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Franchising in Lebanon: Innovative and exportable concepts…

Descendants of a trade-oriented civilization, the Lebanese are outstanding entrepreneurs.
Indeed, despite the political inherent risk, Lebanon is a country capable of reconstructing, innovating, and creating.

Al Rifai, Patchi, Pain d’Or, La Maison du Café, Rectangle Jaune, Najjar Gourmet, Crepaway, Daniel’s, Lina’s, Naï Lingerie, Casper & Gambini’s, Eternity, Salmontini, Water Lemon, Café Blanc, Huashis, La Posta, Al Sultan Brahim, Kabab-ji, La Tabkha, Wooden Bakery, Moulin d’Or, ABC… 

Those purely Lebanese concepts have recently been assembled under the Lebanese Franchising Association created in February 2007 with the help of the French Franchising Federation.

A boutique of ready-to-wear in the middle of a restaurant, a chocolate manufacturer harmoniously associating his products with wonderful collections of table art: innovative and audacious concepts!

Another common characteristic to the Lebanese concepts: the ease of export, considering the small size of the country, the cultural proximity of target markets (Egypt, Jordan, Syria, Gulf Countries), and the buying power of the investors in those markets.

Similar to European concepts’ weaknesses, Lebanese concepts’ weaknesses revolve around the absence of operational manuals, merchandising frailty… but those weaknesses are bearable in environments of well-off franchisors where the combination of the product and architectural environment is enough to ensure a concept’s success.

Lebanon is more than a potential destination for European concepts: it could be the stepping stone allowing the reach of destinations from Egypt all the way to Kuwait, thanks to the multiple networks built by Lebanese entrepreneurs in those countries.

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