Chez Sushi, the UAE’s homegrown, fast-casual Japanese dining concept, has today announced that its rapidly expanding franchise is set to go regional, with its first location outside of the UAE to open in Muscat, Oman, on December 23rd.
Such has been the success of Chez Sushi that, less than two years after the launch of the brand, it is already branching out, beyond its home territory (UAE), with more outlets in additional territories set to be announced in Q1 2015.
Having cornered the market on the concept of custom-rolled Japanese food, Co-Founder and Managing Partner, Hiba Kosta, attributes the success of Chez Sushi to a combination of: the concept; the food; and the progressive business plan that has driven the brand’s rapid expansion.
Ownership vs Franchising
“We are delighted to be opening our first regional Chez Sushi, in Oman – the first of many more to come,” adding, “While the current UAE operations are all directly owned, we have adopted the franchise model for our international operations,” said Kosta.
“This is a result of having perfected the concept and offering of the brand, in the first UAE-based outlets, and we’re now confident that the franchise model offers us an opportunity to expand more rapidly. Of course, this business model also offers opportunities to entrepreneurial-minded franchisees, in multiple markets.”
While the model for expansion firmly in place from the start, Chez Sushi – Muscat is clearly the first major statement-of-intent to take a homegrown, UAE brand, into international markets.
“The new territories we are entering, with the franchising of the Chez Sushi brand, is certainly an exciting challenge we are looking forward to and one in which we feel their is a huge opportunity to take ownership and a leading brand position, in the industry,” added Kosta.
The Muscat branch adds to Chez Sushi’s three Dubai-based outlets, which are situated in the Dubai Marina, Al Wasl Road, and Business Bay, respectively. Another outlet, in Arabian Ranches 2, is due to open in March 2015.