Texas-style BBQ franchise Dickey’s Barbecue Pit has announced its first overseas franchise agreement. 45 new Dickey’s outlets will open in seven Middle East countries following the signing of an agreement with Serenity Hospitality, LLC.
Roland Dickey, Jr, CEO of Dickey’s Capital Group, said “My family started Dickey’s in 1941 and since then we have grown the Dickey’s brand exponentially, turning it into a household name nationwide. We have been searching for the perfect partner to be the first to take our company international and I believe we have found that in Serenity Hospitality. They see the vision we have for the future of Dickey’s and will be an integral part of that. We greatly look forward to this partnership and the success that Dickey’s will see in the Middle East.”
Serenity Hospitality is led by Chief Executive Officer Youssef El Habbal who has over 20 years of experience in the hospitality industry, said, “At Serenity Hospitality, LLC we take pride in owning innovative Food and Beverage concepts. After doing much research of high-quality American brands, we found that Dickey’s business model, menu options and future plans aligned perfectly with what we were looking for. A company’s values and heritage are extremely important to us, and Dickey’s long family-owned history along with their promise to serve only the best food to their guests meet the values that we look for in a partner.”