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01/07/2022

Reef to Expand to Middle East, North Africa

Reef forms joint venture with Americana Group, which owns exclusive franchise rights for the management and operation of over 1,950 restaurants.
Anna Wolfe
Senior Editor - Restaurants
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Reef delivery robot
The Reef- Americana joint venture will strengthen and accelerate Reef’s rapid global expansion through Americana’s established real estate portfolio throughout the Middle East.

Reef, an operator of virtual restaurants, logistics, and proximity hubs in North America, and Americana Group, a food & beverage operator in the Middle East, announced a joint venture to open cloud kitchens that will operate Reef Americana and third-party brands. 

“By uniting the region’s largest most established F&B operator with Reef’s culinary ecosystem, this partnership will bring convenient access to some of the most loved brands to neighborhoods across the Middle East and North Africa,” said Michael Beacham, President. “Americana is renowned for their outstanding operations and a deep commitment to quality. We look forward to an enduring partnership and helping to build the future of the industry together.”

While building its infrastructure on recently announced acquisitions in the Middle East, the joint venture will strengthen and accelerate Reef’s rapid global expansion through Americana’s well established real estate portfolio and end to end value chain throughout the region.

“Food tech is an exciting space and offers vast opportunities to grow customer base. . As technology and ordering trends continue to evolve, we believe this collaboration will bring mutual synergies and benefit in the long run,” said Amarpal Sandhu, CEO of Americana Restaurants.

Reef has a proximity ecosystem of over 8,000 locations and a team of over 18,000 team members. The company established its presence in the Middle East in August 2021. To date, the company has partnered with a number of international brands to bring its cloud kitchens concept to local neighborhoods, including MrBeast Burger in Dubai and Another Wing, which Reef globally launched in partnership with DJ Khaled, opening 165 locations in 3 continents, at the same time.

Americana Group owns exclusive franchise rights for the management and operation of over 1,950 restaurants representing some of the world’s leading food & beverage brands including KFC, Pizza Hut, Hardee’s, Krispy Kreme, Wimpy, TGI Fridays, etc. in 13 markets across the Middle East, North Africa, and CIS.

photos courtesy of Reef