- Through Emarat’s Participation at the FME 2008 Exhibition
Bakeria, a brand name that Emarat launched a couple of years ago to become one of the most popular franchises in the light meals and pastry markets in the UAE, is now looking at expanding locally and regionally by selling its franchise to investors during the Franchising Middle East exhibition 2008, which is organized by the Mohamed bin Rashid Establishment for Young Business Leaders. The event is held at the Dubai World Trade Center from May 18 to 20.
According to Dr. Rahma bin Mohamed Al Shamsi, Retail Sales Manager at Emarat, the corporation is pleased and satisfied with the high level of success achieved by the Bakeria brand name. The service is available is a large number of Emarat service stations. Al Shamsi indicated that “the increase in Bakeria franchise and its development has been a priority for us and we have exerted every possible effort to turn it into a success, especially that it has generated significant profits so far”.
He added that Bakeria’s source of power lies in its ability to offer a wide array of healthy meals, pastry and fresh coffee, in addition to its focus on quick service. Considered to be a pioneer in the UAE, the Bakeria service has attracted customers from all ages and nationalities. The size of its branches range between 400 and 700 square feet. They serve more than 550 customers daily.
He added that the show has provided Emarat with a unique opportunity for franchisers to exchange ideas, expertise and knowledge, and to discover ways and means to expand their businesses locally and regionally. “I believe that the event provides us with an excellent opportunity to promote our Bakeria franchise as part of our expansion plans”.
On the other hand Darren Smith Manager, Retail Marketing Support, said that Emarat has, in its ongoing drive to explore and introduce innovative products and services to meet the growing demands and expectations of its customers, added in 2004 the service of "Bakeria" to the list of its products and services offered at Emarat Service Stations .
The "Bakeria" is located in the Supermarket at the Emarat Service stations. Being open 24 hours a day throughout the year, "Bakeria" offers freshly baked products. Customers are able to select from different kinds of bread, pastries, donuts, pizza, sandwiches and some of the Arabian and Indian Food, plus a big variety of cakes, Arabic and Italian coffee. The outlets are operated by well experienced and trained staff.
He added that the main objective of Emarat’s presence at the fair is to network with other organizations willing to invest in a profitable project. These organizations can buy the franchise if they fulfill certain criteria, mainly integrity and ability to maintain the same standards, while focusing on growth and success. The possible candidates should have significant funds to invest in the project, while ensuring quality work ethics. In addition, the ability to run the business properly and the ability to lease prime locations in their countries is a must before awarding the franchise.
He clarified that the Bakeria management provides initial support to franchisees, including training for a period of 30 to 45 days at the Bakeria headquarter. The training program will begin six to nine weeks before launch of activities.
The initial phase will also include management training, operational, marketing and promotional activities. These will also include field training on site once the outlet becomes operational. A specialist would provide additional training on site for a period of one to two weeks.
He added that Bakeria management provides support in continuous training in operations, maintenance, customer service techniques, supplies orders, pricing and other managerial issues. Before approving any franchise, management would educate the franchisee on how to find a suitable location for the outlet and how to adhere to the procedure and regulations of choosing the proper location.
Bakeria management will also coordinate the advertising campaigns and other marketing literature. It will provide franchisees with marketing plans for consumers and products.
He said that Bakeria aims to attract individual investors willing to put up between AED 520,000 and 1 million dirhams (average of AED 760,000). As far as corporate investors are concerned, their initial investment for the first unit would range between AED 1 million and AED 2 million (average of AED 1.5 million). These include the cost of developing the territory in addition to initial expenditure.
Bakeria offers an initial contract period of five years. Four choices will be offered to renew the contract, each for five years (total of 25 years).
