Where we want to be

  Be the leader and consumers’ brand of choice in the desserts/coffee segment in any chosen market
  Deliver returns to our stake holders
  Establish Sweet. as the gold standard of dessert/coffee experience
  Manipulate the brand to other formats, products
  Grow brand presence through a mix of  company-owned and franchised stores

Our key team members:

Omair Ali

Managing Director

Having spent 13+ years in the hospitality trader Omair progressed swiftly from waiter to Area Manager of a Nationwide food chain. Prior to the Sweet's Journey Omair had spent the last four years as a Development Director for prominent restaurant group within the UAE. Omair has a passion for customer service and only accepts the best.

Matthew Wood

Operations/Franchise Director

Matthew spent the early part of his professional career as a lawyer and has since undertaken Operations Consultancy for several multi national companies. Matthew takes a hands on approach to all aspects of Sweets growth including project managing the construction of each new site. Matthew has most recently been appointed Franchise Director and will report to the board on any potential opportunities.



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