Chili’s awarded a SUPERBRAND again
Casual Dining Brand maintainsit strong brand equity in the Middle East for 9 consecutive years
Dubai 22ndJune 2015 :When it comes to casual dining for families and friends, nothing tops Chili’s. This was proven again on 15thJune 2015. Chili’s was awarded the Superbrand recognition for the 9thtime in a row at the Superbrands award ceremony held at The Intercontinental – Dubai Festival City.
Chili’s is a household name in the Emirates thanks to Saleh Bin Lahej Group – Hospitality Division. Having opened its door to the public in 1997, Saleh Bin Lahej Group – Hospitality Division has not looked back and now operateschili’s outlets across the country. Chili’s has just concluded their successful campaign for “Chef Cuts” under their new tag line “More Life Happens Here”, which garnered tremendous positive response from their customers.
"Our target audience has gotten more sophisticated," says Mr. Mohamed Saleh Bin Lahej, CEO of Saleh Bin Lahej Group – Hospitality Group.He also adds, “At Chili’s we constantly provide new customer experiences like the recently concluded Chef Cuts which was greatly appreciated by all.”
Last year, Chili’s had undergone unprecedented growth and broke the mark of 2 million satisfied customers, a figure which exemplifies the strength of the brand as well as vindicates the Group’s bullish investment and growth plans in the UAE. During Ramadan, Chili’s is all set to entice its loyal customers with special deals for the holy month.
Saleh Bin Lahej Group – Hospitality Division’s belief in Chili’s and strength in the brand’s consumer appreciation has led to many innovations. Their “Kitchen of the Future” concept and ideology has resulted ininfrastructure upgrades in terms of new kitchen equipment anda move towardshigh quality products at a faster pace. The flexibility of the new equipment infrastructurewould allow the development of new menu categories and standardised products across outlets, that would result in increased guest satisfaction.
About Saleh Bin Lahej Group – Hospitality Division
Today, Saleh Bin Lahej Group-Hospitality Division holds the franchises of major U.S. based culinary brands such as Chili's, Romano’s Macaroni Grill, El Chico, Cantina Laredo, Silver Fox and III Forks along with Asia-based culinary brands, namely Black Canyon and The Pizza Company. Saleh Bin Lahej Group-Hospitality Division has been operating Casual Dining Restaurant Brands from its humble beginning in 1997. Today, the Group has grown to 50 branches across the Middle East, while nurturing more than 1,700++ employees.
Renowned as the largest Southwestern chain with over 1,500 restaurants worldwide in 33 countries, including 50 restaurants in the GCC, Chili’s stands as an International Stalwart of Casual Dining. Chili’s has consistently delivered to the expectations of its clientele and has been named in UAE as a Superbrand for the past nine consecutive years and is Ahlan! Best in Dubai 2010 Winner of Best Family Restaurant, and winner of Middle East Best Restaurant Excellence Award by the Middle East Institute.