Gourmet date confectionery brand Bateel has launched the first of several five-star cafés it plans to operate in Dubai.
Three of Bateel's The Café concepts are already serving customers in residential and business locations around the city and the company is now aiming to open a string of outlets across the region.
Adding to the existing The Café portfolio, which includes venues at Souq Al Manzil at the Old Town Burj Dubai, Dubai International Financial Centre and, most recently, Marina Walk at Dubai Marina, the company said it would add 15 cafés in the next 12 months.
General manager Ata Atmar said the franchise would follow in the footsteps of Bateel's international network of gourmet stores, with openings at Dubai Mall and Dubai Festival City later this year and in 2009 at the 9712 Mall in Abu Dhabi, and in Saudi Arabia.
"We know that the café market is hugely competitive but we also view it as very fragmented, with no strongly-branded, ‘home-grown' concept," said Atmar.
The franchises for the brand will be available to new and existing Bateel franchisees from next year.
"The concept offers the quality of a five-star hotel but the value and convenience of a coffee shop, with great service and a healthy menu for all-day-dining," said business development manager at Bateel, Alfred Hunter.
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