Chipotle

United Arab Emirates

DUBAI
Cihan Julia Luciana
Matt Veronica Zeineb
Franchise
Dubai has high-ranked in franchising.

UAE is a fertile ground for franchising

- Vibrant business environment

- Large / High spending expatriate population.

- Secured investment destination

High purchasing power in Dubai






Franchise
Investor-friendly policies
- No special legislation for franchising

- Multiple free zones : Tax exemption

- Gets ample of support from the government

- Dubai Islamic Bank (DIB) developed a program to assist young
UAE nationals finance the purchase of franchises.
Franchise
Long-term plan to extend investment projects in the northern emirates.

Why we offer franchise?

- The freedom of self-employment

- Shared marketing, advertising, business launch campaign costs

- Instant cash flow

(References - Doing Business in the UAE : 2013 Country Commercial
Guide for U.S. Companies,

Hot franchise markets report - Dubai, UAE

Franchise in Dubai from Business Support Department Dubai
Chamber of Commerce and Industry)
Advantages
Dubai is the 2nd most branded
location globally at this point, only
behind of London;

Cost - Average rents in Dubai stood
at USD 114 per Sq. ft. per annum;

Restaurant market is predicted to
grow %30, $780 million by 2015.

Location Dubai Mall
The world's largest shopping mall
in terms of total area;

Located in close proximity to the
world's tallest tower, Burj Khalifa;

Has more than 14.000 undercover
parking spaces;

Attracts more than 750.000 visitors
each week;

Houses a variety of attractions;

Offers about 1200 shops;


Market Search
POPULATION 9,205,651

GNI PER CAPITA (US$) 36,040

Dubai is a very attractive place for tourists due to its high quality of leisure
facilities. Many consider Dubais leisure facilities to be among the best in the
world, with approximately 50+ malls and shopping centers in a relatively small
city .

Fast food increased at a considerable rate in 2012, posting an increase
of 15% in current value terms.

Primarily, fast food managed to appeal to a wide consumer base, with
consumers from all income groups increasingly relying on this channel
for quick, easy, and affordable meal solutions on-the-go.

No pork and its products included in the menu. But special tastes such
as tea could be included to the menu.

100 per cent foreign ownership of the enterprise

100 per cent import and export tax exemptions

100 per cent repatriation of capital and profits

No corporate taxes for 15 years, renewable for an additional 15
years

No personal income taxes

Less burdensome documentation, mostly in English.
Advantages
Marketing/Advertising
Two outdoors close to the Dubai
International Airport

One outdoor in the American University

One outdoor close to the Dubai Mall

One outdoor close to the Business Center
(Business Bay Offices)




Marketing Target
Adults ages 18-34 who are either
students or working professionals, and
tourists. They have a busy and active
lifestyle, which forces them to eat out
often.

This marketing campaign will focus
mainly on outdoor taxis.

Taxi (only prime locations) advertising is
cost-effective, trendy and high-impact.

Minimum of 450.000 passengers use taxis
in Dubai daily.



Challenges
Competitors:

American Fast Food Chains have dominated the market in
Dubai, comprising up to 47% of food and beverage in Dubai.

There are 33 American restaurants in Dubai Mall.
Direct competitors: Fast food companies.
Indirect competitors: Organic and Mexican foods.

The main American fast food competitors are Mc Donalds,
Burger King, Pizza Hut, Baja Fresh, Subway

Suppliers
Supply Chain:

Local organic food distributors in Dubai
(GreenHeart: http://www.greenheartuae.com/)
Reasonable Price

The same criteria what chipotle has

1 AED (Dirhem) = 0,27 US (Dollar)


Suppliers
Supply Chain:

Chicken (GreenHeart: http://www.greenheartuae.com/)

(GreenHeart: http://www.greenheartuae.com/)

Suppliers
Supply Chain:

Beef and Lamb (Halal Certificate)
imported from Iran (Tahran and
Bushehr)

From Tahran to Bushehr with chilled
container trucks, and shipping from
Bushehr to Dubai port

Approximately $2.5-4 per kg.(beef and
lamb), 1.5 per kg (Chicken).
http://www.indexmundi.com/commoditi
es/?commodity=lamb&months=12

Its inappropriate to sell pork and its
products in Dubai. So pork and its
products will not be included any food.
Cost Analysis (2)
Projected/Estimated Cost Analyses

Cost Analysis (3)
Goals
Increase %8 of sales per year.

3-5 new restaurants will be launched in 3-5 years.

New locations will be Abu Dhabi, American University in
Dubai, Business Bay offices in Dubai.