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US chain Applebee’s eyes Egypt for expansion

Applebee’s has announced plans to grow its brand in the Middle East with the launch of 10 new restaurants in Egypt over the next decade.
27.07.11 | Source: Arabian Business

US-based restaurant chain Applebee’s has announced plans to grow its brand in the Middle East with the launch of 10 new restaurants in Egypt over the next decade.

Parent company DineEquity said this week it signed a deal with Ameco Foods to franchise the restaurant chain across the Arab world’s most populous country.

“We we see international expansion as a critical part of Applebee's continued growth and brand development,” said Julia Stewart, DineEquity's Chairman and CEO.

Applebee’s operates 147 restaurants in 15 countries outside the US, including outlets in Saudi and the UAE, and is a cornerstone of DineEquity’s aggressive expansion across the Middle East.

The company in June signed a deal with Kuwait’s MH Alshaya Co to launch pancake chain IHOP across six Gulf states, Jordan, Lebanon and Egypt.

Under the terms of the deal, which marks IHOP’s first major expansion outside the US, Alshaya will open 40 restaurants over the next five years.

Menus in Applebee’s Egyptian restaurants will feature established dishes such as its ‘Realburgers’, but up to 20 percent of dishes will be customised to reflect the local market.

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