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A deep dive into Chipotle’s launch in the Middle East

Campaign Middle East speaks with Alshaya's CEO John Hadden to understand the strategy behind Chipotle's launch in the Middle East.

Chipotle’s launch in Dubai. From left: John Hadden, CEO, Al Shaya; Chief Business Development Officer Nate Lawton; Shahram Shamsaee, Chief Executive Officer, Merex Investment.

On Wednesday, 2 October, Chipotle opened its doors in Dubai with the launch of its first store in the UAE at The Beach in Jumeirah Beach Residences (JBR).

The American Mexican-grill fast food chain partnered with international franchise retail operator Alshaya Group, and Merex Investment, a joint venture between Dubai Holding and Brookfield Asset Management, to bring the brand to the UAE.

Alshaya first introduced the brand to the region i


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