TABCo lays out huge business plans: CEO

dubai — TABCo Emirates is embarking on an “ambitious business plan”, specifically in introducing more outlets for its Elevation Burger franchise, its top official has revealed.

The company, which recently inaugurated its second Elevation Burger branch at Al Ghurair Centre in Deira, is responding to the growing demand for faster and smarter casual food experiences in the UAE.

“As with all new operations, they have their challenges. We have an excellent and experienced team that has made this operation a great success story, reflected by our operation and our intentions for growth,” Khaled Al Dhubaib, chief executive officer of TABCo Emirates, told Khaleej

Times in response to e-mailed questions.

“It has been very exciting and working in the UAE has made it seamless as the infrastructure here is second to none and is very welcoming for business and investment.” Elevation Burger serves 100 per cent organic grass-fed beef, and Al Dhubaib says that more and more people are realising the benefits of going organic, which helps prevents certain diseases like heart ailments and cancer. The Al Ghurair Centre branch is the second, following the first in Latifa Towers on Shaikh Zayed Road.

This offering will expand further in 2014; Al Dhubaib confirmed that there will be three more outlets to open this year on Jumeirah Road, at The Dubai Mall and in Sharjah.

“We have been well-received in the UAE and a large part of that is due to our excellent local partner, TABCo Emirates,” Taylor Avritt, lead trainer at Elevation Franchise Ventures, told Khaleej Times at the opening.

“They’re doing an excellent job in promoting the brand; they promote us very well and the staff continues to perform well.”

Elevation Burger outlets are spread well in the GCC; soon, a fourth will open in Kuwait, a second in Qatar and a third in Saudi Arabia. The third and fourth UAE stores will open in the summer, according to Avritt. It also has stores in Bahrain and Oman, with two and one, respectively.