Dubai, United Arab Emirates, 31 July 2012: Steak Escape, the leading Philly cheesesteak sandwich brand from the USA, is coming to the UAE. Escape Enterprises Ltd, the owner of Steak Escape, has signed a Master Franchise agreement with HMS Steak (UAE) Ltd, in order to bring the brand to the UAE starting with the first restaurant to open in Bay Avenue in Business Bay next month.

Steak Escape was originally founded in 1982 and has grown to over 80 restaurants mainly in the USA and Mexico. Two restaurants are open in Saudi with a third on the way.

"We believe Steak Escape will do fantastically well in the UAE and broader Middle East as people appreciate good steak and chicken sandwiches, high end beef burgers and salads. Steak Escape does these to a very high standard and people will love them." said Ibrahim Shallal, Director HMS Steak - "We want to share with people here the experience of authentic flavors of South Philly once the Steak Escape restaurants start opening in the UAE."

"Steak Escape outlets offer quality food and a fun atmosphere which has been proven to be successful, and we believe the potential for growth in this part of the world is even greater," Shallal said. He is starting with a shop in Dubai's Business Bay, which will open to the public this August with a further 9 restaurants planned for Abu Dhabi and Dubai in the next 3 years through a combination of own corporate stores and sub-franchised units. Shallal is looking to redefine and expand this popular restaurant chain which was first established in Ohio, the US, where it became known as "America's favorite cheesesteak".

The centerpiece of the Dubai restaurant will be the grill. "People in the UAE enjoy their steaks and like to see their food cooked in front of them using fresh ingredients. It is going to be very exciting to introduce our Cheesesteak to this audience," Shallal says. The Dubai restaurant will be a fast pace restaurant but with freshly made food.

"In our restaurant you will see fresh ingredients prepared and thrown on a grill. Customers will get acquainted with the friendly Steak Escape staff as their made-to-order sandwich takes shape on a genuine, fresh baked roll."

Shallal believes that when you care about what you do, people will sense that and as a result will have a superior experience. We care about the quality of our food, its taste and the experience our customers will enjoy at our stores. Our goal is to do it right and do it better than anyone else.

About The Steak Escape
Steak Escape was established in Columbus, Ohio, in 1982 by Ken Smith and Mark Turner. One year later, Escape Enterprise Ltd. was formed, and Steak Escape started franchising mall sites, as well as locations in college campuses, airports and sports arenas. The privately held company specializes in genuine Philadelphia cheesesteaks and operates in more than 30 states as well as overseas.

For further information call:
Ibrahim Shallal
Director
HMS (UAE) Steak Limited
Mobile: 009715 0 323 9929
Email: ishallal@steakescape.ae

© Press Release 2012