Brazil’s Habib’s plans to open 500 outlets in China
[ 2009-06-23
]
Sao Paulo, Brazil, 23 June – The biggest Brazilian fast food franchise, Habib’s, plans to enter the Chinese market and over the next five years open 500 outlets, said the brand’s Operations director, João Augusto Ribeiro Penna.
Habib’s specialises in Lebanese food and other Arab food products, but also produces cakes.
Returning from a 15-day trip to China where he was finding out more about the market and meeting with investors from Chinese group Real Intercontinent, based in Tianjin, Ribeiro Penna said that strategic planning was not entirely finished, but added that the first ten outlets were expected to consume US$10 million.
Ribeiro Penna noted that a central location would be set up to produce all the raw materials needed for the outlets to operate and that, within five years, the structure would include six more distribution centres that would serve the outlets located within a maximum radius of 300 kilometres.
“We will import meat from Australia or implement cattle farming in the country,” said the brand’s Operations director, adding that the menu would incorporate typical Chinese products.
According to Ricardo Camargo, the executive director of the Brazilian Franchising Association (ABF), Asia is the third main region for potential expansion of Brazilian brands, behind Latin America and Central America.
Camargo added that the footwear and accessories brand Arezzo was also negotiating setting up its stores in China. (macauhub)
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