The unique trade name in the convenience stores sector, Freshplus, continues the advancement of its position among other competing names with the opening of the second branch bearing the trademark in Shatha Tower in Dubai Media City. The trade name is owned by Emirates General Petroleum Corporation “Emarat”, which also owns other trade names such as “Bakeria” which specializes in light snacks, sandwiches and fresh bread and pastries, and “Café Arabica” which provides a wide selection of fresh and rich coffees. Dr. Rahma bin Mohamed Al Shamsi, Retail Sales Manager at "Emarat", said that “Freshplus” embodies the Corporation’s policy in its continuous work to come up with innovative services that distinguish it from other competing establishments. Emarat endeavors to meet its clients’ expectations, and aims to provide them with the best service and comfort. Dr. Al Shamsi further added that what sets Freshplus apart from other convenience stores is that it can be considered a new concept in modern shopping, as it offers comfort, luxury, and a focus on value, quality, and great services provided by highly trained and qualified employees. He also added that the success of a trademark depends on its support system, promotions and marketing plans dedicated to its operations. As such, Emarat’s trademarks are strengthened by the fact that they are under the umbrella of a pioneering corporation that offers a series of well known services and products, in addition to a large infrastructure that can efficiently support the project. Also, Emarat provides comprehensive operational procedures, training programs, marketing plans and promotional material, and all these factors help in increasing the value of franchising Emarat’s trade names. Finally, Dr. Al Shamsi said that two more “Freshplus” stores will be opening soon in Dubai Entrepreneur Village and the Atrium Business center Building in Karama, by investors who were granted the franchise of Freshplus. Businessman Ginny Sahni said that he considers getting the franchise of Freshplus in Dubai, in addition to providing both Bakeria and Café Arabicca, with a unique investment opportunity. Mr. Sahni said that investing in such trade names is a successful venture, because it is supported by a huge organization such as Emarat, which relies on more than 15 years of expertise in the convenience stores sector in the UAE markets.
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