Max’s brings Sizzlin’ Steak to Middle East

MANILA, Philippines — Max’s Group Inc. (MGI) is expanding in the Middle East as it brings its Sizzlin’ Steak brand to the region, reinforcing it as a global brand.

MGI has partnered with Abu Dhabi-headquartered Kasamar Holdings to build seven Sizzlin’ Steak outlets in the United Arab Emirates over the next five years.

“We are witnessing the emergence of Sizzlin’ Steak as a global mainstream brand. At the same time, we are pleased with our partnership with Kasamar Holdings to introduce our hot plate concept to the UAE,” said MGI president and chief executive officer Robert Trota.

The agreement with Kasamar is the fourth development contract signed by MGI for this year alone.

MGI expects an active pipeline of more than 130 stores slated to operationalize in the coming years.

Kasamar Holdings is a family business based in Abu Dhabi, which is engaged in three principal investments.  These are private equity and venture, real estate, and public securities.

The company, which has diversified interests in retail and medical equipment distribution, also operates one of the largest private healthcare providers in the United Arab Emirates.

“We are excited to enter this space with one of the most reputable food and beverage names from the Philippines. We genuinely believe in the uniqueness and value proposition offered by Sizzlin Steak. 

We look forward to launching our first shop in the UAE by early next year with the intent to accelerate rollout in the long-term. I am confident the brand will be positively received by the local community due to its mainstream appeal,” said Mo Bississo, director at Kasamar Holdings.

At present, MGI operates 655 stores including 55 franchised outlets abroad located across North America, Middle East and parts of Asia.

It is the largest operator in the Philippine casual dining segment. Its family of brands include Max’s Restaurant, Pancake House, Yellow Cab, Krispy Kreme, Jamba Juice, Max’s Corner Bakery, Teriyaki Boy, Dencio’s, Meranti, Le Coeur De France, Maple, Kabisera and Singkit.

Aside from its existing business, Kasamar Holdings plans to assemble a portfolio of acclaimed food brands that will primarily cater to the local market.

The company is on track to reaching its objective of establishing 1,000 outlets including 200 international by 2020.

This year, MGI is pouring in P750 million to P800 million, largely for the rollout of another 60 to 70 new stores for its core brands.

Offshore, MGI continues to build on its expanding pipeline of over 140 stores slated to open in the coming years.

Last year, it was able to secure eight development agreements for at least 80 stores across various geographies.