MAX’S Group Inc. on Monday said it is bringing its “Sizzlin’ Steak” brand in the United Arab Emirates (UAE) after it has partnered with Kasamar Holdings to build seven branches over the next five years.
“We are witnessing the emergence of Sizzlin’ Steak as a global mainstream brand,” Max’s Group President and CEO Robert Trota said. “At the same time, we are pleased with our partnership with Kasamar Holdings to introduce our hot-plate concept to the UAE.”
This marks the fourth development contract signed by Max’s Group for the year, adding to an active pipeline of more than 130 stores slated to operationalize in the coming years.
Kasamar Holdings is a family-led enterprise based in Abu Dhabi engaged in three principal investment verticals, including private equity and venture, real estate and public securities.
In addition, it operates one of the largest private health-care providers in the UAE. It, likewise, has diversified interests in retail and medical equipment distribution. Kasamar Holdings plans to assemble a portfolio of acclaimed food brands that will primarily cater to the local market, Max’s Group said.
“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,” said Mo Bississo, director at Kasamar Holdings. “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.”
Max’s Group currently operates 655 stores, including 55 franchised outlets abroad across North America, Middle East and parts of Asia.