Six more Second Cup café locations to open in the UAE before the end of the year

Dubai, United Arab Emirates, October 02, 2013- The Second Cup Coffee Company Inc. ("Second Cup") today celebrated the reopening of its flagship location Mall of the Emirates, Dubai. In attendance were Mr. Mohi-Din Binhendi, President of BinHendi Enterprises, and Mr. Jim Ragas, President of Second Cup.

In addition to Mr. Binhendi and Mr. Ragas, the café welcomed special guests including brand principles, BinHendi Enterprises and Second Cup management, Mall of the Emirates management, franchise partners, and major suppliers. Guests were treated to sample shots of new products from Second Cup.

Speaking on the occasion, Mr. Binhendi credited a robust relationship with Second Cup as a key factor in its successful growth in the UAE and across GCC under its umbrella and said, "In a little more than 10 years Second Cup has built strong brand recognition in the Middle East region and we view its future as exceptionally positive in view of the growing coffee market and Second Cup's visionary innovations with a local flavour."

During his speech, Mr Binhendi also thanked the sub-franchise partners for their support, who have helped expand the Second Cup brand in the UAE and across the GCC.

Mr. Bassel Ammar, General Manager, BinHendi Hospitality & Franchising, was also in attendance and announced six new locations for Second Cup across the UAE; including Ras Al Khaimah's Chamber of Commerce, Al Ghurair Centre, Zayed University, Al Barsha Mall, Dragon Mart, and Capital Mall in Abu Dhabi.

"The popularity of the Second Cup coffee brand is apparent as consumers continue to choose it for the exceptional taste and brand personality. The growing number of outlets is a direct reflection of the demand and response we have received from consumers, and we're excited to enter the next phase of growth with Second Cup," added Mr. Ammar.

Speaking on the occasion, Mr. Ragas said, "I am pleased to be here to celebrate the ongoing expansion of the brand in the UAE and GCC region. We extend our congratulations on the achievements of our first international franchise partner BinHendi Enterprises in the United Arab Emirates."

"Since embarking on this growth in 2002 our franchise partner has developed the Second Cup Brand through their sub-franchise partners in Qatar, Oman, Saudi Arabia, Syria, Bahrain and Jordan where they have developed over 25 Second Cup locations. To date, guests in 21 regions around the world have embraced the Second Cup Coffee café offerings and we are eager to strategically build on that momentum with further international expansion," added Mr. Ragas.

"Second Cup believes that having strong local owners as operators and franchise partners is instrumental to our success internationally and is a key reason for our continued growth with year on year sales rising for the third consecutive year. Accelerated international expansion is one of the main pillars that we continue to build upon to achieve our vision of being a leading global premium café brand by delivering a superior guest experience. We are fortunate to have franchise partners who share our passion for the specialty coffee business and who are fully aligned with the Second Cup vision." Ragas stated.

Earlier this year, Second Cup celebrated the opening of its 100th international café at Prestige Cars Complex in Abu Dhabi, in association with BinHendi Enterprises. At the time, this represented the 16th location in United Arab Emirates.

The Second Cup café in Mall of the Emirates opened its doors in 2005 and has continued to uphold the tradition of great coffee.

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About BinHendi Enterprises LLC 

Almost three decades ago market research analysts at BinHendi Enterprises recognized a growing consumer interest in international products and fashion brands. In direct response, we established the United Arab Emirate's first exclusive fashion boutique, Pierre Cardin. Enthusiastic consumer response propelled the Company to fill another untapped niche in the Middle Eastern market with the introduction of Dubai's first car rental agency. Our unique approach, in hand with strong market growth, favorable government relations and an intimate knowledge of consumer preferences, encouraged BinHendi Enterprises to develop new sources to help meet the growing demand for high quality products and international services.

BinHendi Enterprises currently operate twenty-nine highly successful fashion, Jewellery, accessory and food retail outlets, while our trading division reaches in excess of one thousand retailers, thus establishing the company as a leader in one of the world's most exciting and affluent markets. When it comes to premium brands, BinHendi Enterprises is one of the region's most diversified, progressive and successful companies.

About Second Cup
The Second Cup brand is an established global franchisor in the specialty coffee café business offering its Franchise Partners experience, innovation and leadership.  Originated 38 years ago in Toronto, Canada, Second Cup's international expansion started in 2002 and has 100 cafés operating in Abu Dhabi, Azerbaijan, Cyprus, Dubai, Egypt, Iraq, Jordan, Kuwait, Kurdistan, Lebanon, Morocco, Oman, Qatar, Romania, Saudi Arabia, Sharjah, Syria, Taiwan and U.S.A. Regional franchise partners will be opening soon in Pakistan and new regions of the U.S.A. 

Second Cup café operators are committed to serving the finest and highest quality coffees in the world in an inviting ambience with uncompromising standards of customer service, product quality and freshness.  Second Cup cafés offer a variety of innovative and exclusive blends, espresso-based beverages and iced drinks, signature foods, indulgent treats and premium beverages in a warm and comfortable setting. Second Cup is actively seeking new regional franchise partners for additional countries.

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© Press Release 2013