The recession may be biting but businesses in the Middle East continue to show a healthy appetite for food franchising, according to International Expo Consults, organisers of Franchising Middle East (FME), the region’s leading exhibition for the franchise sector.
The event, the largest gathering of franchise leaders in the Middle East, will see an increased number of regional and international food brands exhibiting at the show in March.
Already confirmed are Subway, Integrated Food Franchising, Lemon Grass, Crepe Café and Pizza Conez.
“Food and beverage remains a dominant sector at FME 2010,” said Abdul Rehman Falaknaz, President of International Expo Consults. “However, other industries such as education, office supplies and fitness concepts are also showing growth. This proves that, despite the recession, local businesses see the value in franchise brands.”
First time exhibitor Majzoub International Company is promoting its range of confectionary brands.
“We are promoting our Showcolate fondue expresses - delicious fruit treats covered with melted chocolate, as well as a large range of coffee chocolate drinks and fruit chocolate ice cream cocktails,” said Samir El Majzoub, Manager, Majzoub International Company.
“Franchise Middle East provides us with a chance to expand into other Gulf markets.”
The Brazilian franchise Showcolate proposes an innovative and original concept: chocolate fondue express.
Created in 2003, the Showcolate franchise is today a global brand available at 97 outlets in eight countries: Brazil, Chile, Peru, Portugal, Venezuela, Panama, Mexico, Guatemala and its latest opening in City Mall in Lebanon and upcoming opening in Al Bahja Mall in Muscat, Oman.
Egyptian brand Pizza Conez returns to FME 2010 following a successful outing at the show in 2009.
“Our decision to go to FME 2010 was particularly derived by the remarkable outcome earned from participating in FME 2009. FME is a true platform for international brands to penetrate Middle Eastern markets and last year we made huge inroads,” said Dr Ehab Ezzat, Chairman, Pizza Conez.
“We hope FME 2010 will prove as rewarding as FME 2009 and reveal more shortcuts to our Middle East coverage plan which is spreading very well till now.”
FME will take place March 2-4, 2010 at the Dubai International Exhibition Centre.
FME is the largest international franchise exhibition in the Middle East and is supported by the IFA (International Franchise Association).
