Max's Group brings Sizzlin' Steak brand to UAE

Max’s Group, Inc. has partnered with Kasamar Holdings to put up seven Sizzlin’ Steak outlets in the United Arab Emirates (UAE) in the next five years.

The restaurant chain operator told the Philippine Stock Exchange on Monday its partnership with Kasamar marks the fourth development contract it signed so far this year. The latest deal would be part of an active pipeline of more than 130 stores slated to start operating in the coming years.
 
“We are witnessing the emergence of Sizzlin’ Steak as a global mainstream brand. At the same time, we are pleased with our partnership with Kasamar Holdings to introduce our hot plate concept to the UAE,” Max’s Group president and CEO Robert Trota said.

Kasamar Holdings is a family-led enterprise based in Abu Dhabi, principally investing in private equity and venture, real estate, and public securities. It also operates one of the largest private healthcare providers in the UAE.

Kasamar Holdings plans to assemble a portfolio of acclaimed food brands that will primarily cater to the local market, according to Max's.

“We are excited to enter this space with one of the most reputable food and beverage names from the Philippines," Mo Bississo, director at Kasamar Holdings, said.

"We genuinely believe in the uniqueness and value proposition offered by Sizzlin' Steak. 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,” Bississo added.

Max’s Group currently operates 655 stores including 55 franchised outlets located across North America, the Middle East and parts of Asia. — Ted Cordero/VDS, GMA News