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MIDDLE EAST – Diyafa Holding signs franchise agreement for GCC countries

MANAMA, Bahrain – Diyafa Holding, a wholly owned subsidiary of Global Banking Corporation (GBCorp), has signed a master franchise agreement with Einstein Kaffee, a leading Café chain from Berlin, covering the six GCC countries.

The agreement is a strategic move aimed at strengthening Diyafa Holding’s diversified hospitality portfolio and opening up new business opportunities in the fast-growing, food and beverage industry.

Dr Zakaria Hejres, chairman of Diyafa Holdings said: “Einstein Kaffee is a global premium brand with a unique Café concept and our franchising agreement is yet another step forward towards our drive in seeking niche opportunities, even in challenging market conditions.

The first café will be launched in Bahrain and will offer a combination of the American ‘take away’ spirit with a cosy Viennese ‘Kaffeehaus’ atmosphere.

“This will enable us to take advantage of the significant growth potential of the hospitality market and to further add value to Bahrain’s tourism sector. The next step will be to take the brand across the GCC via partners in each country.”

Nadine Muller, managing director of Einstein Kaffee said: “A strong business focus of Diyafa Holding as a quality-oriented company perfectly matches our own business philosophy, which is why we are very excited with this new venture that will result in a successful partnership.

Einstein Kaffee is a local as well as global concept and we endeavour to bring the world to Berlin, as much as we want to carry a piece of Berlin into the world.”

“Bahrain presents a very attractive business environment and a fast growing tourism sector, and we are pleased to have our first shop here. We also find it to be an ideal gateway to the region and intend to set up a hub in Bahrain to service the GCC and the wider Middle East region” she added.

Source:TradeArabia News Service