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Blimpie targets Middle East expansion with first store in Kuwait
December 20, 2009
Blimpie, America's Sub Shop, has announced plans for its first location in Kuwait. In partnership with International Famous Franchises Co. (IFF), Blimpie's parent company, Kahala, has announced it has entered into a licensee agreement aimed at opening 18 stores in Kuwait by 2014.
The first location in Kuwait is slated to open in the spring of 2010 and is expected to meet the trend toward fast, healthier food options that is on the rise among Kuwaitis. Blimpie offers a number of sandwiches and salads that are low in calories and quickly made to order while offering the freshest ingredients.
While only minor changes have been made to the Blimpie menu for the Kuwait debut, its expected regional flair will eventually be added to the concept in the coming year based upon customer feedback and market research.
Focus on Middle East expansion
IFF was formed to provide a solid platform to support a leading diversified group of companies with a strategic objective for growth and expansion locally and within the MENA region. IFF's management team has more than 35 years of combined experience in the foodservice industry, more than 30 years of combined business approach and tactics experience in the region, involvement in over 50 restaurant openings and deep involvement with all cross-functional aspects of the foodservice business.
"IFF is a fantastic fit for overseeing Blimpie's expansion into the Middle East," said Dan Beem, Kahala's president of international. "The IFF team, supported by Kahala's international team, is committed to the brand's success. There's a detailed approach in everything IFF does (regarding) operations, marketing and customer relationship management, and that's extremely important to maintaining the brand image abroad."
The recent agreement with IFF is the first international agreement for the Blimpie brand overseen by parent company Kahala. Continued international growth is a key business factor in developing the Blimpie brand in the coming years. Development efforts for the brand overseas include targeted markets in the Gulf Cooperation Council, focused on countries like Saudi Arabia, United Arab Emirates, Bahrain, Oman, and Qatar, as well as other major regions of the world.
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