Economical impacts- It is noted that American brands displayed the ambition and drive needed to enter the Middle Eastern marketplace, but failed to feel out the subtlety of the market.
- The result was poor economic performance in comparison to the projections. - However, the franchises slowly began to release products that tapped in to the nuances of the market (See Internationally Exclusive Products). |
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- The UAE’s fast casual dining sector is projected to grow from $6.4bn in 2011 to $8.7bn by 2015 with burger chains set to see the biggest increase.
- Analysts from Euromonitor claim the real prize is Saudi Arabia, with their fast food market expected to develop into a $4.5 billion industry.
- American franchises are lured to the region by a number of factors, most notably Dubai’s extravagant shopping malls and the high disposable income of its residents.
- The combination makes the UAE an attractive market from which to gauge consumer demand and act as springboard from which to launch regional operations.
- Analysts from Euromonitor claim the real prize is Saudi Arabia, with their fast food market expected to develop into a $4.5 billion industry.
- American franchises are lured to the region by a number of factors, most notably Dubai’s extravagant shopping malls and the high disposable income of its residents.
- The combination makes the UAE an attractive market from which to gauge consumer demand and act as springboard from which to launch regional operations.
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"Anything American is more sought after than a brand that was born in say Eastern Europe, Asia or even locally. These companies have a track record of perfecting their brand and food so while no investment is risk-free, knowing that it will be accepted by the local market makes it less risky.”
Zubair Razzaq (pictured to the left) - CEO of AWGAL Investments
Zubair Razzaq (pictured to the left) - CEO of AWGAL Investments