Pie Face Signs Agreement with Landmark Hospitality to Open 100 Stores in the Middle East | Business Wire

NEW YORK–(BUSINESS WIRE)–Pie

Face Holdings Pty Ltd, an Australian micro-bakery cafe chain

specializing in sweet and savoury pies with a US subsidiary which

recently opened seven Pie Face stores in Manhattan, will expand its

operations into the Middle East as a result of the signing of a major

agreement with the hospitality division of Landmark Group, a Dubai-based

retail and hospitality conglomerate with operations in retail,

hospitality, leisure, health and wellness.

Foodmark, a division of Landmark Hospitality has committed to opening a

minimum of 100 Pie Face stores in the UAE, Saudi Arabia, Kuwait, Bahrain

and Qatar over the next ten years. A number of commissaries will also be

opened, to support specialist production of Pie Face products for the

Middle East.

Pie Face entered its first foreign market, the United States, in early

2012 when it launched in Manhattan, was featured on Late Night with

David Letterman and attracted US$15 million for its Manhattan roll

out from Steve Wynn (the founder and CEO of Wynn Resorts).

Pie Face recently entered the New Zealand market with partners Julian

Field and Jared Palmer who opened their first store in Auckland on

September 1, 2013 and are committed to open 62 Pie Face stores across

the North and South Islands over the next 10 years.

The company is also in discussions with potential partners in Indonesia,

Japan, India and Canada.

Pie Face retained Univest Consultancy Group, W.L.L, a global advisory

firm based in Kuwait, to advise on Pie Face’s entry into the Middle East

and conduct the search for the most suitable partners for the region.

Landmark was selected due to its strong track record in retailing in the

region, its commitment to growing the region’s food and beverage sector,

and its enthusiasm for the Pie Face brand and business model.

Wayne Homschek, co-Founder and CEO of Pie Face, said “We're excited

that our work with Univest has led us to be in partnership with a group

such as Landmark Group in this region. The Group has a 40-year track

record in the Middle East, is the largest retail tenant in the region

with over 22 million square feet of retail space and over 45,000

employees and has a dedicated and experienced food services team.”

Kieran Mallon, COO of Foodmark, the food &. Beverage division of Landmark

Hospitality, said, “We're thrilled to be in partnership with Pie Face

and it marks our entry into the bakery café segment. It's our endeavour

to keep introducing new concepts to the region and Pie Face is a

globally unique concept with a fantastic product, a quirky brand, a

fantastic business model and an experienced management team. We look

forwards to making this an iconic brand and delighting customers in the

Middle East with a completely new offering.”

Khaled El-Marsafy, Vice Chairman of Univest, said “Pie Face offers

superior-quality, fresh-baked products complemented with great coffee.

This provides Landmark Hospitality a unique opportunity to enter and

penetrate the Middle East coffee market with such an innovative bakery

café brand. Univest is proud to have brought Pie Face and Landmark

Hospitality together and will continue to support Pie Face through our

Dubai based office dedicated to the food and beverage industry.”

Pie Face was advised by the law firm Golenbock, Eiseman, Assor, Bell and

Peskoe LLP, New York, New York

About Pie Face

Pie Face is an 80-unit micro bakery café chain founded in Sydney,

Australia in 2003. It's currently operating in Australia, New Zealand

and the United States, with plans for entry into additional

international markets in the next 12-24 months. The Company makes savoury

and sweet pies, pastries. Other baked products from scratch in

addition to serving gourmet espresso and filtered coffee through its

“wake me up” coffee range. Pie Face launched in Manhattan in early 2012

and now has seven company owned/operated stores operating profitably.

The Company operates a “hub and spoke” business model whereby it builds

independent commissaries in each major market it enters where all pastry

products are made from scratch. The products are shipped to its stores

where they're baked fresh 24 hours per day.

About Foodmark

Foodmark is the food and beverage arm of Landmark Hospitality.

Established in 2007, Foodmark operates a number of internationally

franchised restaurants within the UAE, Kuwait and Qatar including

Carluccio’s, Chi’Zen, Mango Tree and Max’s Restaurant. Foodmark launched

has its own brand restaurant, Zafran in July 2010. Foodmark also has

joint ventures with Ushna, The Meat Company, La Gaufrette and Bazerkan.

The latest addition to the Foodmark portfolio has been Max Burger, a

burger franchise from Sweden.

For more information please visit, www.landmarkgroup.com.

About Univest Consultancy Group, W.L.L

Univest Consultancy Group, W.L.L is a Middle East based investment

advisory firm that actively leverages its extensive global partnerships

and seasoned network to systematically identify. Directly access and

efficiently short list the most unique opportunities in the

ever-changing international markets. As a result, Univest Group

facilitates rare sought after opportunities on an exclusive basis to its

clients worldwide. Univest Group is proud to bridge the gap across

boundaries and provides its clients in the MENA region with direct

access to capitalise on these attractive investment opportunities at the

right stage of investment.

New York:
YC MEDIA
Kimberly Yorio, 212-609-5009
[email protected]