Mercury F&B operates exclusively within the Hera Group ecosystem, functioning as the designated food and beverage operating company responsible for activating and scaling Hera's hospitality interests.
The Mercury–Hera relationship should be presented with precision. Hera protects brand equity, strategic ownership, and long-term control. Mercury serves as the operating engine, translating those assets into systems, teams, market execution, and commercial performance.
This structure matters because it clarifies responsibility. Ownership remains protected at the strategic level, while operation is driven by a dedicated platform built for disciplined delivery.
The result is a cleaner model for growth, stronger accountability, and greater operational consistency across markets.
Hera's Role
Strategic brand ownership, governance oversight, and long-term control of brand equity.
Mercury's Role
Operating platform and execution engine — purchasing, marketing, HR, finance, legal, and country operations.
Country Companies
Activate brands and rights locally within defined territories, operating standards, and approved structures.
From governance at the top to local execution on the ground, each layer has a clearly defined role.
Owns strategic brand assets globally, including the 60 Second brand. Maintains governance rights and long-term brand direction for all portfolio brands.
Manages the operating platform and execution systems. Provides centralized support functions — purchasing, marketing, HR, finance, legal, and operational governance — across all markets.
Mercury F&B Lebanon holds the international franchise rights for Second Cup in the Lebanese territory. Operates under Mercury's centralized platform model with country-specific execution.
Mercury F&B Egypt holds the exclusive sub-franchise rights for Second Cup in Alexandria. Built for disciplined rollout and market-specific execution within the defined territorial framework.
When ownership and operation are clearly separated, every stakeholder — partners, landlords, talent, regulators, and franchise principals — knows exactly who is responsible for what.
This model reduces ambiguity, protects brand standards, and creates a governance framework that can scale across markets without creating confusion at the operational level.
For Hera-owned brands, Mercury supports operation under a centralized platform model. For franchise and sub-franchise arrangements, Mercury country entities execute within clearly defined territorial rights.
This distinction is made visible across the website so the role of Mercury is immediately understood by any institutional stakeholder reviewing the portfolio.