Peet’s Coffee Expands to Middle East

Peet’s Coffee (Emeryville, Calif.) has opened its first outlet in the Middle East, a flagship coffee bar in The Dubai Mall of Dubai, UAE.

The market debut is a collaboration between Peet’s and Americana Restaurants (Sharjah City, Kuwait), one of the largest multi-brand restaurant operators in the Middle East and North Africa region. The companies inked an exclusive master franchise agreement in 2022.

A central focus of the Dubai locale is a Discovery Bar that invites patrons to take a “personalized coffee journey” through custom cups, tasting flights and experiential courses led by Peet’s roasters and baristas, the coffee purveyor said in a news release.

“The international coffee market is strong and growing as a new generation of coffee drinkers demands superior beans, technique and ingredients,” Peet’s President Eric Lauterbach said in the release. “This trusted, strategic partnership with Americana will bring better coffee to the fast-growing GCC (Gulf Cooperation Council) region.”

“We are delighted to launch Peet’s in the GCC, where the love of coffee is shared by millions of consumers,” said Amarpal Sandhu, CEO of Americana Restaurants. “Peet’s devotion to the art and science of brewing the most flavorful cup of coffee is exceptional, and we are excited to expand the brand to new GCC markets this year.”