Franke to strengthen brand presence in the Middle East

Franke Coffee Systems will participate in its first GulfHost event in 2024, which will be held at the Dubai World Trade Centre from 5 to 7 November.

GulfHost has been described as one of the most important events for the hospitality industry in the Middle East and North Africa area, showcasing the latest advancements in foodservice and hospitality technology and attracting more than 25,000 professionals.

Franke aims to strengthen its brand presence in the region by showcasing at the event. At GulfHost 2024, Franke will introduce the Mytico Due and Mytico Vario PF to the Middle East.

“The Mytico Due’s automated operation and intuitive design, coupled with its low machine height, allow baristas to easily engage with customers, creating memorable moments and fostering loyalty,” Franke said in a statement.

“Mytico Vario’s integrated milk system helps reduce milk waste, while its PrecisionFoam technology ensures unparalleled milk foam quality in the exact desired quantity and density at the touch of a button.”

The Mytico is said to address rising consumer expectations amid a global shortage of skilled staff.

“Advanced Franke Coffee Technologies ensure superior performance, ease of use, and consistently high in-cup quality,” says Franke.

Additionally, the Mytico has been shortlisted for the GulfHost Innovation Awards 2024 and has made it to the final round. Winning products will be announced on the first day of the tradeshow.

Machines from the modular A line range will also be on display including the A300, the semi-automatic S700, and the A600 and A800, and will be showcased at Franke’s booth: A64 in Hall Za’abeel Z5.

“At Franke Coffee Systems, the customer is at the heart of everything we do. With innovation and advanced technology, we strive to fulfil their requirements,” says Marco Zancolò, CEO of Franke.

“Our participation in GulfHost 2024 is an important step in expanding our presence in the Middle East, a region with great potential.”

To strengthen its position in the region, Ann-Marie Kutter has been appointed as Business Development Manager Middle East. Based in Dubai, she will act as the primary business contact for Franke’s 17 partners in eight countries across the region.

Franke’s Brand Ambassador Wojciech Tysler will demonstrate the Mytico machines live at the booth. Tysler, an SCA Barista Champion, will showcase his skills and serve a selection of signature drinks.