Marka, the Dubai-listed retail and restaurants start-up, plans to open a Uefa Champions League Experience concept store featuring retail and casual dining. The Yas Mall outlet is set to open in May.
“The project represents a multimillion-dirham investment,” said Nick Peel, the chief executive of Marka. “Marka plans to roll-out Uefa Champions League Experience across the Middle East. The first location, a 17,000-square-foot space in Yas Mall in Abu Dhabi, will be followed by a location in Dubai, with plans to expand across the GCC and beyond in the near term.
“Uefa Champions League is the most popular club football competition in the world and enjoys a following across the Middle East. It will be the ideal destination for all football fans to come and enjoy the best of European football.”
The football-themed restaurant will feature a family-focused menu that reflects a range of European flavours, including French, English, Spanish, German, Italian and Portuguese, said Mr Peel.
Experts say the concept is a strong one in business terms.
“The food and beverage sector is expected to expand over the coming years in the UAE by an average 4 per cent value growth rate,” said Natalia Gorzawski, a senior analyst with Euromonitor International.
“As Abu Dhabi is emerging as a new tourist hot spot, the F&B scene in the capital is expected to boom as well. The F&B scene in the UAE is diverse and consumers are interested in unusual and innovative concepts.
“However, in other Arab countries, themed restaurants like the Uefa Champions League concept would cater only to the demand of the upper class, as middle-class and lower-income consumers are hesitant to spend money.”
Marka’s venture will not only work as an F&B outlet, but will also have memorabilia signed by football legends such as Lionel Messi, Steven Gerrard and Cristiano Ronaldo on display and for purchase.
The announcement did little to help Marka shares, which fell 3.85 per cent to Dh1.25 yesterday.
ascott@thenational.ae
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