May 18, 2012

Giraffe set to open its first store in the Middle East

Giraffe Concepts are to open its first ever store outside of the UK, having signed a franchise agreement with Emirates Leisure Retail (ELR) to bring Giraffe restaurants to the UAE.

Emirates Leisure Retail, a subsidiary of the high profile Emirates Group, owns and operates a wide-ranging portfolio of restaurants, cafés and bars in the Gulf Cooperative Council countries, Australia and beyond.

Russel Joffe, co-founder of Giraffe comments: “We are delighted to announce the international expansion of Giraffe and our first launch outside of the UK. We have been searching for the right partner for about five years and chosen carefully to find the right fit for us. As experienced multi-unit franchisees, ELR are the perfect partner to represent the brand going forward in the UAE and the Middle East. We see it as a natural step forward for the business as we look to grow our international presence for the first time.”

“To be chosen by Russel and Juliette Joffe, together with Andrew Jacobs (the founders of Giraffe) to build and operate the Giraffe brand here is testimony to the shared values that the ELR team delivers everyday”, said Andrew J Day, Group CEO Emirates Leisure Retail.

Giraffe is a family friendly restaurant group serving a reasonably priced menu, which reads like a guide to the world’s favourite foods. Open for breakfast right through to dinner, there’s something to suit every taste and challenge the adventurous to try something new.