5 QUESTIONS TO MERT ASKIN PRESIDENT F&B AZADEA GROUP
1. What opportunities do you seek in the MENA region?
The MENA is recognized for having a young population that is well-traveled and tech-savvy. This clientele follows the trends, appreciates and understands the brands. Additionally, the GCC’S tough and humid weather drives a major and interesting lifestyle happening in malls, where F&B is a key component. This is actually our main playground. We seek to bring casual dining experiences that appeal to a wide range of consumers.
2. What challenges have you faced throughout your operations?
We are fortunate enough to be able to state that challenges have been minimal. Our development and management strategies are focused and straightforward. We understand that picking the right location in the right city with the right rate is essential for the survival and the success of any brand. Since our business kicked-off, we have accumulated a lot of experience through optimizing our management skills and our partnership with our franchisees, which is producing mutual and joint success.
3. Which markets interest you more and what differentiates each of them?
The UAE, KSA, Qatar and Kuwait are our key markets. Bahrain, Oman and Egypt are also of growing importance. However, each market has its own specifications and characteristics. One cannot apply the same operation scheme. For instance, the UAE has a large tourist base, in addition to a broad western community and expats that are already familiar with global brands. This makes establishing such international concepts easier in the UAE. Other markets may rely on the local population. Therefore, we need to adapt in terms of marketing and sometimes, in terms of menu. However, difference might not go beyond 10 percent in the menus and in the price point, as over the years, we managed to find a combining component.
4. What are your future plans?
Our aim is pursue our growth strategy with our existing brands, and add new ones to our portfolio. We have a clear-cut mapping related to where and with what to grow. We will continue to monitor and sculpt customer demand in order to differentiate our offering.
5. Would you ever consider adding homegrown concepts to your portfolio of brands?
We are considering adding homegrown concepts as creativity and world-class standards already differentiate concepts made in the MENA.
ABOUT AZADEA GROUP
Since its inception in 1978, Azadea Group has grown to be an established lifestyle retail company, owning and operating over 50 international franchise concepts across the Middle East and Africa, in various industries, including F&B and fashion. With over 12,000 employees, the company boasts a solid infrastructure overseeing over 650 stores across 13 countries, including Algeria, Bahrain, Egypt, Iraq, Jordan, KSA, Kuwait, Lebanon, Oman, Qatar and the UAE.