Belhasa Group recognizes the potential of branded food and beverage leisure retail and is developing its interests by partnering with top global and local brands.

The strategy for Belhasa Hospitality is to develop a balanced portfolio of branded food and beverage leisure retail concepts.

The first positive result of these deliberations was the franchise agreement signed with Ben's Cookies in late 2010, a niche UK-based brand that excels in delivering freshly baked cookies on site. The brand is well known by UAE nationals and expatriates who travel to the UK and it is reported that bag loads of Ben's Cookies are transported back to the UAE. This speaks volumes of the following already reached in the UAE without the actual presence of Ben's Cookies in the area. This is about to receive a huge boost as the first Ben's Cookies outlet will open at Dubai International Airport Terminal 3 during March 2011 and will be followed by a second outlet in one of Dubai's top end shopping centres.

Other new franchise brands are currently under negotiation for local and regional roll-out.