Dubai, UAE, October 5th, 2004:  Second Cup Coffee has announced the opening of its latest caf in Deira City Center, marking its seventh location in UAE.  The new caf is situated on the City Gate ground floor level of the mall and for the convenience of the early riser, it opens at 8 a.m.  Within a warm and friendly ambience with soft and comfortable seating, the cafe offers its premium range of coffees and teas, as well as all the items available at other locations like its exclusive baked goods, which make a perfect complement to the wide selection of beverages.

Speaking on the launch, Mr. Mohi-din Binhendi, President, Bin Hendi Enterprises, said, "The opening in Deira City Centre reiterates our commitment to expand this wonderful brand, and make it easily accessible and within the reach of every coffee lover in the region."

Other Second Cup cafes are located on Sheikh Zayed Road, Beach Centre, Spinneys on Mankhool Road, Dubai Ladies Club and Mercato Mall and Sharjah City Centre. The company will soon open cafes in Abu Dhabi and Oman during the coming month, and steadily expand in other areas of the Middle East, including Saudi Arabia and Qatar.

-Ends-

About Second Cup:
SECOND CUP offers exclusive specialty coffees and innovative beverages including Chocolate Lovers' Lattes and iced blended sensations like Tiamo and Chillatte.  As a world leading specialty coffee retailer, SECOND CUP uses only the finest coffee beans, and offers a wide variety of delicious pastries, decadent cakes and superb sandwiches - all of which perfectly compliment a great cup of coffee.  We invite you to enjoy the Ultimate Coffee Experience at SECOND CUP.

About Bin Hendi Enterprise:
Bin Hendi Enterprises is a well-established food and fashion retailer that has been in operations for 28 years and has successfully introduced prestigious fashion brands, as well as foodservice concepts such as Japengo and Caf Havana. To learn more about Bin Hendi Enterprises, log on to www.binhendi.com

For media information contact:
Larissa Kuzmina
Bin Hendi Enterprises
Dubai, UAE
Tel: (971-4) 222-6068
Fax: (971-4) 221-9673
Email: mktgmgr@binhendi.com

Yasmin Ranijiwala
Percept Profile Gulf
Dubai, UAE
Tel : (971-4) 344-6373
Fax : (971-4) 344-3581
E-mail: info@perceptprofilegulf.com

© Press Release 2004