Asian restaurant giant, The Minor Food Group aims to become a significant player in the Middle East and North Africa (MENA ) food sector. Expanding its representation in the Middle East through entering into a franchise agreement with UAE-based Saleh Bin Lahej Group of companies.
The deal, signed today at the Fairmont Hotel in Dubai, will see the launch of The Bin Lahej International Restaurants (BIR), which will operate The Minor Food Group's The Pizza Company and Swensen's Premium Ice Cream in a deal covering the UAE, Oman and Qatar.
The Minor Food Group Chairman, William E. Heinecke, one of Asia's most successful entrepreneurs, who is in Dubai for the signing of the agreement, says the Saleh Bin Lahej Group was chosen for its strong track record and solid reputation in the food and restaurant industry.
Commenting on the agreement signed today with Mr. Saleh Mohammed Bin Lahej, Chairman of the Saleh Bin Lahej group of companies, Mr. Heinecke said, "this deal further highlights our commitment to the Middle East and North Africa, which we consider to be among the fastest growing markets in the food and restaurant industry."
"Our partnership with The Saleh Bin Lahej Group, one of the most respected business families in Dubai, will give us a strong platform for expansion and growth of The Pizza Company and Swensen's Premium Ice Cream brands," he added.
The Pizza Company, Thailand's biggest pizza brand, with over 70% market share, is known for its commitment to quality and range of flavours. The company spent over US$7 million in 2003 expanding its brand into China, the Philippines and Kuwait, where it is enjoying considerable success.
Both The Pizza Company and Swensen's Premium Ice Cream offer a unique, sit-down dining experience that helps distinguish them from other restaurants and parlours.
The Minor Food Company and Bin Lahej International Restaurants hope to capitalise on the region's rapidly growing, multicultural population, with its strong appetite for varied cuisine. The first UAE outlet will open in Q1 2005, with aggressive growth plans ahead.
"Through this unique partnership, we are confident that we can build on the phenomenal success we have had with Chili's around the region," said Mr. Mohammed Bin Lahej, Managing Director of the Saleh Bin Lahej Group of companies.
The company's strategy is highly research-driven, with menus adapted to changing trends and local preferences. "We recognise that global tastes vary considerably, and a menu that suits one country may have less appeal in another," Heinecke said.
"For example, we developed the Tom Yum Pizza especially for Thailand as it is intrinsic to their cuisine, and we are very pleased with the great success it has enjoyed."
The Middle East franchising market is a multi-billion dollar sector with strong growth potential. Heinecke believes The Minor Food Company, and the Saleh Bin Lahej Group is ideally positioned to capture a significant share.
"The key to any new enterprise is doing your homework: we've done that, and we feel very confident about the future. We look forward to the opportunities presented by such a dynamic and fast-growing region, and welcome a thriving relationship with its people and governments," added Heinecke.
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About The Minor Food Group
The Minor Food Group is part of the Minor Group of companies, founded in Thailand 1967 by William Heinecke. Today the Minor Food Group is Thailand's leading food services operator with over 460 outlets. Its branded restaurants include Burger King, The Pizza Company, Sizzler, Dairy Queen and Swensen's Ice Cream. The Minor Food Group is launching The Pizza Company and Swensen's brands into the UAE, Oman and Qatar in a franchising arrangement with Bin Lahej International Restaurants.
For more information please contact:
Lamia S. Jaroudi / Dina Nader
tmh
[t] 00971 4 391 8085
[f] 00971 4 391 8086
[e] lamia@tmh.ae ; dina@tmh.ae
[w] www.tmh.ae
© Press Release 2004
