Over 70 brands from 25 countries attended an exhibition in Dubai, all with one aim in mind: to make their brands global. The Mideast will see exponential growth in the franchise sector; that is the message to come from the fifth edition of the Franchising Middle East trade show, which came to a close this week. “The Mideast market is very exciting and dynamic. Our expectations for this market are huge and already, following the Franchising Middle East exhibition, the feedback has been very positive. “The economy of the UAE is growing, entrepreneurs are evolving, and the service industry is developing. This all points to a wealth of opportunities for franchising,” said Mathew Shay, President of the IFA (International Franchise Association) visiting Dubai for the first time. IFA represents over 1,400 franchise companies worldwide and is heavily involved in policies and public relations concerning the franchise sector. According to Shay, the UAE's franchise business is worth over AED 1.1 billion, and that figure looks set to grow in the near future. “More international companies are showing keen interest in Dubai and, with the US economy being stagnated, the local market is grabbing the opportunities,” he said. Exhibitors at this week's show were also confident of seeing new business opportunities. Doha-based Global Franchising used the show to promote its car and truck rental services. “We are looking for partners across the Middle East. We have received an excellent response from the show,” said Mana Ibrahim Al Mana, Vice President and CEO, Global Franchising. Formosa Fruits from Taiwan exhibited for the first time. Business Manager T C Lee hopes that the company will soon be exporting its wholesale fruits into the UAE as a result of meetings held during the show. The company launched two new products at the show: Dubai Waffle – an oven designed to bake different flavours of waffle in the shape of the Burj Al Arab; and an ice cream maker offering five unique flavours with fresh fruit. “The Dubai market is booming and the business model here is easy. Once we have penetrated this market we hope to enter other Middle East countries and Iran,” Lee said. __
