Foodmark to open over 100 cafes of Pie Face in GCC

Landmark Hospitality, the hospitality and leisure arm of Landmark Group, on Sunday announced a tie-up between its food and beverage division Foodmark and Pie Face Holdings, an Australian micro bakery cafe chain that specializes in savory and sweet pies, pastries and other baked products.

Foodmark has entered an exclusive franchise arrangement with Pie Face Holdings to launch and operate over 100 cafes for the brand in the UAE, Saudi Arabia, Kuwait, Bahrain and Qatar over the next ten years. A number of commissaries will also be opened, to support specialist production of Pie Face products for the Middle East.

Kuwait-based global advisory firm Univest Consultancy Group facilitated the agreement between Pie Face Holdings and Landmark Group.

Kieran Mallon, COO, Foodmark said, “Landmark Hospitality has always taken pride in introducing great F & B concepts to the Middle East, and with Pie Face we are bringing something completely unique to the region with a specialized concept serving a range of fresh baked sweet and savoury pies, coffee and other innovative options.  The concept has a distinct personality which will be an instant hit in the Middle East region. Moreover, our heritage in working with malls and property developers through the years gives us a great advantage in terms of selecting ideal locations for our cafes.”

Established in 2007, Foodmark operates a number of internationally franchised restaurants within the UAE, Kuwait and Qatar including acclaimed Italian café Carluccio’s, Mango Tree, Chi’Zen and Max’s Chicken and has also launched Zafran, a home grown, Indian, casual dining restaurant. 

Max Burger, a burger franchise from Sweden is the latest quick service restaurant addition to the Foodmark portfolio. Foodmark also has joint ventures with Ushna, The Meat Company, La Gaufrette and Bazerkan. With its passion for genuine hospitality and creativity, Foodmark aims to be the leader in the Middle East’s restaurants and hospitality market.

“At Pie Face, we are excited about entering the Middle East market. The MENA region has consistently welcomed new ideas and options, and we are confident of the potential Pie Face products has in the market. Foodmark, with its customer insights, market experience and operational strengths is an ideal partner, and we are looking forward to a fruitful collaboration,” said Wayne Homschek, Co-founder and CEO of Pie Face.
The first Pie Face Café in the Middle East will open in the UAE in 2014.

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