Sense Gourmet to open Figaros Pizza chain in Middle East

The first five outlets are expected to open in March 2007 and will be in Abu Dhabi (2), Dubai (2) with one in Sharjah. Figaros will later be rolled out in Kuwait, Saudi Arabia, Qatar, Oman, Bahrain, Egypt and Lebanon.

It is expected that the Figaros chain in the Middle East will employ at least 600 staff.

Foodco Holding's Managing Director Mr Ahmed bin Ali Khalfan Al Dhahry says the decision to invest in the Figaros franchise follows careful planning and research into the pizza market.

"Our studies showed there is an unfilled niche in the Middle East for high quality products, especially for fresh pizzas that people can take home and bake for themselves. Figaros has a long established track record in this field and is the brand that fits closest with our core values of wanting to provide high quality food experiences," he said.

Figaros prides itself on the quality of its products, using a special blend of only 100 percent real cheese, freshly prepared dough and fresh vegetables and meats. To reinforce their freshness Figaros has adopted the slogan "Flavors That Sing".

It also pioneered the "take and bake" concept in the US in 1981, originally selling only fresh pizzas for people to take home to bake themselves. To meet customer demand, Figaros added ovens to its stores in 1991 and now operates as a full service restaurant chain with 100 outlets across the US and Canada selling pizzas, lasagne, calzone, chicken wings and bread sticks, partnered with Pepsi. It is still the only pizza chain in the US that provides the "take and bake" option, as well as eat-in food or cooked takeaways.

The master franchising agreement signed with Sense Gourmet will see the Figaros name appear outside North America for the first time.
Sense Gourmet was set up as a subsidiary of Foodco Holding to expand into catering, restaurant franchise and other retail operations in the hospitality sector.

The company was formed with a specific purpose of establishing high-potential restaurants across GCC countries in partnership with renowned restaurant operators as well as catering services.

The company has paid up capital of AED 33 million.