EGYPT- Pizza and ice cream restaurant chain Happy Joe’s has opened multiple locations in Giza, Cairo and the North Coast of Egypt as part of its international expansion strategy.
The company opened its fifth outlet on the North Coast, next to Alexandria, a popular summer destination for families along the Mediterranean Sea. Happy Joe’s Middle East hopes the new locations will cater to tourists looking to enjoy the company’s refreshing ice cream and pizza offerings.
The pizza chain has also revealed plans to open more locations in Giza and Cairo. By the end of the year, the company will open two new locations in the 6th of October City in Giza and Lotus in New Cairo.
The new locations will also slightly change Happy Joe’s architecture. The company revealed they will include a container-based restaurant format for the newly opened North Coast location.
According to Ahmed El Batran, president of Happy Joe’s Middle East LLC, the brand’s success in Egypt can be almost entirely attributed to support from the pizza chain’s US headquarters.
Happy Joe’s Middle East LLC has benefitted from extensive support from the company’s US headquarters, including training, mentorship, guidance, and boots-on-the-ground assistance.
The franchiser provided necessary support and guidance to help develop recipes and offerings that resonate with local cuisines and are tailored to local tastes. These cuisine changes included replacing pork in pepperoni and sausage with beef and adding jalapeños, mushrooms, and tomatoes to traditional offerings.
El Batran revealed these specialized menu offerings have resonated well with the Egyptian customer base, contributing to creating and retaining a loyal customer base.
The move should precede further expansion plans in Saudi Arabia and the Middle East, focusing on setting up UAE franchisees before this planned expansion.
Tom Sacco, Happy Joe’s Chief Happiness Officer, CEO and President, said, “We’re extremely excited about this new North Coast location because it operates uniquely compared to other Happy Joe’s franchises.”
“It’s the perfect spot for vacationing families, and it’s only open during seasons with heavy tourism, which I think will make it very successful.”
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