Al Samadi Sweets, the popular confectionary brand which opened its first retail outlet in the UAE in 1982, has appointed Thomas Klein International, a professional business consultancy, to help extend its brand into a chain of cafés. 
The project will see Al Samadi Sweets, which was originally founded in Beirut in 1872, create a new line of cafés as part of the existing Al Samadi Sweets brand in the UAE.
The current three existing retail outlets, in Abu Dhabi, Dubai and Sharjah, will remain unchanged, while its first café of the new Al Samadi Sweets chain in the UAE will open in Dubai soon in the prestigious Boulevard Burj Dubai area.
A total of AED four million has been invested into the re-branding project, and Thomas Klein international will be responsible for developing the company’s new concept and name, as well as the design of the interior of the first French-Lebanese café in Dubai.
“We are adapting the Al Samadi brand name by slightly modernising the look of the brand whilst retaining the authentic heritage and feel. The owner has requested that we apply the existing values of the Al Samadi brand to the new cafes, as the company is well known in the UAE for its quality products. There will also be a strong focus on the service element of the restaurant, and we will continuously strive to produce the finest quality traditional Lebanese sweets using the freshest natural ingredients,” said Managing Partner of Thomas Klein International, Daniel G. During.
“Al Samadi Sweets and Café will be a completely new concept to the UAE and the company is planning to expand further into the Abu Dhabi market over the coming months,” added During.
The new Al Samadi Sweets and Café will carry a traditional French and Lebanese turn of the century café look and feel. Inspired by traditional café Ahwat Ezzez in Gemayze, St Germain cafes in Paris and the turn of the century Patisserie Boulangerie of Parisian neighborhoods, the new café will feature rich displays of more than 40 varieties of the well-know Al Samadi Arabic sweets, pastries and chocolates. In addition to the Arabic sweets and pastries on display, a variety of hot and cold mezze, sandwiches and salads will be freshly prepared served on demand.
“The location of the new café in Dubai in the Boulevard Burj Dubai area was specifically selected as it caters to both high-end corporate and residential markets. We are very impressed with the current projects in the area, and we definitely feel that the location matches our target audience perfectly,” added During.
The café will seat 50 to 100 people in approximately 200 square meters indoors and outdoors in a casual yet sophisticated environment.
“The café’s warm and classic interior will appeal to the entire UAE community, and we are hoping to attract all types of expats, Arabs and Europeans. It will be a contemporary celebration of traditions,” concluded During.
© 2009 Mena Report (www.menareport.com)
