KARACHI: Paramount Fine Foods, a Canada-based Middle Eastern cuisine franchise, is set to open its doors in Pakistan, aiming for 30 restaurants across the country in the next five years and creating employment opportunities for the youth.

Set up 17 years ago in Ontario, Canada, by Leba­nese immigrant Mohammad Fakih, Paramount now has 36 locations across Canada and plans to add another 60 restaurants around the world by the end of this year.

A memorandum of understanding was signed between Paramount Fine Foods and Pakistan Beverage Ltd (PBL) on Wednesday.

CEO and Managing Director of PBL Yasin H. Kassam and CEO of Paramount Fine Foods Saad Saleem signed the agreement for supply of carbonated and non-carbonated beverages to Paramount Fine Foods in Pakistan.

The ceremony was witnessed by Paramount Inter­na­­tional Chief Operating Officer Ali Khalil, ASA Corporation Partners Atif Khan and Shahrum Saleem, Director Operations of ASA Corporation Aman Virji, Director of PBL Zaid Yasin and General Manager of PBL Agha Muhammad Khan.

Mr Saleem said the Pakistani consumers’ food palate is expanding thanks to their travel. “With more and more people going to Dubai for vacations and getting a taste of Arab cuisine, there is demand for fine Middle Eastern dining. The roadside shawarma just doesn’t cut it. We picked the biggest Middle Eastern food chain and look forward to expanding,” he said.

Published in Dawn, November 3rd, 2016