Emarat establishes Bakeria Center for training service stations and franchisees' staff

The Corporation has thus taken a wide step forward towards enhancing and consolidating its distinct services and products.

Commenting on Bakeria achievements, Dr. Rahma Bin Mohammad Al-Shamsi, Retail Sales Manager, expressed his pride and satisfaction for the big successes made by Bakeria, which Emarat has launched a couple of years ago for providing light meals, sandwiches, and fresh pastry together with Café Arabicca, which is the first local brand name of its kind providing a splendid range of fresh coffee.

He underlined that, "the growth, development, and expansion of Bakeria top our priorities and we are quite keen on assembling all efforts for achieving such purpose particularly when Bakeria has become one of the profit making services and a prosperous investment."

He added, "Bakeria has attracted many clients and various businessmen and investors who expressed their vehement desire of buying its brand name, which affirms that Bakeria has proved a success locally and regionally. This being the case, it became necessary to establish an Academy specialized in providing various practical and theoretical programs for Bakeria staff in addition to the staff working at the franchisees' stores, who shall be accredited from this Academy with all the training programs they obtained from the varied courses they attended."

Speaking about the efforts put in this regard by Emarat, Michael Fell, Fresh Food Manager at Emarat, said, "The Corporation is very keen that its products and services be unique with a premium quality, which in turn helps Emarat enhance its position at the sector of quality innovative services and products."

He elaborated, "Bakeria's power lies in providing a wide range of foods, pastry, fresh coffee with a special attention on fast service, the factor which has won a wide clientele from different nationalities and ages being the first service of its kind in UAE whose outlets expand on a space ranging between 400-7002ft. Each outlet serves more than 550 customers per day."

He further indicated that Bakeria Academy shall be the first of its kind in the Middle East providing such a very specialized training programs, and for such a purpose, the Academy has been equipped according to the latest international educational specifications and has been supplied with many illustrative means and educational media. In addition, competent trainers with high training skills have been selected.

He explained that the Academy shall grant an initial assistance for the franchisees and shall provide them with primary training programs for a period between 30-45 days at the Academy head office located at Emarat's Dubai-based headquarters. The training shall start about six to nine weeks before those franchisees start their work.

It is worthy mentioning that the first phase comprises training in managerial, operational, sales and marketing aspects, and shall also include some field training. Besides, the Academy shall provide continual support and training in spheres that help make the business run successfully, including operation unit, maintenance, customer service techniques, product request processes, pricing techniques, and other managerial procedures.