which is more discerning and demands higher quality, while still relying on the convenience provided by traditional quick service restaurants.

“From a strategic standpoint, this has allowed Landmark to diversify its restaurant offering to expand into a rapidly-growing restaurant segment and creating a wider variety of options in the market.”

Marino Stratigakis, director of operations GRK US, added: “We are thrilled to be in Dubai as part of our efforts to bring authentic Greek food to the world. Our expansion in this region is not just a new twist on sharwama or gyro; we are introducing Yeero, the way it is supposed to be served and pronounced.

“Consumers are increasingly demanding healthier, higher-quality fresh foods.  GRK offers the benefits of the Mediterranean diet through traditional Greek cooking in a fresh and fast casual setting."

GRK Fresh Greek in the UAE will introduce a new signature product unique to the region. The Bifteki is a traditional beef patty made with olive oil, spices and herbs. All vegetables served will be sourced locally, while a range of traditional Greek spices, meats and delicacies used as ingredients are imported from the US and Greece. 

Foodmark is the food and beverage division of Landmark Group, one of the largest and most successful retailers in the MENA region with market leading brands in apparel, furnishings, electronics and leisure.

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