An artist's impression of the new Jasmi's outlet in Saudi.
Jasmi's plans major Saudi expansion
Manama, April 6, 2014
By R Sushil Nair
Bahrain-based fastfood chain Jasmi's has entered into an agreement with Saudi franchise partner Lathieth International Commercial to open 50 branches in Saudi Arabia over the next six years.
The initial investment in the expansion will be more than SR50 million ($13.3 million).
The renowned quick service restaurant, which holds a significant share in the food service retail segment in Bahrain, is spreading its wings in the region beginning with neighbouring Saudi Arabia, said a senior official of Lathieth International Commercial Company, the sole franchisee in Saudi Arabia for Jasmi's while talking to TradeArabia.
"We will open four Jasmi’s branches this year. Of this, three will be in the Eastern Province at Dammam and Dhahran and one branch in the Central Province at Riyadh," said Yousef Almajed, the company's managing director.
The work is already on at the 840 sq m outlet in Dammam and the two-storeyed branch will be ready by the end of May, he stated.
Al Majed said: "Jasmi’s success in Bahrain is what has triggered our Saudi expansion move as the quick service restaurant has witnessed consistent year-on-year growth. Now we want to create the same magic here in Saudi."
The company, he said, would be investing in more Jasmi's eateries across the kingdom in a phased manner.
On its regional expansion plans, the official said Lathieth International Commercial Company is in talks with Jasmi’s Corporation on working out a strategy to enter other GCC countries, mainly the UAE and Qatar.
"We already have a good response from Qatar and if all goes well we plan to open our first outlet by the end of the year," he said.
Al Majed said: "Currently, we have Jasmi’s brand and in the future we are hoping to extend our relationship with Jasmi’s corporation to include other brands as well and take them to a whole new level in the GCC."
Jasmi's boasts of several brands in Bahrain including Le Chocolat, Dajajio Chicken, Bella Napoli Pizzeria, Tony Roma's steakhouse restuarants and the Noodle House, which are popular among the Saudis who drive into the kingdom on weekends.
For Al Majed, the biggest USP has been the food quality. With more than 21 stores all over the Kingdom, Jasmi's is known to be a quality, family-oriented fast food Hamburger chain," he noted.
"Jasmi's always emphasizes on the quality of products and their preparation. Due to our consistent efforts to meet standards, staff and customers remain loyal which enables a continued growth of our business," he added.
Jasmi's concept of fast food, he stated, has changed and upgraded the fast food market in Bahrain and is now well accepted by all nationalities, specifically the family group, said the official.
"Because Jasmi's has become a new model in this business, we are gearing towards expansion, tapping the international market of which many Gulf States and beyond business groups share a keen interest in," he added.-TradeArabia News Service