Mercury F&B Group

Structured to Scale.
Built to Operate.

Mercury F&B is the operating platform behind Hera's food and beverage activity, managing execution across support functions, country operations, and territorially defined brand rights.

Mercury F&B Lebanon Mercury F&B Egypt Mercury F&B UAE Mercury F&B USA
Operating Model

The Platform Architecture

Three distinct layers working together to turn strategic brand ownership into disciplined market performance.

Strategic Layer

Hera Owns.

Hera owns the strategic brand layer and maintains governance oversight — including global ownership of the 60 Second brand and defined territorial franchise rights.

Execution Layer

Mercury Operates.

Mercury operates the execution layer, translating those assets and rights into disciplined market performance through centralized support functions and operating systems.

Activation Layer

Markets Execute.

Country companies activate the model locally within defined territories, standards, and controls — Lebanon managing Second Cup franchise rights and Egypt scaling sub-franchise operations.

"Mercury exists to operate hospitality brands with consistency, not improvisation."
Why Mercury Exists

The platform combines centralized support functions with country-level execution so growth can be structured, visible, and repeatable. It is designed to reduce fragmentation, protect standards, and support expansion with operational discipline.

By aligning strategy, functions, and market execution within one coordinated model, Mercury turns growth ambition into structured business performance and long-term value.

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Capabilities

What We Do

Mercury manages the systems, teams, and support layers required to operate hospitality brands with rigor across markets.

01

Store Operations

Day-to-day operational standards, location performance management, and multi-unit governance across all active sites.

02

Purchasing

Supplier coordination, product consistency, and commercial purchasing discipline aligned to Mercury group standards.

03

Marketing

Local brand activation, consumer communication, and promotional execution adapted to market context.

04

HR & People

Recruitment, team development, performance systems, and HR policy implementation across operations.

05

Finance

Financial reporting, planning, controls, and commercial performance oversight for each market platform.

06

Legal Coordination

Contract management, franchise compliance, regulatory coordination, and rights protection within territories.

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Markets

Country Platforms

Mercury operates through country-level platforms designed to respond to local market realities while remaining aligned to shared standards, systems, and reporting lines.

Lebanon

Mercury F&B Lebanon

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Egypt

Mercury F&B Egypt

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UAE

Mercury F&B UAE

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USA

Mercury F&B USA

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Portfolio

A Portfolio Structured by Brand and Rights

Mercury operates across a portfolio defined not only by brand identity, but also by rights structure.

Other

Second Cup
Second Cup
International specialty coffee brand. Mercury holds the international Master franchise rights for Lebanon and exclusive sub-franchise rights for Alexandria, Egypt .
International Franchise Rights
Sixty Second
Sixty Second
Hera's globally owned quick-service café brand, designed for speed, quality, and scalability. Positioned for regional activation through Mercury's operating structure.
Owned Brand -- Global Rights
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Philosophy

How We Operate

Mercury is built around three operational pillars that define how brands are managed, supported, and grown.

01

Operational Precision

Every standard, every system, every decision is designed to produce consistent performance across multiple locations.

02

Brand Integrity

Rights are taken seriously. Mercury operates brands as intended -- with the discipline required to protect and grow equity.

03

Structured Growth

Expansion is planned, funded, and executed through a platform that scales without compromising standards.

04

Commercial Accountability

Mercury builds businesses that perform. Every function exists to drive sustainable commercial results.

Careers

Build Hospitality Platforms with Discipline, Structure, and Ambition.

Mercury brings together operators, marketers, finance professionals, legal teams, HR leaders, and growth talent who are aligned around one goal: executing premium hospitality businesses with rigor and consistency.

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