The franchising fair in Dubai, is it worth it or not?

Our point of view

The saying “Wives and oxen are from your own country” in the business world of the global era is no longer applicable. A brand that aims for success cannot overlook expanding beyond national borders. This applies especially (and primarily) in the world of franchising. The interesting global markets can be divided into North America, the United Kingdom, Europe, the Middle East and the Arabian Peninsula, Southeast Asia, and the Far East.

Each market has “public” entry points, which we could call international fairs. An opportunity to showcase one’s brand, regardless of the sector in which it operates. To enter the Arab market, the Dubai fair, the Global Franchise Market usually held at the beginning of November, is the main event that cannot be missed.

This year we were in Dubai and participated in the fair, accompanying one of our clients in the food sector.

Here are some of our considerations.

Numbers and interest

The fair itself is not large: it is smaller compared to, for example, the Franchising Exhibition in Milan. It has fewer than a hundred exhibitors, both large and small, and includes a section called the “Business Hub” where meetings can be scheduled with investors, suppliers, and retail operators.

However, the size should not be deceiving. Since it is a sector event, the numbers, in proportion to fairs aimed at B2C or broader aspects of retail, are modest but of high interest.

We can undoubtedly define them as “highly qualified leads”.

The audience

If we were to make a statistic of the people wandering among the stands, we could define that 60% were interested franchisees, 20% investors, 10% suppliers and consultants, and 10% curious individuals. As you can see, there are very few curious individuals, a type of visitor that unfortunately is more numerous in other fairs. However, this data should not be misleading. The Arab world is different from ours, with its consumption habits and culture. Before leaving and setting up a stand, it is necessary to analyze one’s format and understand how suitable it is for that world. An example? Bringing a food format based on pork is not a wise choice. The same goes for services. Always assess first if there could be a demand for our product in that market. Advice: always ask a franchising consultant for an evaluation beforehand.

The formats

From what we have seen and evaluated, Italian formats are well appreciated, thanks to the reputation of our country. Among these, food formats are the most interesting for the Arab audience. However, the first concern shared by franchisees, master franchisees, or investors is the sourcing of raw materials. Consequently, it is necessary to evaluate in advance the possibility of supplying the potential outlets opened in those countries. Then, if it is food, plan for the menu to be adaptable to the tastes and customs of those populations. This way, it will be possible to present oneself already with valid solutions.

Negotiations

The negotiation process is different. It is necessary to expect to return to meet the most interested investors. Then, it is good to invite these interested parties to visit your own store. Courtesy and politeness are highly appreciated and can make the difference between the success and failure of the operation. In the days following the fair, after collecting all the contacts, we suggest immediately following up with a recap email and inviting to establish video calls to continue negotiations. This must be done within 30 days of the event, otherwise, the results will be lower than the potential.

In conclusion, we can say that the Dubai fair is for those who have clear ideas and know what to expect. We do not recommend it for those who are not fully prepared to face long and intense negotiations. In any case, if possible, the experience is extremely formative, and much can be learned from it.