Lincoln Holding Group has announced plans for expansion of its La Serre brand, a Parisian style all-day dining Boulangerie, to more than 30 locations across the globe this year.
La Serre in Dubai is one of the region's most treasured eateries. From its Parisian vibes to its award-winning French cuisine, the boulevard hot spot buzzes with guests from opening to closing.
The team at Lincoln Holding Group have already signed 30 locations for La Serre Bistro & Boulangerie in 2022, with plans to expand further. These will include sites in the UAE, Qatar, Saudi Arabia, Egypt, the United Kingdom and France, including a prominent spot in Saint Tropez.
The team is ready to ensure the La Serre experience is of the highest quality, eager to cater to loyal and new guests alike, it said.
“At La Serre, we focus on every detail. We don't stay static. We keep on moving and excelling. It's hard work and can be bittersweet. We go out into the market, see who is the best and try to beat them. I believe our success is not only about the product. It goes beyond - from the ambience to the music, the walls, the flooring and the tables. Then there are the people. You can't operate food and beverage without heart. They are the dynamo, the engine that runs the business and our industry,” says Ralph Homer, the CEO and Founder of Lincoln Holding Group.
As if walking into a bistro and boulangerie in the heart of Paris, La Serre is famed for its modern ambience steeped in tradition. The moment guests arrive at a La Serre anywhere in the world, they will be welcomed in French and offered an attentive service that makes them feel at home. Elegant furnishings and sun-soaked terraces are only some of the features guests can expect, said the statement.
La Serre, which means the glasshouse, also has the team scouting locations that reflect this, ensuring each site lives up to and even exceeds the original spot on Dubai’s famed boulevard.
“We believe in quality. It took us over a year to ensure we only use organic and that everything from the free-range eggs we use to the flour and the chocolate is the best,” explains Homer. 


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