After entering the buzzing Dubai F&B landscape in late 2019, Brunch & Cake quickly won hearts and expanded across Dubai and Abu Dhabi. Innovision Holding, the private holding company behind Flip International, the leading F&B consultancy that first brought the concept into the region, has now acquired the Brunch & Cake brand globally with extensive expansion plans across a multitude of countries.
In a highly competitive landscape where homegrown concepts seek acquisition from international partners, Innovision Holding has strategically localised Brunch & Cake into a household name and a lifestyle brand that is highly desirable for consumers as well as investors.
Currently operating in 10 outlets, the brand is expected to reach a total of 15 outlets by end of next year and plans to grow at a rate of 4-5 outlets every year. With more venues being rolled out in the UAE soon, the brand is set to open new locations across markets like Saudi Arabia, United Kingdom, Egypt, Qatar, India, and Switzerland. The brand also has plans to strategically enter the Asian market with their sights on key locations like Hong Kong and Singapore in the next few years.
Brunch & Cake’s first location in Saudi Arabia is set to launch in Riyadh in September 2022 with more to follow across the country. The expansion in Saudi Arabia is being executed in partnership with Janiya investments owned by Alrajhi Family. The Brunch & Cake family is currently made up of 300 members and is expected to increase to 800 globally next year.
Co-founders of Innovision Holding, Amjad Barakat & Jamal Wick are seasoned veterans of the UAE’s F&B and hospitality scene. Off the back of multiple successes, the most notable of which is the UAE’s Bespoke Industries, the tandem have also mobilised a diverse range of brands across multiple sectors. Their global acquisition of the Brunch & Cake brand provides further evidence of their insatiable appetite for growth fuelled by innovation.
Currently, Brunch & Cake is available in the UAE at Al Wasl 51 and The Pointe in Dubai, and Marsa Al Bateen in Abu Dhabi and soon in Jumeirah Island community.
CEO of Global restaurants & Director of Business Development Innovision Holding, Amjad Barakat said, “With the entrepreneurial spirit of the UAE, most concepts are first established here and then acquired by international partners. In our case, Brunch & Cake Dubai truly became a landmark in the region which encouraged us to buy out the original flagship concept in Barcelona along with global brand Rights. The reverse acquisition of the business is due to the high demand and success of the concept locally. We have faith in the Brunch & Cake brand to achieve exponential success on a global level. With the backing of strong and reputable investors such as Abdualziz Suliman Alrajhi, owners of Alrajhi bank – the largest bank in Saudi Arabia, the brand’s expansion globally will be expedited and bring much value to the company.”