ENOC launches stand-alone fast food units

"This latest development in the group's diversification move represents an investment of Dhs 2.4 million," said Hussain Sultan, Group Chief Executive and Board Member, ENOC.

Both units have on-site dining, drive-thru and home delivery facilities, each being serviced by motor-cycle delivery riders and a delivery van. Home delivery, which can also include grocery items from the adjacent convenience stores, is daily from 12pm-2am.

Each spanning 160 square metres, the new units have on-site seating for up to 40 people with disabled access and conveniences. They are both double-branded to clearly position them as serving ranges of Hot Stuff Pizza® and Chix Chicken® dishes using the freshest ingredients.

The units were designed in-house at EPPCO with the standardised 'prototype' concept due to be rolled out to further stand-alone sites in the near future.

"A third is already under construction on the main Sheikh Zayed Highway close to the Dubai/Abu Dhabi border," said Sultan.

"The buildings have been designed to provide a light, airy atmosphere," he said.

To mark its entry into the dedicated fast-food business, ENOC/EPPCO have introduced new, upgraded English/Arabic menus to its food services units with a host of new, farm-fresh chicken products, all strictly Halal prepared and with a concentrated focus on meals for the family market.

Nad Al Hamar and Al Mezhar were selected as initial fast-food units because they are expanding residential areas, with a heavy density of affluent UAE nationals and because Nad Al Hamar, in particular is becoming more accessible due to the opening of the Emirates Road.

"We have also recruited Arabic-speaking managers for these new facilities to better service this valuable customer base," added Sultan.

The opening of the two new dedicated fast-food sites comes as ENOC/EPPCO celebrate the second anniversary the Group's Food Service Unit, and the securing of the UAE franchise of eight fast food brands belonging to key industry player Orion Food Systems, Inc., of South Dakota, USA.

The deal gave Orion its first overseas market breakthrough outside the USA and Europe and saw the company's brands, which include Hot Stuff Pizza®, Chix Chicken® and others go on sale for the first time in the Middle East.

"Orion Food Systems is extremely encouraged about the positive impact ENOC and EPPCO are making in the Dubai fast food marketplace," said Blaze Okerlund, Executive Vice President of Operations, Orion Food Systems International. "ENOC and EPPCO continue to deliver high quality products and great customer service, and with this expansion into free-standing restaurants featuring drive thru and home delivery, we are confident customers will respond very favourably and the Group will be seen as a serious competitor in this segment. We are very pleased with our partnership with the ENOC/EPPCO organisation and look forward to further building our strong, long-term relationship."

According to Hussain Sultan, since the Orion deal was struck, the fast-food outlets within EPPCO's StarMart convenience stores have performed in line with international industry expectations.

"However, with the opening of these dedicated units, we are looking to broaden our appeal to a wider audience, become a real segment competitor and thus, have made a number of changes to our product sourcing and pricing structure," said Sultan.

A large percentage of the ingredients used in ENOC/EPPCO's fast-food restaurants is now locally-sourced, including packaging. "We are offering the freshest of product at highly competitive market prices," said Sultan.

ENOC/EPPCO have embarked on a precision-targeted marketing campaign to launch the new stand-alone units and the expanded menu, which is now available network-wide at 12 locations, nine of which are sited inside the companies' convenience stores. Nine locations also offer home delivery service.

A promotional leaflet drop was carried out Dubai-wide and 100,000 new menus have been delivered. They contain a special Dhs5 discount offer on all large pizza home delivery purchases valid for the next six months. In addition, ENOC/EPPCO customers spending Dhs25 at any of the new 'stand alone' fast-food units from now until Eid are entitled to instant Pepsi gifts, including organisers, diaries, school bags, footballs, tankards and sun shades, while stocks last. And, on any ENOC/EPPCO fast-food purchase, customers will be able to enter a draw for a Compaq I.Paq at the new stand-alone sites.

ENOC/EPPCO is now evaluating, selecting and processing sub-franchise opportunities in the UAE and other Gulf markets.

"We have received considerable interest from parties throughout the Gulf and anticipate being able to seal the first sub-franchise proposition during 2002," added Sultan.

In a little over 15 years, Orion has grown to over 2,400 brands in over 1,500 locations in 46 states throughout America, Canada and five other countries world-wide and is still expanding.