Non-retail and at-home business opportunities are set to shape the franchise market in 2009 and beyond as entrepreneurs and brand owners look for cheaper avenues to business success, according to an industry expert.

“The latest trend from last couple of years on a global level is the service and business-oriented franchises out of a non retail location or even operated from home. The trend is definitely being introduced to Middle East,” said Sary Hamwy, CEO of Franexcel.

The franchise consultant, one of many exhibitors taking part in the 2009 edition of Franchise Middle East (FME) at Dubai International Exhibition Centre this week, believes the service industry will once again come to the fore.

'The Middle East has a bright future towards the franchising industry. International franchise brands are looking at emerging markets to establish themselves and be operated by experienced companies,' he remarked.

Home grown franchises are increasing by the month and have a great potential in the rest of the Middle East and some of them even on a global level,” he added.

FME, now in its sixth year, is the largest international franchise exhibition in the Middle East and is supported by the IFA (International Franchise Association). It will take place from March 2 to 4 at the Dubai International Exhibition Centre.

Organisations which will have a strong presence at the show include Franexcel, Francorp, Emarat, Marina Furniture, Integrated Food Franchising, Atco, Global Tourism Club, London Dairy Café, Reno Italy, and Crown Concept from Lebanon.

The show has earned the enviable reputation of being the ideal networking opportunity for the franchising industry in the Middle East, which industry analysts have estimated is worth $30 billion.

'As a leading franchise consultant in the Middle East, the Franchise Middle East exhibition in Dubai is one of the most important events on the Middle Eastern franchise calendar where we meet prospective franchisees from all different level and interests,' he noted.

'Our presence during the exhibition allows us to present and market several opportunities we have in our portfolio towards the UAE and GCC franchise market,' said Hamwy.

“Having our headquarters in Dubai, the Middle East is a crucial market which drives our company,” he added.-TradeArabia News Service