Emly & Chilli on expansion mode

As a part of its rapid growth initiative, Emly & Chilli, the fast food restaurant chain serving authentic recipes of Bun Kebab, Kebab Roll and Biryani from the streets of South Asia, opened its first outlet in Sharjah at Sahara Centre.

This is their 3rd outlet in a span of 5 months taking the total number of restaurants to 4 in UAE. Emly & Chilli is now aggressively ramping up, as it launched its new brand identity, redefined menu and opened 2 outlets in October last year.

Commenting on the opening of Sharjah outlet, Asif Jabbar, CEO and Director, Alif Investments, the company that owns the fast food chain said: “All our restaurants are located strategically. Our restaurant in Al Nahda and Oud Mehta caters to the dominant South Asian community, Motorcity restaurant targets western expats and locals, while our new outlet in Sahara Centre will cater to the mall community. We have opened the outlets in these specific locations to understand the demand & supply variations and accordingly formulate our SOP for future launches. The success of all these restaurants has helped us open in mall and we will focus on opening more restaurants in different malls across UAE”

Adding further, Jabbar said, “We are completely focused to take this brand to new heights and at the same time establish it in new markets. For this we plan to adopt franchise model and soon enter the GCC market starting with Saudi Arabia.”

Shahid Zaman, COO, Emly & Chilli commented, “We are in constant touch with our customers and as per the feedback we are continuously innovating and stepping up our services. In our endeavour to serve diverse palates, soon we would be introducing new rolls to suit the tastes of Arab & Western patrons. Emly & Chilli is a brand of UAE and we want all the communities to enjoy a great quality food in a wholesome, hygienic & fun environment. We are ensuring this by having experienced and committed professionals as custodians of the brand.”

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