BinHendi takes Japengo global

Published May 21st, 2008 - 12:59 GMT

BinHendi takes Japengo global
Café concept to be offered as a franchise worldwide

BinHendi Enterprises has been promoting its Japengo Café concept at this week’s Franchising Middle East show with a view to taking the brand global.

“We exhibited at Franchising Middle East this year because BinHendi Enterprises is franchising its concept restaurant Japengo Café worldwide and an exhibition such as this give us the opportunity to reach out to potential franchisees and gain exposure for our existing and newly created dining concepts,” said Mokhles Bustami, Vice President of Hospitality, BinHendi Enterprises.

BinHendi Enterprises maintains 15 divisions including retail brands, dining outlets, consumer goods trading, and more, many of which it plans to role out across the Middle East in the years to come.

“BinHendi signature dining concepts such as Japengo are widely recognised throughout the Middle East due to regional travellers passing by Dubai in greater number all year long,” Bustami explained.

“We plan on expanding our business activities by franchising original and unique concepts created in the UAE over the past few years. BinHendi Enterprises is franchising Japengo worldwide and plans on franchising its other dining concepts, Duck King, Inferno Grill, Bella Donna, China Times, and Mini Chinese, over the next few years,” he added.

Franchising is becoming a popular business model with local brands looking to extend their reach, with many local brands exhibiting at this week’s Franchising Middle East exhibition, held May 18-20 at the Dubai World Trade Centre.

“There are a number of strong local and regional brands that are all looking for an opportunity to go global but that may not have the corporate structure to enable this. Franchising is an ideal way to strengthen the brand and create a global business network,” said Abdul Rehman Falaknaz, President of International Expo Consults (IEC), organisers of the Franchising Middle East exhibition.

“The Japengo story is just one example of a myriad of brands all looking to take their product to a wider audience and this week’s exhibition has provided them with the perfect showcase to start this process,” he added.

The region’s franchise industry is estimated to be worth US$30 billion, with an average annual growth rate of 25%.

Fuelling this growth is the mammoth retail explosion currently being witnessed across the region, as more and more shopping malls and entertainment centres open up. High-class malls such as Dubai’s Mall of the Emirates have provided the perfect platform for a number of international and regional brands.

Hosted by the Mohammed Bin Rashid Establishment for Young Business Leaders, the Franchising Middle East exhibition takes place May 18-20 at Dubai World Trade Centre.

The show played host to some of the biggest brands and business conglomerates from around the world, and attracted over 5,000 visitors.

Franchising Middle East is the largest international franchise exhibition in the Middle East. Supported by the IFA (International Franchise Association), the show will welcome exhibitors from 18 countries.


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