Wayne's Coffee Selects MEFranchising To Grow In Saudi Arabia

Seeking to grow in the Middle East, Scandinavia's largest coffee chain Wayne's Coffee turned to MEFranchising to identify the right partner and route-to-market strategy in the region. MEFranchising helps establish and grow international franchise concepts in the Middle East and Worldwide. End Quote

(1888PressRelease) August 21, 2010 - MEFranchising Managing Director Mohammed Alnassar today announced the collaboration with Wayne's Coffee to help the coffee chain develop new partnerships and expansion strategies. The coffee chain already has 100 outlets in 10 countries and looks to build its foot print in the Middle East.

Today's announcement followed the anticipated opening of Wayne's Coffee Panorama Mall in Riyadh, the company's second unit in Saudi Arabia this year.

By collaborating with MEFranchising, Wayne's Coffee is solidifying its position as the first Swedish Food and Beverage Company to enter the Middle East and aims to establish a new company in the Arabic peninsula this fall.

"The Wayne's Coffee brand resonates well with the Middle Eastern coffee drinker. By tapping into our strategic local knowledge and franchising experience in the Middle East, the launch of Wayne's Coffee in Riyadh was seamless." says Mohammed Alnassar.

Working with a franchising expert has worked well for Wayne's Coffee who credits MEFranchising for the success and remarked to media that the customer response has been "overwhelming".

"This is an interesting region with great potential. We are proud to offer the people of Riyadh a perfect mix of Swedish, Italian a North American tradition" says Anders Stål, CEO of Wayne's Coffee.

The new unit is an important strategic vehicle for Wayne's Coffee and a door opener for other Swedish business ventures looking to further expand in the Middle East. The franchise market in the region is forecast to grow by 27% per annum, significantly above other parts of the world.

"Saudi Arabia is the biggest market in the region and a success in Riyadh means a vast increase for success elsewhere in the region" says Jan Thesleff, Ambassador of Sweden in Saudi Arabia who hosted the opening ceremonies for Wayne's Coffee in Riyadh.

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