Chickery expands to Middle East

May 20, 2014 10:22 am

The Chickery, Toronto celebrity chef David Adjey’s fast casual chicken concept, signed its first large franchise deal in the Middle East to open 20-unit locations in the UAE and Qatar.

The Chickery plans to open 80-100 locations throughout the Middle East over the next ten years and already has new franchisees interested in Saudi Arabia, Bahrain and Kuwait through its franchise development agent, Fransmart.

The Middle East franchisee, Al-Samadi Group, owns the franchise rights in the UAE and Qatar, and will open an eventual 20 units in those countries. The Al-Samadi Group has a combined experience of over 100 years in the hospitality sector, and has worked in both the U.S. and GCC markets.

A rep for the group, said, “Our main focus in our Hospitality Division is discovering new innovated trends and concepts in the fast casual dining segment.”

Fransmart CEO, Dan Rowe, who introduced the group to The Chickery and brokered the deal, was also responsible for launching Five Guys’ franchise program. “I see similarities here as I did when the better burger segment was first emerging,” said Rowe. “Better Chicken will replace the ‘Better Burger’ as the hot segment for the next several years. Chicken is ubiquitous but you really haven’t seen a concept marry chef-driven menu items with premium, halal chicken,” he added.

The Chickery is a pioneer in fast casual better chicken, where better ingredients equals better tasting food. The Chickery’s menu – featuring locally-sourced rotisserie chickens, Ultimate Buttermilk Chicken Fingers, homemade sauces all made from scratch and unique delicious sides like jalapeno cheddar cornbread – was created by renowned celebrity chef, David Adjey, who has set out on a mission to improve the quality of ‘fast food’ options. The aim is to provide delicious food consumers can feel good about eating, while also providing convenience.