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The Living Concepts (TLC) won the master franchise rights for their second restaurant concept, Jalapeno Charlie’s to be opened in Bahrain.
This $2 million deal was signed in Atlanta between The Living Concepts managing director Abdul Wahed Al Kooheji and Jalapeno Charlie’s franchise owner Brent Gilbertson, president of Fire of Brazil Inc.
The signed agreement provides TLC with the exclusive rights to expand Jalapeno Charlie’s Mexican Cuisine into the Middle East and North Africa.
The Living Concepts Group has already purchased master franchise rights for Fire Of Brazil Internationally, their first location in the Kingdom of Bahrain is scheduled to open in August in Seef Mall extension.
Mr Al Kooheji stated “There is no doubt that the new project will contribute to highlighting Bahrain as a global franchise destination, providing the business sector with a strong drive to further diversify the economy.
“We will work hard to develop this family entertainment destination. Our objective is to introduce the highest quality in restaurant business to the region,” he added.
TLC targets to spread Jalapeno Charlie’s International to be found and developed from Bahrain, United Arab Emirates, Oman, Saudi Arabia, Qatar, Kuwait, Jordan, Lebanon, Morocco, Egypt, Libya to Algeria.
Jalapeno Charlie’s is a chic Latin-Mexican Fusion themed restaurant.
This concept offers customers a choice of a fun, energetic and casual dining experience. And it is expected to open in Bahrain by mid-2008
Grasping its name from the “living” nature of its leisure and relaxation (lifestyle) brands, retail, hospitality, food and dining that it promotes and develops.
The Living Concepts vision is to combine traditional with modern values and bring high-end quality franchises to individuals and letting them indulge their senses in all aspects of life.
Other brands that the company owns franchise to are: Fire Of Brazil, Maya La Chocolaterie, Dash Coffee, Love Salad and Nrgize Juice Bars.
