· Famed New York restaurant begins Gulf expansion in Dubai
· Fast casual dining emerging as priority segment for the group
Landmark Group, one of the region’s leading retail and hospitality conglomerates, will launch the first GRK Fresh Greek restaurant outside the US at the recently opened City Centre Me’aisem in Dubai on November 11, 2015.
Foodmark, the food and beverage division of Landmark Group, has been working on the launch of the brand in the region over the last year after entering a master franchise development agreement to develop GRK Fresh Greek across the GCC, with the first five restaurants forecast to open across the UAE by the end of 2016.
First opened in New York in 2012 following three years of extensive research and development, GRK has expanded to three stores in the USA, with plans to extend to a further eight stores over the next 24 months. The restaurant offers high quality, healthy Greek food with a menu of simple, fully customisable dishes including its signature Yeeros – a premium hand layered spit roasted meat, marinated to perfection.
Vikram Noronha, COO of fast-casual concepts at Foodmark, says while quick service restaurants have grown at a much faster pace than any other restaurant segment in the industry, consumers’ changing expectations and evolving tastes have seen dramatic growth in the fast casual dining segment, which Landmark has identified as a key opportunity.
“Through brands like GRK Fresh Greek we’re able to appeal to a broader customer base which is more discerning and demands higher quality, while still relying on the convenience provided by traditional quick service restaurants,” he said. “From a strategic standpoint, this has allowed Landmark to diversify its restaurant offering to expand into a rapidly-growing restaurant segment and creating a wider variety of options in the market.”
Marino Stratigakis, Director of Operations GRK U.S., said: “We are thrilled to be in Dubai as part of our efforts to bring authentic Greek food to the world. Our expansion in this region is not just a new twist on sharwama or gyro; we are introducing Yeero, the way it is supposed to be served and pronounced.
“Consumers are increasingly demanding healthier, higher-quality fresh foods. GRK offers the benefits of the Mediterranean diet through traditional Greek cooking in a fresh and fast casual setting”.
GRK philosophy is simple: combine the best products of Greece with US cultural and culinary standards. The menu integrates the highest quality meats, Greek extra virgin olive oil, pure and natural Greek honey and Greek yogurt, with fresh herbs, vegetables and fruits. The company’s clean label approach ensures its meats are gluten-free with no MSG, fillers, preservatives or additives.
Andres Gonzalez, Landmark’s GRK business manager, said: “There’s nothing else currently like GRK in the UAE market. There may be a few Greek restaurants and independents serving shawarmas and doner kebabs, but GRK Fresh’s hero product, the Yeeros, is truly unique,” he said. “Ultimately, it is the quality of food that really sets GRK Fresh apart from the competition.”
“We are very excited to be opening the first GRK in Dubai. The signature tastes Of our unique marinades made from imported Greek ingredients along with the quality of USDA-approved and Halal-certified premium grass and grain fed meats in beef, chicken and lamb will be a new benchmark in the category. We look forward to welcoming you to GRK Fresh Greek.”
GRK Fresh Greek in the UAE will introduce a new signature product unique to the region. The Bifteki is a traditional beef patty made with olive oil, spices and herbs. All vegetables served will be sourced locally, while a range of traditional Greek spices, meats and delicacies used as ingredients are imported from the US and Greece.