Sharjah, United Arab Emirates, 17 August 2009: Syria’s favourite specialty coffee chain, Inhouse Coffee, a member of the Specialty Coffee American Association (SCAA) has opened its first outlet in the UAE in Sharjah’s Sahara Centre.
Operated by its UAE franchise partner, Lucre Holdings, the new Inhouse Coffee outlet will offer its signature trendy and vibrant ambiance, with lifestyle options like board games wireless Internet, satellite TV and a selection of unique drinks to its customers.
Inhouse Coffee opened its first store in Damascus in 2002 and was the first “western style” specialty coffee chain to open in Syria. The company has established a strong brand following in Syria and has a growing fan club. Its UAE franchise partner is Lucre Holdings, a Dubai-based business group with interests in hospitality, media and trading.
Mohammed Sear, CEO of Lucre Holdings, the master franchisee for Inhouse Coffee in UAE, said, “We are very pleased to introduce a new option for coffee lovers in the country. Don’t take our word for it – the proof is in the drinking. Our trendy and vibrant ambience, unique drinks such as “Brownie Frappin” and “Snickers Latte” offer a different experience to our guests. Inhouse Coffee is a brand that understands both the Arab and western cultures as the brand was developed in the west but has Arabic roots.”
The brand has generated a lot of interest in the UAE, as it is the first speciality coffee chain brand to offer the sub-franchise options. Lucre Holdings plans to establish around 25 outlets of Inhouse Coffee in the UAE, both directly and through sub-franchise agreements, in the course of the next 5 years.
The new outlet, reflecting the brand’s naturally refreshing tones, offers a broader menu than other speciality coffee chains, and includes ice teas, milkshakes and Turkish coffee in addition to the items sold in other coffee chains. It is also one of the few coffee chains offering both self service and table service.
“Franchising is an important programme for us to expand our chain across the region and eventually to the rest of the world,” said Mouayad Takidin, CEO of Inhouse Coffee International. “Our franchise partnership with Lucre Holdings is a significant milestone for us, as it has taken us one step closer to fulfilling our vision to becoming the No 1 regional brand. In our last showing at the Franchise Middle East Exhibition, we received a tremendous amount of interest in our brand from all over the Middle East. However, because of its strategic position in the region, we opted to launch the brand in the UAE before opening stores in other countries of the region.”