THE Franchising Middle East (FME), the largest international franchise expo in the Middle East region, saw local and international brands maximizing on new business opportunities in the region. The FME concluded on March 16 after providing three days of business opportunities, industry education and networking. More than 3,400 visitors attended the exhibition, which showcased 50 companies from 17 countries. Many of the exhibitors at the show have already pledged to return next year, said the event organizers. Akbar Hussain, Managing Director of Fresh Concept Foods, returned to FME this year after entering the franchising sector following his visit to the show in 2010. He attended “FME 2010” with the intention of looking for a franchise and a new business model. While attending seminars he came across Emarat, a meeting that has led to him becoming a franchisee for the company's Freshplus brand. According to Hussain, FME sets the foundation for people who are looking to invest in something other than properties and stock markets. “Instead of creating a new business model from scratch, franchising gives us the opportunity to build on a tried and tested business model that has brand awareness and local representation,” he noted. “The concept of franchising, although not new for large enterprise, as we have seen in the abundance of international brands in the region, is still new in the UAE and the region for SME (Small and Medium Enterprise). People are not readily aware on now easy it is to set up a franchise here,” Hussain added. He attended the show in February 2010, signed with Emarat in April, found his first store location in August and opened his first Freshplus store in January 2011. “I believe the SME in this region is still hungry for brands, and franchising and such an exhibition as FME just brings us closer to the goal,” Hussain remarked at the show. Bahrain brand Shawarma Xpress attended FME to look for a master franchisee for the UAE market. The quick service restaurant brand already has master franchises in Qatar and Saudi Arabia. “I was impressed by the serious-talking people who attended the FME show. It yielded a lot of business cards. The next step is to turn them into signatures,” said Andrew H. McNair, regional operations manager, Shawarma Xpress. French interiors firm Comptour de Familie also used FME as a platform for finding regional franchisees. “It was a great experience to come to FME. We want to find partners, to set up stores in the Middle East to bring French interiors to the oriental world. I met with people who found our offer exclusive, of high quality and reasonable prices,” said Area Export Manager Marie-Christine Colliere. Exhibitors for this year's show came from across the globe, with representation from across the GCC, Russia, Germany, Turkey, the UK and South Africa, to name but a few. International brands were also in attendance, including Charley's Grilled Subs, New York Fries, Subway and Whittard of Chelsea Tea & Coffee.
