The deal replaces a previous agreement between Paris Baguette parent company SPC Group and another UAE-based licensee first announced more than 18 months ago
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Amer Al Ahbabi, CEO of Samaya Food (centre left), and Dato’ Sydney Quays, CEO of Berjaya Food (centre right) | Photo credit: Samaya Food Investment
Berjaya Food has signed a memorandum of understanding (MoU) with Abu Dhabi-based Samaya Food Investments L.L.C to bring South Korean bakery-café chain Paris Baguette to the UAE.
In a press release, Kuala Lumpur-based Berjaya Food said launching Paris Baguette in the ‘vibrant and cosmopolitan’ UAE market will cater to rising consumer demand for premium café experiences in the country and strengthen global recognition of the Paris Baguette brand.
“We are excited to collaborate with Samaya Food Investments to bring Paris Baguette’s distinctive offerings to the UAE. This new partnership in the UAE marks a pivotal step as we extend our footprint beyond the Association of Southeast Asian Nations (ASEAN) and venture into the dynamic Middle Eastern market,” said Dato’ Sydney Quays, CEO, Berjaya Food.
Berjaya Food has been a Paris Baguette franchisee since June 2022 and currently operates 15 licensed outlets across Malaysia and the Philippines. The franchise group, which also operates a 400-store licensed Starbucks business in Malaysia, has been laying the groundwork to scale its Paris Baguette franchise over the next 12 months with additional deals to launch the premium chain in Brunei and Thailand.
Launched in 1988, Paris Baguette is the flagship brand of the South Korean conglomerate SPC Group. The bakery-café chain currently has 3,750 stores in its home market and more than 550 outlets across 11 international markets, primarily in East Asia and the US.
SPC Group first announced plans to expand across 12 Middle East markets as part of a joint venture with UAE-based Galadari Brothers in October 2023. However, a Samaya Food spokesperson told World Coffee Portal that the agreement is no longer in effect and that franchise rights in the UAE now lie with Berjaya Food and Samaya Food.
Samaya Food is the F&B division of Emirati holding group Samaya, which also has interests in real estate investment. Samaya Food has an existing relationship with Berjaya Food as the master franchisee of its Kenny Rogers Roasters fast-food chain in the UAE and Saudi Arabia.