Bin Hendi promotes Japengo Cafe
Dubai, May 20, 2008
Bin Hendi Enterprises is promoting its Japengo Café concept at the Franchising Middle East show with a view to taking the brand global.
“We exhibited at Franchising Middle East this year because BinHendi Enterprises is franchising its concept restaurant Japengo Café worldwide and an exhibition such as this give us the opportunity to reach out to potential franchisees and gain exposure for our existing and newly created dining concepts,” said vice-president of Hospitality, BinHendi Enterprises, Mokhles Bustami.
BinHendi Enterprises maintains 15 divisions including retail brands, dining outlets, consumer goods trading, and more, many of which it plans to role out across the Middle East in the years to come.
“BinHendi signature dining concepts such as Japengo are widely recognised throughout the Middle East due to regional travellers passing by Dubai in greater number all year long,” Bustami explained.
“We plan on expanding our business activities by franchising original and unique concepts created in the UAE over the past few years. BinHendi Enterprises is franchising Japengo worldwide and plans on franchising its other dining concepts, Duck King, Inferno Grill, Bella Donna, China Times, and Mini Chinese, over the next few years,” he added.
“There are a number of strong local and regional brands that are all looking for an opportunity to go global but that may not have the corporate structure to enable this. Franchising is an ideal way to strengthen the brand and create a global business network,” said president of International Expo Consults (IEC), organisers of the Franchising Middle East exhibition which concludes today (May 20), Abdul Rehman Falaknaz.
“The Japengo story is just one example of a myriad of brands all looking to take their product to a wider audience and this week’s exhibition has provided them with the perfect showcase to start this process,” he added.
The region’s franchise industry is estimated to be worth $30 billion, with an average annual growth rate of 25 per cent. – TradeArabia News Service