Man’oushe Street, a traditional neighborhood oven concept (FORN) founded in 2010 by Jihad El-Eit, is developing its MENA outlets network.
“Our strengths are manifested in our commitment to offer a wide range of traditional meals like manakeesh, bureks, wrap sandwiches, pizza and deserts, which is prepared extensively by infusing traditional home cooking practices,” El-Eit said in an interview with Hospitality News ME. According to him, the brand is spreading the ‘manoushe’ concept, a Lebanese-grown recipe, by bringing this famous concept to Dubai and face lifting the experience to the level of making every Lebanese expat relate to the smell of the oven next to his home.
To date, Man'oushe Street has opened 11 branches in the UAE, which are all strategically located in key areas like Tecom, Mizher, Barsha Mall, Burj Views, Sheikh Zayed Road, and lately in DAFZA among others. The concept has also seven branches outside the UAE. These include five branches in Egypt and a branch in each Qatar and Kuwait. “We are looking forward to opening four new branches by the end of this year, out of which two in Dubai, one in Kuwait, and another one in Egypt.
As part of its move to expand its presence in the region and beyond, the company has offered strategic master franchise agreements. “We have entered into agreements with leading F&B companies like Bloom ME Pastries (Abu Dhabi), Wadi Degla Holding (Egypt), Qatar United Business Development (Qatar), and Kuwait United Dynamics (Kuwait),” he said. Investments into these master franchise agreements vary according to the size and venue of the outlet, but hovers around USD 500,000 per branch.