Yousef Khattar, managing director of Tastebuds Group and Scott Redler, COO at Freddy’s Frozen Custard & Steakburgers, are bringing a Kansas-born chain to the UAE – and it’s much more than a traditional burger joint.
Tell us a little bit more about the brand and concept of Freddy’s.
Redler: Freddy’s Frozen Custard & Steakburgers is a fast-casual restaurant known for its cooked-to-order steakburgers made with lean 100 per cent USDA Halal ground beef, Vienna Halal Beef hot dogs, chicken sandwiches, crispy shoestring fries and frozen custard treats made with freshly churned chocolate or vanilla frozen custard.
Co-founded in 2002 by Bill and Randy Simon and myself, we named the restaurant after Bill and Randy’s father, Freddy Simon, a World War II veteran.
Today, Freddy’s restaurants from coast-to-coast serve a menu reminiscent of the all-American meals Freddy prepared for his family. We have more than 350 US locations that serve 32 states and three international locations in Dubai. In 2019, Freddy’s was named No. 1 on Forbes Best Franchises to Buy for the second year in a row.
How do you choose locations?
Redler: Our Real Estate team is always looking for new locations. Desirable areas would boast proximity to family-friendly neighbourhoods located near movie theatres, retail shopping hubs and schools.
Why did you choose to bring Freddy’s to the region?
Khattar: The reason why we chose Freddy’s is twofold: the food and the people.
Upon trying the food, we immediately recognised the taste that brings you back. We also knew Freddy’s would resonate with Dubai’s discerning diners, because of its quality food at a reasonable price, combined with genuine hospitality and a family-friendly atmosphere.
After tasting the food, we were compelled to meet Freddy’s co-founders, Scott Redler and Randy Simon. Freddy’s culture and family values prompted us to take the next steps toward bringing it into the region.
Can you share some of the challenges and pluses of opening in Dubai? How has the brand been received here?
Redler: Freddy’s represents values and principles that are welcomed and appreciated worldwide, namely quality, hospitality and cleanliness. With its reputation as one of the world’s most popular travel destinations, Dubai is the ideal place to kick-start our international growth.
Khattar: The initial response has been great. We’ve received so many positive online reviews from our guests and have noticed many repeat guests coming back to enjoy Freddy’s time and again.
What are your best-sellers in the States? Locally?
Redler: The Original Double is a signature favourite. It’s crafted with two thinly-pressed steakburger patties topped with cheese, mustard, pickle planks and onion slices. The steakburger is served on a toasted bun alongside a heaping portion of our crispy shoestring fries.
Khattar: The Freddy’s Original Double, the Double Steakburger California Style, and the Grilled and Crispy Chicken Sandwiches are hugely popular here in Dubai.
What’s next for the brand in the region?
Khattar: To scale and continuously select the right visible, accessible locations in order to offer the Freddy’s experience to guests across the GCC.
