Al Islami Foods, the leading halal food producer in the Middle East, proudly announced the opening of the second Mo'men outlet in the UAE. The opening ceremony was held in the corniche area of Sharjah in keeping with plans to expand the Mo’men chain in the region.
With an initial investment of AED 50 million, Al Islami Foods signed the master franchise agreement with the Egypt-based Mo'men Group in 2007. Al Islami plans to open 20 outlets in next three years. The first Mo'men branch was inaugurated in November 2009.
Saleh Abdullah Lootah, the managing director of Al Islami Foods, commented: "Taking into account the tough downturn prevailing in the business world, it was hard to remain consistent to our pre-planned growth targets. However, we are glad that the company's strong business strategies and an eager demand from the growing number of Mo'men consumers have created a need to open more Mo'men stores."
Under the terms of the agreement, the Al Islami-Mo'men partnership spans over 20 years. Al Islami is currently planning aggressive marketing to develop the Mo'men brand across the country. In addition, Mo'men quality, which is on par with many of the international fast food giants, has made the chain a popular eatery among the Arab consumers.
Mohammed Mo'men, the chairman of the Egypt based Mo'men Group, said: "We are pleased with the steady growth of the Mo'men brand in UAE. We have been able to build on our achievements in Egypt, and have applied this expertise to our development with Al Islami as both companies enjoy a common business philosophy."
Al Islami's business portfolio that will support to further propel Mo'men brand in UAE, includes: Al Islami Meat Shops, a source of fresh and halal meat; the Green's, Al Islami's vegetable and fruit segment; and a strong network Al Islami local and international suppliers.
Mo'men is the most successful food chain in Egypt, with 50 restaurants serving over 2 million consumers across Egypt. In terms of market volume, Mo'men stands among the top three fast food giants in Egypt. In addition to 50 outlets in its home country, Mo'men has 8 branches in Bahrain, 3 in Libya, 2 in Sudan, 2 in UAE and 1 in Malaysia.
Yusuf Ramadan, the General Manager of Mo'men in UAE, commented: "Personally knowing the brand from my Egyptian roots, we are extremely optimistic that the brand will have a strong attraction to many multi-ethnic consumers. We offer unique products, complete meals, ensuring taste at attractive prices".
