Russo's NYC Pizzeria, which opened its first Middle East outlet in Dubai in March 2013, is back at Gulfood to find more partners across the GCC and promote a new product launch.
Speaking to Caterer Middle East, Russo's NYC Pizzeria CEO and founder Anthony Russo said: "We didn’t see anything like Russo’s in the UAE, so we decided to launch here. Russo’s selects all the ingredients and make it fresh in each location with recipes from the 1940s."
He said after finding success with opening three locations since last year in Dubai, Abu Dhabi and Sharjah, the brand is looking to other countries in the GCC. "Our plans are to develop the areas, with opportunities in Kuwait, Qatar, Doha and Riyadh."
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Russo revealed that this year, the brand will open a branch in Bahrain as well as one in Riyadh, Saudi Arabia. The former will be the first Russo's Coal-Fired Italian Kitchen in the region, and will be licensed.
Explaining the concept, Russo said it was an upmarket version of the NYC Pizzeria brand, and will be located in a double-storey free-standing villa with the bar upstairs and restaurant on the ground floor. This will also mark the first time Russo's will have a licensed outlet in the region.
Russo's international franchise development manager Suzanne Boyadjian said Riyadh will open the regular NYC Pizzeria version, with plans to open ten branches in Saudi Arabia over the next five years.
The brand is also using Gulfood to launch its gluten-free frozen pizza, which has been succesful in the USA. Boyadjian said more people are becoming aware of the gluten-free concept and it has been very popular in the UAE resturants. This was why the decision was taken to launch the frozen product into supermarkets here.
She said: "We want to take a step forward and introduce this in the region." They are looking to target hotels, catering services, and schools.
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