Seeking to grow in the Middle East, Scandinaviaâ€™s largest coffee chain Wayneâ€™s Coffee turned to MEFranchising to identify the right partner and route-to-market strategy in the region. MEFranchising helps establish and grow international franchise concepts in the Middle East and Worldwide.
Online PR News – 21-August-2010 – – MEFranchising Managing Director Mohammed Alnassar today announced the collaboration with Wayneâ€™s Coffee to help the coffee chain develop new partnerships and expansion strategies. The coffee chain already has 100 outlets in 10 countries and looks to build its foot print in the Middle East.
Todayâ€™s announcement followed the anticipated opening of Wayneâ€™s Coffee Panorama Mall in Riyadh, the companyâ€™s second unit in Saudi Arabia this year.
By collaborating with MEFranchising, Wayneâ€™s Coffee is solidifying its position as the first Swedish Food and Beverage Company to enter the Middle East and aims to establish a new company in the Arabic peninsula this fall.
â€śThe Wayneâ€™s Coffee brand resonates well with the Middle Eastern coffee drinker. By tapping into our strategic local knowledge and franchising experience in the Middle East, the launch of Wayneâ€™s Coffee in Riyadh was seamless.â€ť says Mohammed Alnassar.
Working with a franchising expert has worked well for Wayneâ€™s Coffee who credits MEFranchising for the success and remarked to media that the customer response has been â€śoverwhelmingâ€ť.
â€śThis is an interesting region with great potential. We are proud to offer the people of Riyadh a perfect mix of Swedish, Italian a North American traditionâ€ť says Anders StĂĄl, CEO of Wayneâ€™s Coffee.
The new unit is an important strategic vehicle for Wayneâ€™s Coffee and a door opener for other Swedish business ventures looking to further expand in the Middle East. The franchise market in the region is forecast to grow by 27% per annum, significantly above other parts of the world.
â€śSaudi Arabia is the biggest market in the region and a success in Riyadh means a vast increase for success elsewhere in the regionâ€ť says Jan Thesleff, Ambassador of Sweden in Saudi Arabia who hosted the opening ceremonies for Wayneâ€™s Coffee in Riyadh.