Nierhaus said that the 400-square metre purpose-designed bakery is the first of three locations set to open in the UAE before autumn.
“We will open two more bakeries over the coming months, one each in Dubai and Abu Dhabi of 100 and 200 square metres respectively. We will then assess the three operating outlets for optimum size, product range and facilities as we fine-tune the expansion strategy.”
He said that by the end of the year, Atlas will have completed the Pascal Tepper franchise blueprint and be ready to contract partners for a multi-unit rollout across the region from 2012.
Chef Pascal, who was awarded the ‘Meilleur Ouvrier de France’ a lifetime achievement award acknowledging him as one of the country’s finest bakers said that he is very excited about bringing his brand to the UAE, which he considers to be ‘one of the fastest growing F&B markets in the world’.
“The UAE is an important global destination and it feels good to begin our expansion drive in a vibrant city like Dubai,” said Chef Pascal.
Nierhaus indicated that the partnership with Pascal Tepper is part of a long-term strategy to build a strong F&B portfolio for Atlas Hospitality.
He confirmed that the Dubai-based group is committed to launching international brands to world markets, as well as exporting home-grown concepts on a global scale.
Citing a survey conducted by Euromonitor International, he said that the UAE ranks third in the greater Middle East and Africa region for tourism expenditure on food.
“This inaugural project with Pascal Tepper is an example of our intention to develop and introduce creative concepts to world markets, using the UAE as a springboard.
“Atlas Hospitality has a clear vision to develop a portfolio of F&B brands. We plan to introduce at least three more concepts over the next 24 months, using the UAE as the springboard for expansion.”
Nierhaus said that the overriding aim is to create a quality F&B product for the high-end market. He said that Tepper’s expertise, and Atlas’ background in hospitality across regional makes it a successful combination from day one.
Chef Pascal shared that his bakeries are established on the values of quality and taste, qualified by a range of signature recipes that must embrace three, key qualities.
“Pascal Tepper recipes must be innovative, nutritious and flavourful. This three-value approach may sound simple but actually I have found it to be quite an art to achieve the right balance between healthy ingredients and good, flavoursome taste.”
He said that he is constantly driven to produce the best and bring the most innovative ingredients to the plate.
“The ingredients for the signature bakery recipes come ‘ready-made’ from France, to ensure the same Tepper experience wherever we will have a location.
“The Pascal Tepper brand comes with a legacy of quality built on behalf of my team, and for France. This first global venture here in the UAE will carry this legacy – and more,” he concluded.
Thursday, April 7- 2011 @ 12:49 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.