US-based casual dining restaurant chain TGI Fridays has signed an agreement with Rastelli Global Middle East to act as its sales distributor for its retail products in Saudi Arabia.
Under the agreement, TGI Fridays’ chicken products, including wings, bites and strips, will be sold to a retail network in Saudi Arabia through Rastelli’s online partners, including Siwar Foods.
In addition, the range will also see the addition of several other TGI Fridays products.
Siwar Foods founder and CEO Loaye Al-Nahedh said: “We are delighted to be partnering with Rastelli Global to bring such a family restaurant favourite to Saudi consumers.
“This relationship represents a further step in our journey to establish Siwar as a household name in the ready-to-eat (RTE) category.”
Siwar has been working with manufacturers across the globe to introduce a range of products in the Saudi retail market, including RTE meals, pizzas, waffles, pancakes and desserts.
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Rastelli Global Middle East managing director Rowan Davis “It’s a privilege to be working with such a dynamic player in the FMCG space and we are confident that Siwar will succeed in optimising the growing potential of the Saudi market by fully commercialising the TGI Fridays range.
“This agreement represents the start of a long-term relationship between our two companies.”
Last September, TGI Fridays signed a ten-year partnership with master franchisor Universal Success Enterprises to open 75 restaurants across south and southeast Asia.
The partnership is expected to generate more than $500m in revenue over the next ten years.