Independent Chester-based company introduces its food concepts to Bahrain
Des Pheby, local businessman and founder of Pheby Food Concepts Group Ltd in Chester, has just signed an international franchise agreement with Box It, a healthy fast food restaurant in Bahrain, Middle East.
“I was introduced to Hadi, the owner of Box It, by our operations director Laura Harvey,” said Des. “This is a fantastic opportunity for all of our brands, especially when considering the tough times and challenges that the hospitality industry has been put through during the COVID-19 pandemic.”
This international franchise agreement will allow them to introduce six of their established food & beverage brands to 28 locations in Bahrain, making them available to 80% of the country’s entire population. It comes less than a year after the local company’s expansion to mainland Europe, where they inaugurated their first Wok & Go store in Portugal and are planning on opening 20 more branches over the next ten years.
This expansion plan involves their popular Asian-fusion concept Wok & Go, founded in Chester in 2008, Dough Dough, their Neapolitan-style pizzeria introduced to Northgate Street in 2019, and four of their dark kitchens, currently available on Deliveroo, JustEat and Uber Eats. These are Jack Burrito, which focuses on Mexican food and offers plenty of vegan options, Artisan Wrap Co, serving wok-tossed Asian-fusion wraps, Go Pho, a homage to the flavours of Vietnamese cuisine, and The Ramen Company, specialising in traditional ramen and Japanese street food.
“We are all incredibly excited about our future partnership,” added Des. “Hadi is very well established in the food & beverage sector in Bahrain, and we are confident that our brands are in good hands.”
Pheby Food Concepts Group Ltd is an independent restaurant management & franchise consultancy group founded by local businessman Des Pheby in 2008, and still based in Northgate Street. T
heir portfolio of brands includes several concepts inspired by different international cuisines.
Box It is a restaurant franchise in Bahrain that focuses on healthy fast food prepared in minutes using fresh ingredients and served in boxes to eat on the go. They serve a variety of continental dishes and allow their customers to create their own box.