The joint venture comes after REEF's first forray into MENA last November, when it acquired UAE cloud kitchen operator, iKcon.
Considered the largest operator of delivery kitchens, logistics and proximity hubs in North America, US-based REEF is set to team up with the region’s largest F&B operator, American Group, to launch cloud kitchens that will operate REEF, Americana and third party brands across MENA.
The joint venture will strengthen REEF’s global expansion, which saw progress in the region in November 2021, when the company acquired UAE-based cloud kitchen company iKcon, its first venture in MENA.
REEF boasts a proximity ecosystem of over 8,000 locations and a team of over 18,000. The company has partnered with several international brands to spread its cloud kitchens. For REEF the MENA region’s F&B offers a unique opportunity.
“By uniting the region’s largest and most established F&B operator with REEF’s culinary ecosystem, this partnership will bring convenient access to some of the most loved brands to neighborhoods across the Middle East and North Africa,” said Michael Beacham, President of REEF Kitchens. “Americana is renowned for their outstanding operations and a deep commitment to quality. We look forward to an enduring partnership and helping to build the future of the industry together.”
They couldn’t have found a better partner than American Group, which owns exclusive franchise rights for the management and operation of over 1,950 restaurants, including KFC, Pizza Hut, Hardee’s, Krispy Kreme, Wimpy, and TGI Fridays, in 13 markets across MENA.