Dubai, UAE - May 21, 2012: Giraffe Concepts are to open their first ever store outside of the UK, having signed a franchise agreement with Emirates Leisure Retail (ELR) to bring Giraffe restaurants to the UAE.
Emirates Leisure Retail, a subsidiary of the high profile Emirates Group, owns and operates a wide-ranging portfolio of restaurants, cafés and bars in the Gulf Cooperative Council countries, Australia and beyond.
Russel Joffe, co-founder of Giraffe comments: "We are delighted to announce the international expansion of Giraffe and our first launch outside of the UK. We have been searching for the right partner for about five years and chosen carefully to find the right fit for us. As experienced multi-unit franchisees, ELR are the perfect partner to represent the brand going forward in the UAE and the Middle East. We see it as a natural step forward for the business as we look to grow our international presence for the first time."
"We are delighted to have been chosen by Russel and Juliette Joffe, together with Andrew Jacobs (the founders of Giraffe) to build and operate the Giraffe brand here. It is testimony to the shared values that the ELR team delivers everyday", said Andrew J Day, Group CEO Emirates Leisure Retail.
Giraffe is a family friendly restaurant group serving a reasonably priced menu which reads like a guide to the world's favourite foods. Open for breakfast right through to dinner, there's something to suit every taste and challenge the adventurous to try something new.
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About Emirates Leisure Retail:
Emirates Leisure Retail, a subsidiary of the high profile Emirates Group, owns and operates a wide-ranging portfolio of restaurants, cafés and bars in the Gulf Cooperative Council countries, Australia and beyond. Operating over 160 outlets, all concepts are designed to offer a premium experience at great value. Key brands operated by ELR include Costa Coffee, Hudsons Coffee, Noodle House, Left Bank and Bidi Bondi.
About Giraffe Concepts Limited:
Giraffe Concepts Limited is an award-winning all-day dining private equity backed restaurant business. The management team is led by founder and restaurant industry pioneer of 25 years, Russel Joffe alongside two further founding directors - wife Juliette Joffe and Andrew Jacobs (Operations Director). The main owners alongside management are RiskCapital Partners and 3i. There are 46 restaurants nationwide, which include four in UK airports and brand extensions - Giraffe Café, Giraffe Bar & Grill, Giraffe Burgers & Cocktails and Giraffe Stop.
For more information, please contact: For UK press enquiries regarding Giraffe Concepts, please contact Stuart or Rebecca on firstname@rochecom.com or 0207 436 1111.
For all enquiries regarding Emirates Leisure Retail, please contact Leanne Hamilton on leanneh@elr.ae or +9715-0101-2770
© Press Release 2012
