Reef Plans Middle East Expansion

Anna Wolfe
Senior Editor, Restaurants

Reef Technology Inc., an operator of delivery kitchens, logistics, and proximity hubs in North America, has struck a deal to buy iKcon Restaurant LLC (Innovative Kitchen Concepts) in Dubai. The acquisition of iKcon marks REEF’s first major transaction in the the Middle East and North Africa market and is part of its broader strategy toward global expansion.

With a network of kitchens and over 800 employees, iKcon utilizes its modern facilities, smart technology solutions and highly qualified chefs and customer service teams to extend the reach of their portfolio of +100 well-known local, regional and international restaurant partners such as Just Salad, YO Sushi, Dunkin’, California Pizza Kitchen, German Doner Kebab and local hero brands such as PINZA, and Pizza Di Rocco.

[75% of diners prefer to order delivery directly from a restaurant, according to HT's 2021 Customer Engagement Technology Study]

“Since its inception, iKcon has consistently focused on operational excellence and building a unique customer-centric business model,” said Khalid Baareh, Co-Founder and CEO at iKcon. “The past three years have taught us the importance of pursuing our vision with commitment and passion, driven by a world-class team. Today, we are thrilled to join the Reef team and to continue our journey of bringing innovation to neighborhoods everywhere... We are fully committed to driving the development of Reef in MENA.”

Reef has already established a presence in Abu Dhabi Global Market (ADGM), the international financial center of Abu Dhabi, with plans to continue growing throughout the region.

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