The Second Cup Coffee Company Inc. (Second Cup), is celebrating the opening of its 100th international café at the Prestige Cars Complex in Abu Dhabi, in association with Bin Hendi Enterprises. This represents the 16th location in United Arab Emirates a region in which the company anticipates ending the year with 25 locations.

Speaking on the occasion, Mr. Mohi-Din Binhendi, President of Bin Hendi Enterprises credited a robust relationship with Second Cup as a key factor in its successful growth in the UAE and other Gulf Countries under its umbrella and said, "In a little more than 10 years Second Cup has built strong brand recognition in the Middle East region and we view its future as exceptionally positive in view of the growing coffee market and Second Cup’s visionary innovations with a local flavour."

Mr. Bassel Ammar, General Manager, Bin Hendi Hospitality & Franchising, also added, "The popularity of the Second Cup coffee brand is apparent as consumers continue to choose it for the exceptional taste and brand personality. The growing number of outlets is a direct reflection of the demand and response we have received from consumers, and we’re excited to enter the next phase of growth with Second Cup. In our exceedingly global marketplace, Second Cup is an international brand which customers recognize and love, and are pleased to enjoy across a growing number of locations."

Jim Ragas, President of Second Cup International, added, "We are gratified and have extend our congratulations upon the achievement of this 100th café milestone of our first international franchise partner Bin Hendi Enterprises in the United Arab Emirates. Since embarking on this growth in 2002 our franchise partner has developed the Second Cup Brand through their sub-franchise partners in Qatar, Oman, Saudi Arabia, Syria, Bahrain and Jordan where they have developed 40 Second Cup locations. To date, guests in 21 regions around the world have embraced the Second Cup Coffee café offerings and we are eager to strategically build on that momentum with further international expansion."

"Second Cup believes that having strong local owners as operators and franchise partners is instrumental to our success internationally and is a key reason for our continued growth with year on year sales rising for the third consecutive year. Accelerated international expansion is one of the main pillars that we continue to build upon to achieve our vision of being a leading global premium café brand by delivering a superior guest experience. We are fortunate to have franchise partners who share our passion for the specialty coffee business and who are fully aligned with the Second Cup vision," Ragas stated.

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