18 Oct 2021
Creams, the 100-strong dessert café chain, has signed its first international franchise partner with Cairo-based Mori International, to open 22 stores over the next five years in Egypt. Creating approximately 500 jobs for the country, the openings will include full size stores and kiosk formats.
Mori International, an established multi-brand hospitality business, will open the first Creams Cafe in December in Cairo’s Garden 8 shopping mall, located in the upmarket and fashionable Fifth Settlement district.
The deal was sealed at a signing at the British Ambassador’s Cairo residence, with several attendees from the British Embassy, as well as representatives from Creams Cafe and Mori International.
The first Cairo Creams will span 3,000 sq. ft, accommodating 120 covers, with the interiors following Creams’ trademark style inspired by skateboard culture, utilising raw materials and modular design techniques. Unique touches including BMX bikes, neon signage and graffiti walls will create a fun and vibrant space that reflects the brand’s flamboyant desserts.
The menu will offer all of Creams’ signature serves, from sundaes and waffles to cookie dough desserts and milkshakes, whilst incorporating local flavours and toppings unique to Egypt.
Adam Mani, CEO & Founder of Creams Cafe said: “I’m incredibly proud to announce the first stage of our plans to expand Creams internationally. We are delighted 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!”
Hossam Fahmy, Founder & CEO Mori International added: “I am very excited about this partnership as it extends the diversity of Mori International’s brand offering with Creams’ delicious dessert portfolio, as well as fortifying our position as the leading casual dining group in Egypt, always introducing yummy innovations to our consumers.”
Anisah Dathi, Egypt Country Director for the UK Department for International Trade said: ‘‘I am delighted to have witness the signing of this deal, bringing Creams Cafe, one of the UK’s leading dessert brands, to Egypt. This will drive jobs and growth in both countries, and is one of many new UK investments we are seeing across Egypt and the continent, reflecting the Prime Minister’s clear commitment to boost trade and investment and build back better. I look forward to visiting the first branch, and to an even stronger UK-Egypt business partnership in future.’’
Creams’ expansion into Egypt is the first of several international agreements in the pipeline, with plans to take the brand around the globe.