Following the signing of master franchisee agreement with the Mo’men Group, an Egypt based fast food giant, Al Islami today launched the Mo’men chain of restaurant in the UAE. The first Mo’men outlet started operations at the launch ceremony held in Sharjah.
With an initial investment of 50 million into the Mo’men UAE franchise, which spans over 20 years, Al Islami, a leading halal food producer in the Middle East, plans to open 20 outlets of Mo’men across the UAE in the next three years.
Al Islami’s latest franchise and acquisition of Al Farooj Fresh chain of restaurants doubles the strength of company’s hospitality and quick-service-restaurant portfolio. Al Islami business portfolio that will support to strengthen Mo’men includes: Meat Shop, a fresh and halal meat store network; Al Islami Cart on-the-go sandwiches and hotdogs kiosk and a franchise system for young entrepreneurs to acquire; Ready-To-Eat (RTE) product range; Green’s, a vegetable and fruit range; Aladdin, a kids food range.
Saleh Abdullah Lootah, the CEO at Al Islami Foods, commented: “Mo’men-Al Islami synergizes the like-minded business approaches that will be capitalized to consolidate
company’s hospitality portfolio. The new franchise propels Al Islami hospitality and QSR business to reach the multi-ethnic customer base of the UAE.”
The Mo’men Group, established in 1988 in Cairo, includes Al Motaheda Foods, Mo’men restaurant, Pizza King, Three Chefs and Planet Africa brands. Mo’men is the most successful food chain in Egypt with 50 restaurants serving over 2 million customers a year in different cities of Egypt. Mo’men is one of the largest restaurant chains in Egypt in terms of market volume, highest in average sales and number of customers being served in each restaurant. The breakdown of Mo’men restaurants owned by the Mo’men Group as follows: 50 in its home country Egypt; 8 in Bahrain, 3 in Libya, 2 in Sudan, 1 in Malaysia and first in the UAE.
Mohammed Mo’men, the chairman of Mo’men Group, said: “We are seeing strong signs of economic recovery after the severe financial downturn. The UAE is recovering fast which makes it the most suitable business hub for us. Among several franchise enquiries, we found Al Islami the most suitable partners for our brand – Mo’men. This partnership has been created to broaden the geographical reach of halal food benefits.”
Yusuf Remadan, the General Manager of Mo’men UAE, commented: “Personally knowing the brand from my Egyptian roots, we are extremely optimistic that the brand will have a strong attraction to many consumers. We offer unique products, complete meals, ensuring taste at attractive prices”.
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