Bird & Bird advises Café Rouge on Middle East expansion

Bird & Bird's Franchising, Licensing and Multi-Channel strategies team has advised Café Rouge, part of the Tragus Group, on the the group's first international franchise venture in the UAE.
 
LONDON - Jan. 22, 2014 - PRLog -- 22 January 2014

Bird & Bird advises Café Rouge on Middle East expansion

Bird & Bird's Franchising, Licensing and Multi-Channel strategies team has advised Café Rouge, part of the Tragus Group, the largest operator of some of the UK's best known restaurant brands including Bella Italia and Strada, on the grant of the group's first international franchise venture for Café Rouge in the UAE.

Diamond Lifestyle, one of the newest additions to the Middle East's lifestyle hospitality sector has been granted the Café Rouge franchise in the UAE ahead of the Expo 2020, which is set to make the region one of the leading Food & Beverage (F&B) destinations in the world.  Café Rouge has been operational in the UK for over 20 years, and currently has 126 restaurants.

The team from Bird & Bird was comprised of partners based in both the UK and the UAE, who advised Tragus Group on the structuring requirements of the franchise agreement as well as negotiating their entry into the Middle East market.

Graeme Payne, partner, Bird & Bird said: "We were thrilled to be appointed to advise on this acquisition. In the last few years members of Bird & Bird's team here have advised a considerable number of UK high street brands in the F&B sector on international expansions, and particularly the Middle and Far East, which are both fertile grounds for both well-known and growing UK brands."

Phil Derbyshire, Group Property Director, Tragus Group said: "As our first overseas venture, it was of huge importance to us to find the right advisers to work with. The decision to appoint Bird & Bird was based on both their international reach as well as the significant expertise of the Franchising team. We have been very pleased with the advice and guidance we have received from the team, and look forward to continuing the relationship."

The Bird & Bird team was comprised of Graeme Payne, Melissa Murray and Nicholas Green.

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For more information please contact:

Lizzie Hannaway


Tel: + 44 (0)20 7982 6484

Email: elizabeth.hannaway@twobirds.com (mailto:katie.hatcher@twobirds.com)

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About Bird & Bird LLP

Bird & Bird LLP is an international law firm, with a rare and invaluable grasp of strategic commercial issues. We combine exceptional legal expertise with deep industry knowledge and refreshingly creative thinking, to help clients achieve their commercial goals. We have over 1000 lawyers in 26 offices across Europe, the Middle East and Asia, as well as close ties with firms in other parts of the world. If you want to find out more, visit www.twobirds.com.

About Tragus Group

Tragus www.tragusgroup.com


Tragus is one of the largest casual dining restaurant chain operators in the UK, with 298 sites across the country. Tragus operates primarily under the Café Rouge, Bella Italia and Strada formats in the UK.

Café Rouge (126sites), www.caferouge.co.uk

Café Rouge is with sites designed to provide the look and feel of a classic Parisian bistro, with a menu which includes such bistro classics as steak frites, and tarte tatin. Café Rouge is predominantly a high street brand but also operates successfully in shopping centres, airports & transport hubs.

Strada (72 sites), www.strada.co.uk,

Strada is a group of contemporary Italian restaurants located on the high street serving good quality, simple, freshly prepared dishes using the finest seasonal produce. The menu offers hand stretched pizzas, pastas, risotto and grilled meat and fish dishes.

Bella Italia (89 sites), www.bellaitalia.co.uk

Bella Italia is an all-day Italian trattoria with a rustic ambience. Its restaurants are in prime locations predominantly on the high street but it also operates from leisure park sites. In addition to classic pizzas and pasta its broad menu also includes a range of grill main courses, sandwiches and salads.

Belgo

Belgo is Britain’s favourite Belgian restaurant, famous for Moules, beer and a great night out.

Concessions

Of its 298 sites, twenty are operated as Concessions at Heathrow, Gatwick and in Center Parcs.

Tragus also operates 14 Brasseries under the brands Huxleys, Belgo, Amalfi, Potters and Ortega
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