Americana Restaurants said the agreement will cater to increased demand for premium coffee across the Middle East | Photo credit: Peet's Coffee

Peet’s Coffee is to launch in the Middle East for the first time with an outlet in the UAE by the end of 2022 following a new franchise agreement with multi-brand restaurant operator Americana Restaurants. 
 

Americana Restaurants, which counts Costa Coffee and Krispy Kreme among its portfolio of franchised brands, said the agreement with Peet’s Coffee will cater to increased demand for premium coffee across the Gulf Cooperation Council (GCC) countries.  

“This addition to our coffee offering is in line with our strategic vision of capturing market share in a rapidly growing segment within the region, as we continue to grow our store footprint and diversify our F&B offering,” said Amarpal Sandhu, CEO of Americana Restaurants. 

“We are excited to have Americana Restaurants as our trusted operating partner in our quest to bring better coffee to more coffee lovers in the fast-growing GCC markets,” added Eric Lauterbach, President, Peet’s Coffee. 

Peet's Coffee, which operates within JAB Holding-controlled JDE Peet's, currently operates more than 350 locations in the US and China. The coffee chain delivered 12.9% revenue growth in the first half of 2022, driven by a 9.4% increase in prices. 

In June 2022, the US specialty coffee roaster and retailer announced that 100% of its purchases are responsibly sourced per Enveritas standards.