The CEO of fast-growing QSR Just Falafel has revealed that in the firm’s 2012 business plan, social media plays an integral role in both attracting custom and finding new franchisees.
The brand has grown from two stores in Abu Dhabi in 2007 to a franchised operation with more than 300 paid-up agreements in place across the Middle East, and aggressive international expansion planned for 2012.
“Today, social media cannot be neglected,” enthused Malas. “By 2015 it has been predicted 35% of global media activity will be social media. You can’t build up your presence overnight, you have to capture it now. Anyone without a social media strategy is not competing.
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“We now have over 130,000 fans on Facebook and run successful customer promotions through that.
“We also have lots of franchise requests from other trade websites we are on.”
The company has just revealed profits of AED 7 million for 2011 from a turnover of AED 2.6 million in 2010.
“Potential franchise partners have recognised the success of the Just Falafel formula, and we’re currently seeing strong demand from the UK, India, and Canada – all of these markets are key growth destinations between 2012 – 2015,” Malas went on to explain about the company's expansion plans.
We are continually investing – primarily in people. We have a new chief operating officer at corporate level, a new CEO for India, and a CBD (chief business developer) to develop the brand further.
“At the moment we are also refreshing all outlets with new branding. We’ve cleaned up the production process and made it more efficient. So for the staff this means when they’re preparing a big order, which parts they start preparing first.
We’ve moved the fryers back of house and are only doing the wrapping at the front of house. We’ve made the look and feel of the stores cleaner and neater.
Attracting seasoned management and quality franchise partners is a key goal for Just Falafel, with the company rolling out a share option scheme which will see up to 20% of the company’s shares being included in employment and franchise packages. Franchisees will also receive a significant share allocation as part of their role in fulfilling Just Falafel’s human capital development plans.
“The UAE is our largest market at present, and our outlets in ENOC stations as well as at all major shopping mall food courts and in key residential areas will fuel Just Falafel’s growth here. Saudi Arabia, where we forecast around 100 outlets in the next three years, is a critical destination for us. New offices in London and expansion into India are also on the cards – we are receiving calls and emails daily from potential partners in both of those markets and others,” added Malas.
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