For Immediate Release:
Freshii celebrates its official Middle Eastern opening with an expansion of its services
3 November 2010, Dubai, UAE – Freshii, the North American health food sensation, officially opened its
doors to the Middle East today. The occasion was marked with an official photocall at the DIFC outlet, that
saw Jennifer and Michael Boocher, Managing Partners of Freshii Middle East joined by Hana Al Herz, Head
of Insurance and Professional Services at DIFC Authority. The launch day was also celebrated with the
announcement of Freshii’s breakfast, delivery and online ordering services.
Known for its delicious, fully custom-built menu, sustainably grown ingredients and hip, environmentally
aware atmosphere, Freshii offers a new take on the concept of “fast food.” Shunning the stereotype of the
high-turnover, low-cost food outlet, Freshii is committed to serving its health-conscious customers in 18
cities around the world including LA, New York, Toronto, Vienna and now Dubai. Expansion is planned
across the UAE and into the Middle East in the coming months.
The new breakfast offering will now be served at the DIFC outlet from 7am until 10am and includes a
tempting selection of breakfast wraps, homemade oatmeal, yogurt parfait, hard boiled eggs and coffee.
The signature Freshii ‘build your own’ menu is available from 11am into the evening, with last orders at
10pm.
In addition to experiencing the Freshii atmosphere in-store, Dubai residents will now also be able to enjoy
all the benefits of a Freshii meal with the added convenience of online ordering through the Freshii website.
For ultimate convenience, those based in and around the DIFC, including Emaar Square and Sheikh Zayed
Road, will be able to participate in Freshii’s delivery option. The delivery option is set for expansion across
the Emirate in 2011.
The official opening of Freshii’s first Middle Eastern venture was conducted by Suhail Al Maktoum, Head of
Community Development for the DIFC AUthority. Of the new opening Mr Al Maktoum comments,
“The DIFC is delighted to welcome Freshii to the community. With people living increasingly active
lifestyles, it is important that food outlets like Freshii are able to step in and offer a quick, fresh and healthy
food option, to suit our clients’ needs.”
Jennifer Boocher, Managing Partner of Freshii Middle East states, "We think patrons in Dubai, like others
around the world, will demand fresher, healthier options from quick service restaurants in years to come,
and Freshii will fill that need. Freshii brings high quality, customizable menu options. The ingredients are
fresh and healthy, but at the same time, full of taste and very filling”.
www.Freshii.com
- ends Freshii LLC., Dubai International Financial Centre, P.O. Box 506780, Dubai, United Arab
Emirates.
About Freshii:
Freshii’s new store openings have been met by massive lines of people looking to satisfy their craving for a
nutritious meal on the go. Freshii’s menus operate around a ‘build your own’ format, offering salads,
burritos, wraps, rice bowls, yoghurts and soups. Each dish is personalised with ingredients from three
categories: Light - super low in fat, and high in fibre, essential vitamins, minerals, anitoxidants, and lean
protein; Balanced – essential fats, slow-burning carbs, good oils and high protein; and Classic – great
flavours to be enjoyed in moderation. Visit Freshii’s website to create a virtual salad, wrap, rice bowl or
soup and instantly see the nutritional value of your ingredients. Since 2005, Freshii has received
recognition as the perfect place for convenient, healthy and delicious meals and snacks served fast enough
to fit into anyone’s busy schedule. Freshii’s hip, friendly and environmentally aware atmosphere has
bought the concept fast popularity and triggered its nationwide expansion across North America with 60
locations open and under development in over 18 cities around the world – including Dubai and Vienna.
www.Freshii.com
Freshii Awards:
2005: ‘Best New Retail Concept in Canada’
2007: ‘22nd Fastest Growing Company in Canada’
2008: QSR Magazine dubbed Freshii ‘One to Watch’
2008: Freshii Founder & CEO Matthew Corrin was interviewed by Sir Richard Branson
2010: First Middle Eastern Freshii outlet opens in Dubai’s DIFC
About the DIFC
The Dubai International Financial Centre (DIFC) is an onshore finance and business hub connecting the
Middle East, Africa and South Asia region (MEASA) and the rest of the world.
Since its launch in 2004, the DIFC has established a current client base of 745 firms which have registered
at the Centre, including 16 of the world’s largest 20 banking institutions. Thousands of employees operate in
an open environment complemented by international regulations, laws and standards. The DIFC offers its
member institutions incentives such as 100 per cent foreign ownership, zero percent tax rate on income and
profits and no restriction on capital convertibility or profit repatriation. In addition, the DIFC’s clients benefit
from modern infrastructure, operational support services and business continuity facilities.
Freshii LLC., Dubai International Financial Centre, P.O. Box 506780, Dubai, United Arab
Emirates.