Reef Technology and Americana Group have formed a new joint venture to launch cloud kitchens across the Middle East and North Africa (MENA).
The cloud kitchens will operate REEF and Americana as well as third party brands.
REEF Kitchens president Michael Beacham said: “By uniting the region’s largest, most established food and beverage operator with REEF’s culinary ecosystem, this partnership will bring convenient access to some of the most loved brands to neighbourhoods across MENA.
“Americana is renowned for their outstanding operations and a deep commitment to quality. We look forward to an enduring partnership and helping to build the future of the industry together.”
Established in 1964, Americana Group brought the quick service restaurant (QSR) concept to the regional market in 1970.
Its two divisions run more than 1,950 restaurants across 13 markets in MENA and the Commonwealth of Independent States (CIS), where they represent brands including KFC, Pizza Hut, Hardee’s, Krispy Kreme, Wimpy and TGI Fridays.
Americana Restaurants CEO Amarpal Sandhu said: “Food tech is an exciting space and offers vast opportunities to grow customer base.
“We are glad to collaborate with REEF. As technology and ordering trends continue to evolve, we believe this collaboration will bring mutual synergies and benefit in the long run.”
Last November, REEF Technology bought iKcon, a cloud kitchen operator headquartered in Dubai, UAE.
iKcon mainly caters to the MENA region, providing kitchen-as-a-service solutions for restaurants and food operators.