Saudi Arabia Targets Growth in Franchising
16 Mar 2018 - Legacy brands such as Subway and Dairy Queen have long had a presence in Saudi Arabia, and in recent years new entrants such as Wingstop, Wayback Burgers and Miami Grill have identified the country as one of opportunity for U.S. franchises.
The government of Saudi Arabia sees opportunity as well, launching a major initiative as part of its Kingdom 2030 Vision to support the growth and development of franchising. London-based World Franchise Associates has been appointed to manage the Saudi Franchise Launch & Activation Program, in partnership with Amjad Arab Office for Commercial Services, to make franchising a key driver for the General Small and Medium Enterprises Authority in the kingdom. The initiative seeks to “build a thriving and sustainable franchise industry,” and “improve the franchise eco-system in the kingdom,” according to World Franchise Associates, an international franchise development consultancy, marketing and media company.
As part of the effort, World Franchise Associates will conduct market research, coordinate seminars to drive awareness of franchising, launch a marketing awareness program and organize trade missions and international exhibitions in Saudi Arabia.
“As part of this initiative, World Franchise Associates will facilitate training sessions in different cities of the kingdom with the participation of Saudi entrepreneurs, legal and franchise experts,” said Eng. Amjad Arab of Amjad Arab Office for Commercial Services.