Asian restaurant giant The Minor Food Group introduced its new pizzas and premium ice-cream to the Middle East with a feast of flavour and variety.
Guests enjoyed a delicious taste of things to come ahead of the opening of The Pizza Company and Swensen's Premium Ice Cream outlets in the UAE during Q1 2005.
Both outlets will be operated by the Bin Lahej International Restaurants, under the direction of Mr. Saleh Mohammed Bin Lahej, Chairman of the Saleh Bin Lahej Group of companies. Bin Lahej International Restaurants has formed a partnership with The Minor Food Group to operate The Pizza Company and Swensen's Premium ice cream in a franchise deal announced today which will cover the UAE, Oman and Qatar.
The sample menu included a wide range of pizzas, from the classic Marguerita to the adventurous "Tom Yum" signature pizza. Ice cream confections followed, with the unique chocolate fondue ending the event on a sweet note.
The Minor Food Group, whose motto is "Flavoured to excite", hopes to create regional specialities when it launches next year.
The Pizza Company's Tom Yum Pizza has been a huge success in Thailand, and CEO William Heinecke says, "we customise all our menus for local tastes, and it would be great to introduce a speciality pizza or ice cream confection with a Middle East theme."
Both The Pizza Company and Swensen's Premium Ice Cream offer a unique, sit-down dining experience that helps distinguish them from other restaurants and parlours.
At Swensen's, every table is decorated with an individual red rose, creating an atmosphere that makes every visit a special occasion. The theme is "happiness never melts".
"Our ice cream is melt-in-the-mouth delicious, but we make sure our customers' enjoyment never melts away. We listen to our consumers, and continually adapt our menu and improve our services to suit their needs," Heinecke says.
Heinecke is also a renowned business writer and speaker on leadership and management skills. At the event he signed copies of his best-selling book "The Entrepreneur: Twenty-Five golden Rules for the Global Business Manager."
The Minor Food Group's launch in the UAE, Oman and Qatar is through a franchise agreement with UAE-based Saleh Bin Lahej Group.
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About The Minor Food Group
The Minor Food Group is part the Minor Group of companies, founded in Thailand 1967 by William Heinecke. Today the Minor Food Group is Thailand's leading food services operator with over 460 outlets. Its branded restaurants include Burger King, The Pizza Company, Sizzler, Dairy Queen and Swensen's Ice Cream. The Minor Food Group is launching The Pizza Company and Swensen's brands in the UAE, Oman and Qatar in a franchising arrangement with Bin Lahej International Restaurants.
For more information please contact:
Lamia S. Jaroudi / Dina Nader
tmh
[t]: 00971 4 391 8085
[f]: 00971 4 391 8086
[e]: lamia@tmh.ae ; dina@tmh.ae
[w]: www.tmh.ae
© Press Release 2004
