Restaurant and DRC in tie-up

DUBAI - Karachi Darbar and Pepsi have partnered to promote the healthy option of traditional foods into the fast food marketplace typically dominated by western food establishments.

By A Staff Reporter

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Published: Fri 27 Aug 2004, 11:54 AM

Last updated: Wed 1 Apr 2015, 11:54 PM

The Karachi Darbar Group of Restaurants’ long-term contract with Dubai Refreshment Company (DRC), the sole franchisee and distributor for PepsiCo products in Dubai and Northern Emirates, will encourage consumers to set aside processed foods and return to the quality and wholesome foods found in Asia.

The restaurant group will offer family and combo meals featuring the Pepsi product family and Pepsi branding will be seen throughout the various outlets.

Ahmed Elleissy, Dubai Refreshment Company’s director of sales & distribution, said: “It is significant that the group has anticipated guest demand by making our products the first choice for their soft drinks.

“This is now becoming the dominant trend from casual eateries to five-star hotels.”

With plans for an established call centre to centralise all delivery orders by phone and Internet, the restaurant group will set a precedent of being the first sub-continent fast food to use electronic ordering in the region.

Karachi Darbar has 14 branches in Dubai and Sharjah.

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