TGI Fridays moves into the Middle East with Rastelli Foods Group partnership

TGI Fridays has now partnered with Rastelli Food Groups, a premium meat and seafood provider for retail, to launch a range of products in the Middle East.

The latest deal follows the release of a range of TGI Fridays pre-mixed cocktails within Tesco stores up and down the UK. The latest partnership was brokered by Beanstalk, TGI Fridays’ brand extension licensing agency.

Rastelli Foods Group collaborated with TGI Fridays development chefs to exclusively create the products for the Middle East. The initial range includes a number of TGI Fridays’ most famous menu items including Chicken Wings, Premium Burgers and Mozzarella Cheese sticks.

It will be debuting in the United Arab Emirates at one of the largest supermarket chains and will shortly be followed by launches in Saudi Arabia and Kuwait. In support of the launch, the supermarket chain will feature the new products and will also host sampling events for fans to taste and enjoy the products.

Then in 2019, the TGI Fridays range is expected to launch additional SKUs within the frozen category including appetisers, centre-of-plate and desserts.

Chris Phylactou, vice president of global licensing, strategic sourcing and brand protection at TGI Fridays, said: “In 1996, TGI Fridays opened the first restaurant in the Middle East and it has expanded to over 68 restaurants, becoming one of the most popular casual dining experiences in the region.

“We are thrilled to have the opportunity to expand TGI Fridays product offering with Rastelli Foods Group and deliver brand admirers a new way to make every day like Friday.”

Tony Rastelli, of Rastelli Foods Group, added: “We are excited to be working with TGI Fridays to extend its authentic American food offer in the Middle East. Rastelli has been providing premium foods in the region for many years, and the addition of TGI Fridays to our portfolio will help us reach a new consumer base at TGI Fridays fans and reward their brand loyalty with food that provides the authentic restaurant experience at home.”

Lisa Reiner, managing director of Beanstalk for Europe and Asia Pacific, concluded: “As the demand for authentic American style foods in the region has grown rapidly, this is the perfect time for TGI Fridays to partner with Rastelli Foods Group to launch the new TGI Fridays range and to expand that Friday feeling in the Middle East.” 

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