Boubouffe International partners with Addmind

Joint venture drives BouBouffe’s expansion outside Lebanese borders

Beirut, Lebanon – January 26, 2015: BouBouffe International, owners of the legendary BouBouffe Lebanese Brasserie, recently signed an Area Development Agreement with Addmind, the management group behind the renowned White, Indie, Iris and Caprice, to take BouBouffe to the United Arab Emirates (UAE) as a first step towards introducing the Lebanese Brasserie concept to the world.   

With an investment budget ranging between 10 and 15 million US dollars, 6 BouBouffe outlets are set to open in the UAE between the years 2015 and 2017. Strategic locations have already been secured for the first 3 outlets – 2 in Dubai and 1 in Abu Dhabi – that will be fully operational in the third quarter of 2015. 

The year 2016 will see the opening of 2 BouBouffe outlets – 1 in Dubai and 1 in Abu Dhabi – followed by the last one, projected to open in Dubai in 2017. All 6 outlets will offer career opportunities for around 400 talented young men and women in different positions.

“After 37 years of success in the Lebanese market, I have finally decided, along with my partners in BouBouffe International Ralph Nader and Galal Mahmoud, to venture with BouBouffe outside the Lebanese borders”, said Michel Aramouni, Owner of BouBouffe Lebanese Brasserie. “We were seeking a strategic partner with an extensive experience in the region to help us expand our concept on new grounds and we found this in Addmind”, he added.   

Tony Habre, Founder of Addmind, commented: “Having spearhead the nightlife and entertainment industry that we became very famous for in Lebanon and the UAE, we were in the course of developing a strategy to position Addmind in the food industry as well. BouBouffe International came as the perfect partner; the synergy between the 2 teams will lead to a fabulous end product that will take the UAE by storm”.

To initiate the project, BouBouffe International selected groundbreaking agency Stro’berry D-zines as the strategic branding and communication consultant.

This is just the first step in BouBouffe’s growth journey abroad; further expansion is planned across the Middle East and Europe in the near future.