Em Sherif plans first franchise abroad

Restaurant targets different Arab cities

Local restaurant concept Em Sherif is expected to open its doors in Dubai during 2014.

Crystal Group, a local hospitality group running different concepts, such as Pier 7, Palais, Metis, and Alcazar, has acquired the franchise to open the restaurant in the UAE.

Em Sherif will be operating in Dubai by early 2014, but the exact date is not fixed yet, according to Mireille Hayek, founder of the restaurant. It will be located at The Address Hotel in downtown Dubai, with the same style and decoration as in Beirut.

Hayek said their cooperation with Crystal will help them expand regionally. “We will be working closely with the Crystal team to provide them with the essential support and knowhow to lead the concept to success.”

She said Em Sherif is pursuing an expansion plan in different Arab cities in Saudi Arabia, the UAE, and other countries. The restaurant plans to open one outlet per city.