Americana Restaurants, the leading F&B platform and one of the largest multi-brand restaurant operators in the Middle East & North Africa region, has announced the opening of the first location in the Middle East for coffee pioneer Peet’s Coffee in the Fashion Avenue in Dubai Mall.
The opening comes on the heels of an exclusive master franchise agreement between Americana Restaurants and Peet’s Coffee, part of JDE Peet’s, the world’s leading pure-play coffee and tea company by revenue. The collaboration will leverage Americana Restaurants’ deep understanding of the MENA consumer ecosystem, along with Peet’s coffee expertise, to provide customers with superior experiences.
From its birthplace in California, Peet’s revolutionized the U.S. coffee industry, pioneering the specialty coffee movement in 1966. Since then, Peet’s has become known for its bold rich flavor and commitment to quality. Peet’s chooses the highest quality beans from around the world; then it expertly roasts them in California to exacting standards. All Peet’s coffee is verified as 100% sustainably sourced, per Enveritas standards, ensuring the coffee is grown in a way that honors farmers, respects the environment, and recognizes the role of communities. Peet’s now operates 370 coffee bars across the U.S. and China where expertly trained baristas hand craft each cup served to you.
The Peet’s Coffee flagship store located in The Dubai Mall will feature a Discovery Bar where guests can take a personalised coffee journey and experience Peet’s signature blend of coffees. Each Peet’s Coffee store will feature a Discovery Bar that invites patrons to take a personalised coffee journey through custom cups, tasting flights and full sensory, experience courses led by their baristas. To ensure the highest standards all coffees sold or served are within 28 days of roasting ensuring peak aroma and flavour. The coffees served range from an array of signature beverages that include Cortado to The Black Tie sourced by the Peet’s team and include Major Dickason, Big Bang, Ethiopian Fancy, French Roast, Espresso Forte, and many more.
Peet’s Coffee at The Dubai Mall serves guests a wide selection of drinks that range from a classic Americano to the intriguing Churro Latte, for the adventurous caffeine addict. The venue welcomes guests to a bright open space that is an amalgamation of cozy yet sleek architecture with wooden panels contrasted with cream interiors. For those looking for a quick bite to eat, Peet’s Coffee serves delectable options that include Artisanal Four Cheese, Beef Bresaola Italian Style, and Grilled Halloumi & Olive Tapenade sandwiches to name a few, as well as sweet local favorites such as the decadent Saffron and Pistachio Milk Cakes.
Commenting on the launch of Peet’s in The Dubai Mall, Amarpal Sandhu, CEO of Americana Restaurants, said: “We are delighted to launch Peet’s in the GCC where the love of coffee is shared by millions of consumers. Peet’s devotion to the art and science of brewing the most flavorful cup of coffee is exceptional, and we are excited to expand the brand to new GCC markets this year.”
Eric Lauterbach, President of Peet’s, commented: “We are excited to have Americana Restaurants as our trusted operating partner in our quest to bring better coffee to more coffee lovers in the fast-growing GCC markets.”