New York’s Melt Shop Fills the Fast Casual Void in Kuwait
Photo Caption: The Melt Shop had to modify a few of its items for a Kuwaiti audience (but not this buffalo chicken sandwich).
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Melt Shop only opened its first international restaurant, in Kuwait, in January, and already debuted a second location there in April. CEO Spencer Rubin discussed what it takes for a budding chain to make an overseas debut.
Kuwait is home to some of the largest and most recognizable American restaurant chains, among them Applebee’s, KFC, McDonald’s, Pizza Hut, Subway and many others.
New York City-based Melt Shop, which debuted its first international location in Kuwait in January and opened its second unit in the Middle Eastern country in April, is one of the latest newcomers to the scene.
While Melt Shop is smaller than many of the legacy American chains already established in Kuwait and elsewhere around the world, with a total of 10 restaurants, founder and CEO Spencer Rubin said the concept brings a differentiated product — American-style melted sandwiches — and service style — fast casual — to the market.
“Every major American brand you can think of that has an international presence, it s
