Pancake House heads for Dubai

Philippines-based Max’s Group has signed a contract to launch Pancake House in Dubai.

The QSR and cafe operator will open at least eight Pancake House restaurants in the UAE in partnership with master franchisee Lulu Group.

Max’s Group is the Philippines’ largest operator of fast food and QSR restaurants, and this week’s deal is one of several to expand into the fast growing Middle East market. Max’s other brands include Max’s Restaurant, Yellow Cab, Krispy Kreme, Jamba Juice, Max’s Corner Bakery, Teriyaki Boy, Dencio’s, Meranti, Le Coeur De France, Maple, Kabisera, Singkit and Sizzlin’ Steak.

The first eight Pancake House stores will open progressively over the next five years.

“We are pleased with the opportunity to further broaden our reach in the UAE this time around for Pancake House. We are excited with our partnership with Lulu Group, an established retailer with a storied and rich history of success, to serve our products to the Emiratis,” said Max’s Group president and CEO Robert Trota.

Lulu Group will operate the Pancake House restaurants under its Tablez Food subsidiary, which already has a strong portfolio of restaurants, cafes and ice cream stores in the UAE and India.

“At Tablez we have always believed in bringing in unique brands from around the world in the evolving and highly competitive food and beverage sector in the gulf region,” said CEO Shafeena Yusuff Ali.

“I am excited that UAE and the gulf region is home to a large Filipino community and a brand like Pancake House will be a big hit and also gives us a chance to present this brand to other diverse nationalities residing here.”

Max’s Group has previously said it wants to open at least 200 stores outside the Philippines by 2020.