May 23, 2024

C3 & Kitopi launch international renowned brands, Umami Burger & Sam’s Crispy Chicken to UAE market

 C3 & Kitopi launch international renowned brands, Umami Burger & Sam’s Crispy Chicken to UAE market

The partnership officially introduces C3’s popular culinary market Citizens to the Middle East by launching Umami Burger and Sam’s Crispy Chicken with plans to expand with new brands Krispy Rice and Kumi to the global market.

Within first year, C³ has aggressive plans to launch 150 brand locations across the UAE.

C3 is currently present in 800 locations and has served over 2.3 million orders.

Dubai, UAE (January 2022): Leading global food tech company C3 (Creating Culinary Community) through its well-known platform Citizens, along with Kitopi’s unmatched network of virtual kitchens, have further solidified their footprint in the UAE by bringing renowned celebrity favourite US brands, Umami Burger and Sam’s Crispy Chicken to the Middle East.

Food enthusiasts can now relinquish offerings from these brands via delivery apps including, Deliveroo, Zomato, Talabat, and Careem.


Additional major F&B brands Krispy Rice, and Kumi will be launched in Q2 2022.  

Launched in 2019 by Sam Nazarian, Founder and CEO, C3 has pioneered the food tech space and is the fastest growing restaurant group in history. C3 has a presence in the USA, growing at a pace of more than 800 locations per year and has served over 2.3 million orders. Through expansion, C3 is bringing its’ influential collective of globally renowned culinary talents to the UAE for the first time. Across C3 portfolio brands, Chefs, Masaharu MorimotoDario CecchiniKatsuya UechiDani GarciaAlvin Cailan, Shimi Aaron and morehave made haute cuisine accessible, cultivating a global community of fans, includingCindy Crawford, Jon Bonjovi, Jaden Smith, Justin and Hailey Bieber, Diplo and Paris Hilton.

Sam Nazarian, Founder, and Chief Executive Officer of Creating Culinary Community, C3, said, “We are thrilled to launch our unique proposition in the Middle East region and positively contribute to the growth of the F&B sector in the UAE. With the sector ever-evolving and undergoing disruption, we want to drive that transformation and create meaningful and impactful experiences that are driven by communities.”

Currently available throughout the UAE, C3 brands Umami Burger, Sam’s Crispy Chicken, In a Bun and The Other Side provide a culinary experience on the go for individuals who want to get out of the kitchen, relax, and take in the Fifth Taste Experience. Whether it is lunch for one, a feast for the family, or simply a cosy dinner for two at the ease of your home, rest assured C3’s newest brands in the UAE have got you covered.

C³ plans to launch 150 brand locations across UAE in partnership with Kitopi and with continued development, introducing the company’s popular restaurant brands to consumers with additional markets to come through Kitopi’s network throughout the Middle East and Asia.

Nazarian added,From the outset, international expansion has been a key component of C3’s business strategy. When it came time to put that idea into action, we decided we wanted to work with Kitopi and launch our brands in a key region like the Middle East. Based on Kitopi’s initial success in the UAE market, we look forward to expanding our offerings to bring additional chef-led C3 brands to the region.”

The expansion plans reflect C3’s commitment to compliment the UAE’s thriving F&B industry by bringing popular C3 brands Krispy Rice and Kumi to the UAE at a later date with plans for continued expansion in the UAE and internationally.  To date C3 has hired more than 3,500 employees across the U.S. with plans to hire another 5,000 employees domestically and internationally with offices in the United Arab Emirates, Paris, Miami, Los Angeles, New York and Riyadh, Saudi Arabia.

Current offerings include:

Umami Burger:

Since 2009 Umami Burger has been serving up crave-able burgers and shareable sides earning the brand a place among Los Angeles’ best restaurant lists and topping the nation’s best burger lists. Voted GQ Magazine’s “Burger of the Year,” Men’s Journal’s “Best Burger in America,” and one of the “25 Most Innovative Consumer Brands of 2016” by Forbes’ CircleUp25, Umami Burger brings bold flavor to the forefront by carefully curating ingredients to elevate “the fifth taste” providing a rich, savory essence of Umami and making Umami Burger the #1 destination for the world’s best burgers.

Sam’s Crispy Chicken:

Sam’s Crispy Chicken is a fast-casual dining concept that is a spicy nod to southern flavor. A restaurant spin-off based on the popularity of Umami’s Crispy Diablo Burger, Sam’s Crispy Chicken offers Southern-fried chicken specialties that are 100% antibiotic and hormone free. Popular menu items range from Sam’s Crispy Chicken Sandwich, The BBQ Sandwich, Caesar Chicken Sandwich, Chik’n Wings, Mac N’ Cheese, Fried Pickles and Chicken Tenders.

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