The UAE-born Independent Food Company behind Salt, Parkers and Public has signed a deal to take Joe & The Juice to Saudi Arabia.
It is the first international name that the group has taken on since creating its own homegrown restaurants Salt, Public, Parkers and Somewhere in UAE and KSA.
Health-conscious Danish chain Joe & The Juice has only just moved into the UAE market. The franchise agreement will drive the opening of 100 stores in KSA in the next ten years.
Deem AlBassam, managing director at The Independent Food Company, said: “There is immense love for the brand already, and it is very well established on a global scale. Joe & The Juice is arriving in the market at an opportune time as trends have seen a continuous rise in healthy products and beverages.
“This is the first international collaboration for us. We have put our trust in a recognised and respected brand because we love to introduce new and exciting concepts into the market. Fast and healthy options, or a hot cup of coffee following a sandwich and salad… It is a great tasting healthy menu packed with flavour and variety. We can’t wait to develop 100 stores within the next 10 years across the Kingdom with our new partners.”
Kaspar Basse, Joe & The Juice founder, added: “We are on a mission to change how people perceive healthy food and drinks. This sits at the core of our soul’s mission. Everyone thinks healthy food is bland and boring, and we continue to prove them wrong with our menu. We are thrilled to have partnered with The Independent Food Company, which also understands food and the soul of every brand.
“Not only is the KSA market a great move for us within the Gulf and the Middle East but partnering with them will help us establish an important foothold in one of the fastest-growing markets. They are the experts in food, markets, and brands… Who hasn’t heard of Salt? It caused quite the international noise. F&B is their game and we trust this journey with them. The current growth plan includes four branches in the first year, seven in the second, and ten in the third year… Then we take it forward some more.”
