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ENOC Retail seeks Mideast expansion

By Muzaffar Rizvi DUBAI -- ENOC Retail Systems Holding, the retail division of Emirates National Oil Company ( ENOC ), plans to expand its presence in the Middle East by franchising its key retail brands.

ENOC Retail, which operates a network of 170 ENOC and EPPCO service stations in Dubai, Ras Al Khaima, Ajman and Umm Al Quwain, on Monday unveiled plans to franchise ENOC signature ZOOM convenience-stores, Pronto fresh food and gourmet coffee concept, Saquella Esspresso Club and Esspresse -- its latest fresh and healthy Italian fast food offer.

"The expansion plans are part of a long-term strategy to establish ZOOM and Pronto as premier providers of retail experiences across the Middle East," Saeed Abdullah Khoory, group chief executive of ENOC , said in an e-mail statement to Khaleej Times.

ENOC Retail, which meets the needs of over 600,000 satisfied customers a week, has established its strong credentials as a retailing leader in the UAE. In a major development plans, the company said it will expand the network of Zoom convenience-stores to 43 across Dubai Metro stations by 2012.

" ENOC Retail has proven its competencies in a short span of time. We want to share our expertise by franchising the successful retail concepts and reach out to a wider audience in the GCC," Khoory said.

Under the new franchising scheme, ERS LLC will provide its franchisees with total support including training, a comprehensive franchise operations manual, supervisory support for the ongoing programme, and marketing expertise.

ZOOM, developed by ENOC in 2009, was initially tested and rolled out as standalone outlets in the Dubai Metro Stations and is currently replacing the Aqua, StarMart and MiniMart convenient store brands that have been operating across the network of 170 ENOC and EPPCO Service Stations in the UAE. It currently operates six units across Dubai Metro stations and is set to increase to 43 by 2012.

Zoom serves a broad cross section of the UAE population with over 50 million happy customers annually. The philosophy of the brand is underlined by a commitment to convenience highlighted by its 24/7 operations, and easy accessibility through key locations.

Pronto, a fresh bakery and coffee shop concept established in 2008, operates 21 outlets within ENOC/EPPCO service stations, and exists as a standalone unit at KidZania, a children's edutainment centre in The Dubai Mall, and at the Tasjeel Vehicle Testing and Registration Centre in Dubai. It offers freshly baked products and brewed coffee and made-to-order sandwiches.

Saquella Café, first established in Italy in 1856, has a distinctive lineage and legacy and is renowned globally as one of the finest coffee brands. The Saquella Espresso Club in Dubai was inspired by the latest trends in contemporary, elegant and welcoming meeting places where guests can sip a tasty espresso in an environment marked by Italian hospitality and warmth. ENOC holds the master franchise for Saquella in the Middle East.

Esspresse, a partnership between ENOC and Mr Stefano Brocca, of the highly-successful Stefano's chain around the UAE, guarantee's freshness and original Italian taste through imported ingredients from Italy, patented and exclusive equipment, and by using minimal oil to offer quality affordable Italian food.

© Khaleej Times 2011