PO Box 9400
United Arab Emirates
The pavilion occupied by Emirates General Petroleum Corporation "Emarat", during its fourth consecutive participation in the Franchising Middle East Exhibition which was held at Dubai's International Conventions and Exhibitions Centre between the 14th - 16th of March 2011, succeeded in attracting many investors who showed great interest in getting the franchise rights to the Corporation's trademarks "Freshplus", "Bakeria" and "Café Arabicca".
Dr. Rahma bin Mohamed Al Shamsi, Retail Sales Manager at Emarat, emphasized that the Corporation endeavors to choose unique products that are launched under a trademark, within its policy and continuous efforts to innovate services that distinguish it from other competitive companies. He added that Emarat always seeks to respond to its customers' needs and expectations through the provision of quality, quick and comfortable services by carefully selected staff.
Dr. Al Shamsi also said that Emarat considers the Franchising Middle East Exhibition as an opportunity to promote its trademarks in a way that serves the Corporation's objectives, saying that such exhibitions provide unique opportunities for Franchise owners to share experiences and good ideas, show their products and services and explore regional business development chances, in addition to enhancing their presence in the regional and local markets.
He further clarified that the main aim of Emarat's participation in this exhibition is to meet with investment groups that would like to start up successful and guaranteed ventures, and to acquire franchised trademarks within set terms and conditions, the most important of which is the commitment to high criteria of integrity, in addition to the ability to work within a unified system and establishing a stable financial system, high ethical practices, and experienced managerial standards that guarantee the development of these trademarks.
Dr. Rahma said that the success of the trademark depends on its support system and marketing and promotion schemes. As such, what gives Emarat's trademarks strength is that they are encompassed under the umbrella of well established and credited corporation, in addition to that these trademarks provide high quality services and products. The operations are also enhanced by a strong infrastructure, comprehensive operation procedures, training programs, marketing plans and promotional offers, all factors that make franchising such names a good and profitable investment.
The trademarks that are showed by the Corporation at the exhibition include "Freshplus", which is a new chain of convenience stores considered a modern approach to shopping, with focus on comfort and high quality. Also participating is "Bakeria", which is the first of its kind in the Middle East, and it is a chain that provides a wide selection of snacks and foods.
The third Emarat trademark is "Café Arabicca", which complements Bakeria in the Corporation's service stations, as it offers fresh and rich coffees and drinks.
Noted that Emarat, represented by its trade names “Bakeria”, “Freshplus” and “Café Arabicca”, became recently a member of the US based International Franchise Association (IFA), which is considered the world’s oldest and largest organization representing, supporting and protecting franchising worldwide.