Subway looks for five-fold Mid East growth

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The US-headquartered company, which has 20,100 restaurants across 71 countries, says it will achieve its aim by franchising and will be marketing opportunities at the Franchising Middle East Exhibition (FME) 2004, being held at the Dubai International Exhibition Centre from February 17-19.

'The main purpose of being at the show is to sell franchises and promote our brand,' said Mahmoud Chahrour, SEBV Area Development Manager Middle East. 'Currently Subway has more than 70 stores in the area from Pakistan to Turkey but plans to open 350 by 2010. Development agents and franchisees will be needed to help us reach this goal.'

Chahrour said the Subway operation is likely to have substantial appeal because of its limited start-up costs.

'Subway is a low cost business, has easy operations, requires minimal space, does not require any cooking and offers a wide variety of fresh sandwiches and salads made to taste,' he said.

'The Middle East has good potential for Subway as more and more people are aware of the brand.'

Subway is among franchises from across France, Turkey, the Gulf, the USA and Malaysia which will be up for grabs at FME 2004, which is being organised by International Expo-Consults (IEC), on behalf of the Mohammed Bin Rashid Establishment For Young Business Leaders.

'This event will bring new brands to the region and help further develop those which have already gained a foothold,' said Mohammed Falaknaz, Vice Chairman, IEC.

'It also presents a unique opportunity for small-to-medium enterprises to expand their scope or for entrepreneurs to develop their portfolios.'

FME 2004 has been endorsed by the US-headquartered International Franchise Association.