Quiznos, a USA-based quick-service restaurant chain, has signed a Master Franchise agreement for Kuwait. FOODCO Inc, which now owns the Quiznos Master Franchise for Kuwait, is expected to open 15 locations in the country.

FOODCO Inc, which was created by several food industry veterans, has had over 10 years of experience in bringing USA-based companies into Kuwait.

Lee Vala, Chief Development Officer of Quiznos, said: “Our primary focus in ensuring the best opportunity for success in a new international market is joining forces with individuals and organisations with proven industry experience, established local infrastructure and exceptional business acumen in the country where they operate. FOODCO Inc has a clear understanding of local consumer trends and preferences, and we are excited to introduce Quiznos and its chef-inspired menu to new guests in Kuwait.”

To aid Quiznos success in Kuwait an extensive local market research has been conducted to determine the factors that are most important to lunchtime consumers in the country. Among the considerations most important to customers were dining atmosphere and ambiance, convenient online ordering and delivery, and menu variety, including light and healthy options.

Hussain Al Saeed, Managing Director of FOODCO Inc, said: “In Kuwait, people lunch for pleasure. Guests want to sit in a clean and comfortable atmosphere with a pleasing ambiance. They want the option to have lunch delivered to their home or office. Quiznos offers all of this and a clearly defined methodology for positioning the Quiznos brand in Kuwait for success. We wanted to be associated with a well-known and respected brand that offers a great product and healthier options. I’ve always been a fan of Quiznos sandwiches, salads and soups, and Quiznos is exactly the company we’ve been looking for.”

Over the next two years, Quiznos plans to expand its brand into over 40 countries and territories, with target markets in Central and South America, Europe, the Middle East and Southeast Asia.

Published: 26 November 2010

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