Cooks Coffee Company has signed a 10-year Master Franchise Agreement (MFA) to aggressively expand in the United Arab Emirates, marking a significant milestone for its main brand, Esquires Coffee. Under the terms of the agreement, the brand will open at least 50 new locations throughout the Emirates in the upcoming ten years. The UAE speciality coffee market is outperforming global standards, due to a high-spending consumer base and a culture that views coffee shops as important social and commercial hubs.
The relationship is particularly special as it includes seasoned UK operators who have been successful in running multiple stores in the Southeast of England. Esquires Coffee has said its British-style, cross-continental experience will provide it with a distinct competitive advantage as it targets the highly competitive markets of Abu Dhabi and Dubai. The company positions itself as a premium alternative to mass market chains, marketing organic bags with a focus on ethical sourcing and high-quality pairings.
This action comes after Cooks Coffee had an excellent fiscal year, with double-digit revenue growth throughout its global network. The UAE is seen as a “gateway market” for the company’s larger goals in the Middle East. Esquires is placing a large bet on the UAE’s need for speciality roasts and “third-place” settings where locals can work and mingle, with building on the first few venues anticipated to start soon.
