Mhanna expands into express concept
Joz Lebanese Diner concept to be exported to the US
Casino Mhanna, a local cuisine restaurant chain, opened the first outlet of ‘Joz Lebanese Diner’, a casual concept it has developed. The restaurant, which opened last month in Antelias has a seating capacity of 100.
Investment in the first outlet was around $1.5 million. According to Mhanna, more outlets are being planned for other areas throughout the country. “We are currently negotiating with a partner in the US market, and we expect to launch our first outlet there in 2016.” Branches in Arab countries are also being considered.
“People want to eat good Lebanese food in an express way, and à la carte,” said Nayla Mhanna, Marketing and Business Development Manager of Joz.
Mhanna targets the 18-40 age bracket, whereas Casino Mhanna’s clientele targets an older bracket.
According to Mhanna, the design agency of the concept, M&C Saatchi, suggested several names for the restaurant, before the company settled on ‘Joz Lebanese Diner’ because it is easy to pronounce and spell in foreign countries.
Date Posted: Feb 23, 2015