Dessert café chain Creams has signed its first international franchise partner with Cairo-based hospitality business Mori International. The agreement will allow Creams to roll out 22 new stores in Egypt, over the next five years.
The deal includes opening full size stores and kiosk formats. This will create approximately 500 new jobs for the Egyptian market.
Mori International will open the first Creams Cafe in December in Cairo’s Garden 8 shopping mall, which will span 3,000 sq. ft and accommodate 120 covers. The interiors are set to follow the trademark style, taking inspiration from the skateboard culture, utilising raw materials and modular design techniques.
“I’m incredibly proud to announce the first stage of our plans to expand Creams internationally. We are happy to have found a like-minded, seasoned multi-site operator like Mori International, to grow the brand in Egypt – they are as passionate about desserts and innovation as we are,” says Creams CEO and founder Adam Mani.
The Egyptian deal is just the first of several international agreements for Creams. They are looking to expand the brand globally.
Known for its flamboyant desserts, Creams was founded in 2008 by Adam Mani and Balal Aqil . By end of 2020, they employed more than 1,400 people in 93 branches. (Website link)
In December 2020, Pistachio Holdings acquired a majority stake in Creams. The founders Mani and Aqil were to remain involved in the business.
They call themselves: The UK’s favourite dessert parlour with over 90 cafes serving Ice Cream | Waffles | Crepes | Sundaes | Milkshakes | Dougnuts | Coffee. Their Italian gelato is famous for its smooth, rich and creamy taste.
Established in 2007 in Cairo, Egypt, Mori International opened the very first Egyptian fusion sushi concept, Mori Sushi, which was followed by Tamara Lebanese Bistro, MINCE Burgers, and Ted’s restaurants. Their “Mori Sushi”, specializing in Japanese cuisine, has 18 branches in Egypt and one branch in Dubai.
Also in December 2020, Mori International signed an agreement to open new restaurants in Open Air Mall, in Cairo, Egypt. The Open Air Mall is one of the largest in the Middle East and is the only super-regional open-air shopping centre in Egypt.