Diyafa Holdings, a subsidiary of Global Banking Corporation (GBCorp), has announced the signing of the new franchising agreement with leading regional restaurant chain Shakespeare and Company.

The move is aimed at strengthening Diyafa Holdings’ diversified hospitality portfolio and opening up new business possibilities in one of the fastest-growing, food and beverage industry segments in Bahrain, said its top official.

Ahmed Al Khan, chairman of Diyafa Holdings, said the agreement with Shakespeare, renowned for its unique “Café Restaurant” concept, is another step forward in its drive to seek niche opportunities, even in challenging market conditions.

"This will enable us, take advantage of the significant, growth potential of the hospitality market and further add value, to Bahrain’s tourism sector, which currently contributes around 12 per cent of Bahrain's national income – a figure that is expected to increase to 25 per cent within the next 10 years,” he noted.

Al Khan emphasised that the company's aggressive expansion initiatives into the hospitality industry reflected the new business dynamics in addressing challenging market conditions.

"Tourism plays a crucial role in promoting growth in different sectors as Bahrain continues to be a favourite destination of tourists with diverse preferences and tastes. Such a venture is an important strategic move, in line with the fast growing restaurant industry, enabling us to expand our businesses in key growth areas and cater to new niche markets," he observed.

He pointed out that Bahrain was fast emerging as one of the region’s culinary centres and had something appetizing, to please the taste buds of both residents and visitors alike.

"Diyafa and Shakespeare are eagerly looking forward to offering a completely new, authentic fine dining experience to its customers," Al Khan added.

Dr Edward Saad, president of Shakespeare and Company said: “Diyafa Holding’s strong business focus as a quality-oriented company perfectly matches our own business philosophy, which is why we are very excited with this new venture."

Shakespeare's restaurants in the UAE, have been frequented by diners, from diverse backgrounds, particularly tourists from all over the world. This experience gives us a strong head start as we explore new ideas and concepts in our mission to offer a whole new kind of dining experience to this new market," he added.

Shakespeare and Co. built its reputation around its "Café Restaurant" concept, offering original culinary delights and a unique dining experience that has become the hallmark of its chain of restaurants.

"The menus are a welcome change both in its presentation, covered in delicate fabric and offering a gourmet feast of international, continental and lebanese cuisine with great options of sandwiches, soup and salads, scrumptious fresh fruit juices as well as gourmet coffee and tea," he added.

Shakespeare  has a successful track-record and currently operates, several restaurants as well as flower shops, pastry shops and a catering service in the UAE and other GCC countries.-TradeArabia News Service