Bakeria succeeds in attracting more investors interested in its trademark

The exhibition, which was held at the Dubai International Center for Conventions and Exhibitions, is dedicated to investments and projects in the retail sector.

Dr. Rahma bin Mohamed Al Shamsi, Manager of Retail Sales at Emarat, said that 'our participation at the exhibition reflects our objectives to invest the success we have achieved so far by showcasing our trademarks, products and services to a highly sophisticated investor audience'. He added that the exhibition is also considered to be 'an excellent venue to network with high profile investors keen on acquiring the Bakeria brand name'.

He indicated that the show has been designed to welcome under one roof a select group of experts in the field on retail trade. 'This,' he said, 'will provide us with a number of opportunities to develop our common and new commercial projects, in addition to the exchange of information, ideas and promising investment opportunities.'

He pointed out: 'We were very happy with the level of response we got from the Bakeria stand at the exhibition, considering the high quality of international visitors seeking new business opportunities in retail trade and have expressed their interest in our trademark'.

He added: 'We are satisfied with the high level of success achieved by the Bakeria brand name. The service is available in a large number of Emarat service stations. The increase in Bakeria franchise and its development have been a priority for us and we have exerted every possible effort to turn it into a success, especially that it has generated significant profits so far'.

He added that Bakeria's source of power lies in its ability to offer a wide array of healthy meals, pastry and fresh coffee, in addition to its focus on quick service.

Considered to be a pioneer in the UAE, the Bakeria service has attracted customers from all ages and nationalities.

The area size of its branches ranges between 400 and 700 square feet. They serve more than 550 customers daily.

On the other hand Darren Smith Manager, Retail Marketing Support, said that Emarat has, in its ongoing drive to explore and introduce innovative products and services to meet the growing demands and expectations of its customers, added in 2004 the service of 'Bakeria' to the list of its products and services offered at Emarat Service Stations.

The 'Bakeria' is located in the Supermarket at the Emarat Service stations. Being open 24 hours a day throughout the year, 'Bakeria' offers freshly baked products. Customers are able to select from different kinds of bread, pastries, donuts, pizza, sandwiches and some of the Arabian and Indian Food, plus a big variety of cakes, Arabic and Italian coffee. The outlets are operated by well experienced and trained staff.

He added that the main objective of Emarat's presence at the fair is to network with other organizations willing to invest in a profitable project.

These organizations can buy the franchise if they fulfill certain criteria, mainly integrity and ability to maintain the same standards, while focusing on growth and success.

The possible candidates should have significant funds to invest in the project, while ensuring quality work ethics.

In addition, the ability to run the business properly and the ability to lease prime locations in their countries is a must before awarding the franchise.

He clarified that the Bakeria management provides initial support to franchisees, including training for a period of 30 to 45 days at the Bakeria headquarter.

The training program will begin six to nine weeks before launch of activities.

The initial phase will also include management training, operational, marketing and promotional activities.

These will also include field training on site once the outlet becomes operational.

A specialist would provide additional training on site for a period of one to two weeks.

He added that Bakeria management provides support in continuous training in operations, maintenance, customer service techniques, supplies orders, pricing and other managerial issues.

Before approving any franchise, management would educate the franchisee on how to find a suitable location for the outlet and how to adhere to the procedure and regulations of choosing the proper location.

Bakeria management will also coordinate the advertising campaigns and other marketing literature.

It will provide franchisees with marketing plans for consumers and products.

He said that Bakeria aims to attract individual investors willing to put up between Dhs520,000 and Dhs1m (average of Dhs760,000).

As far as corporate investors are concerned, their initial investment for the first unit would range between Dhs1m and Dhs2m (average of Dhs1.5m).

These include the cost of developing the territory in addition to initial expenditure.

Bakeria offers an initial contract period of five years.

Four choices will be offered to renew the contract, each for five years (total of 25 years).