Reif Japanese Kushiyaki announces expansion plans across Middle East
Mita Srinivasan
10x Industry

Reif Japanese Kushiyaki announces expansion plans across Middle East

Four franchise restaurants planned in Egypt and Saudi Arabia amidst regional expansion

Homegrown Dubai concept, Reif Japanese Kushiyaki, recognised for an unconventional spin on Japanese food, is expanding with six new restaurants in the UAE, Egypt and Saudi Arabia. In UAE, the licensed version of Reif Japanese Kushiyaki will open in Souk Al Bahar along with an expansion of its current restaurant in Dar Wasl mall to accommodate a new bakery and breakfast café.

May 2020 will see the opening of its first franchised Reif Japanese Kushiyaki restaurant in Cairo with Baky Hospitality set to seat 140 diners in a licensed space. Three new franchised locations are also being explored for Riyadh, Saudi Arabia with the first due to open later this year.

To support the development drive, Reif Othman’s longstanding chef of over a decade, Jun Tomioka with 16 years of experience, takes on a regional chef de cuisine role for the existing restaurants, Reif Japanese Kushiyaki in Dar Wasl and Food District, and Kushi by Reif at Depachika, Nakheel Mall – as well as upcoming openings.

Ahsan Kahlon, co-owner, Reif Japanese Kushiyaki, and Reif Othman’s business partner said, “It was always our intention to expand the Reif Japanese Kushiyaki brand regionally and internationally. In light of the pandemic, we have been able to negotiate compelling deals with landlords and franchisees, allowing us to take the concept further afield in the UAE, Egypt and Saudi Arabia. We are also assessing additional locations both in the region and globally.”

Reif Japanese Kushiyaki in Dar Wasl mall reported a Q4 2020 year on year revenue increase of 85 per cent, attributed to a consistent and creative menu offering, loyal clientele and engaging communication over the lockdown.

Reif Japanese Kushiyaki restaurants, which boasts both terrace and indoor seating across all locations, follow the latest health and safety municipality directives including state-of-the-art air filtering systems, masks, sanitisation, safe spacing and Perspex dividers.