Max’s Group bringing Sizzlin’ Steak to UAE

MANILA, Philippines – Treading the same path as Yellow Cab Pizza, Sizzlin’ Steak, another franchise of casual restaurant operator Max’s Group Incorporated (MGI), will make its way to the United Arab Emirates (UAE).

In a disclosure to the Philippine Stock Exchange (PSE) on Monday, September 18, MGI said it has “partnered with Kasamar Holdings to build 7 Sizzlin’ Steak outlets in the UAE over the next 5 years.”

“We are witnessing the emergence of Sizzlin’ Steak as a global mainstream brand. At the same time, we are pleased with our partnership with Kasamar Holdings to introduce our hot plate concept to the UAE,” said MGI president and chief executive officer Robert Trota in a statement.

Kasamar Holdings is a family-led enterprise based in Abu Dhabi. It is engaged primarily in private equity and venture, real estate, and public securities. It also operates one of the largest private healthcare providers in the UAE and is involved in the distribution and retail of medical equipment.

The group plans to build a portfolio of established food brands to cater mainly to the local market.

“We look forward to launching our first shop in the UAE by early next year with the intent to accelerate rollout in the long-term. I am confident the brand will be positively received by the local community due to its mainstream appeal,” said Kasamar Holdings director Mo Bississo.

The deal is the 4th development contract signed by MGI for the year, which adds up to a pipeline of more than 130 stores slated to open in the coming years.

Its popular pizza franchise Yellow Cab Pizza is already in the UAE, and will also be brought to Malaysia and Brunei.

MGI is the largest operator in the Philippine casual dining segment.

Aside from Yellow Cab Pizza and Sizzlin’ Steak, MGI’s other brands include Max’s Restaurant, Pancake House, Krispy Kreme, Jamba Juice, Max’s Corner Bakery, Teriyaki Boy, Dencio’s, Meranti, Maple, Kabisera, Le Coeur de France, and Singkit. – Rappler.com