Delicious Inc. and Baraka Retail Group (BRG) announced a new partnership that will see the BRG group expand its portfolio into the Food and Beverage (F&B) sector and would see Cilantro Cafe expand further in malls all over Egypt. This promising partnership will provide mutual expansion opportunities for both parties.
The first store in this partnership opened in Cairo Festival City Mall “CFC” in Dec 2019 with the new enhanced Cilantro experience reflected in a modern store with a trendy, cosy yet elegant interior which caters to the needs of Cilantro’s various customer profiles. The new experience also offers an innovatively engineered menu that caters to the different customer preferences with a special focus on fresh and natural items as well as many options for indulgence. And at the heart of this experience is Cilantro’s well-known hospitality and outstanding service delivered by its smiling and experienced team. This new experience was developed to coincide with Cilantro Cafe’s 20th Anniversary in 2020.
About Delicious Inc
Cilantro is the leading Egyptian modern coffeeshop chain founded in 2000. It’s first branch opened in Zamalek and led the transformation of the coffeeshop scene in Egypt. In October 2016, Delicious Inc. (owner of Cilantro) was acquired by a group of investors represented by Transcendium LLC. Today Cilantro has the widest branch coverage across Egypt with 80+ point of sales out of which 35% are located outside of greater Cairo. Cilantro can be found on Egypt’s main streets, in malls, universities, schools, office buildings and in seasonal stores all over the North coast. Cilantro also is a leading caterer in Egypt’s main exhibitions and events. Cilantro proudly serves more than 4,000,000 customers annually.
About Baraka Retail Group
Baraka Retail Group, fully operates in various divisions, including; the optics division (Baraka Optics, C&Co, and JOOJ), the furniture division (Madar), the jewelry division (Bvlgari), and the concept store (B84). In the fashion division, Baraka Retail Group has joint ventures with Apparel Group UAE to include the following brands: Inglot, Beverly Hills Polo Club, Naturalizer, New Balance, and Athletes co. Baraka Retail Group operates the fashion brand Tiyi, through its joint venture with Bishara Group. BRG has also officially launched fashion line called Mellow, which is a fast fashion Moroccan brand operating in Morocco, Tunis, Algeria, UAE, Lebanon, and Kuwait. The Group is financially based in DIFC, logistically in DMCC, and operationally based in Egypt. Baraka Retail Group fully operates and possesses partnerships and joint ventures in 7 different divisions, with 20 brands and across 120+ stores in 4 different markets.
