International Expansion: Tasti D-Lite to Open in United Arab Emirates
The country's first Tasti D-Lite Center will open in Dubai in the first quarter of 2010, soon to be followed by an opening in Abu Dhabi and an additional 12 locations in the coming years.
-- Chain Leader, 11/24/2009 8:04:00 AM
PRESS RELEASE: (DUBAI)---Tasti D-Lite, the great-tasting, lower-calorie frozen dessert chain with a cult following among health-conscious consumers as well as celebrities, has signed a master franchise agreement for the United Arab Emirates. The country's first Tasti D-Lite Center will open in Dubai in the first quarter of 2010, soon to be followed by an opening in Abu Dhabi and an additional 12 locations in the coming years.
Tasti D-Lite UAE - operated by brothers and joint Managing Directors Saeed Kalafchi and Masoud Kalafchi - is the master franchisee who will introduce and expand the Tasti D-Lite brand in the United Arab Emirates. Saeed and Masoud have been involved in managing a number of their family business activities in trading, retail, distribution and manufacturing across the Gulf Region, employing more than 1,000 people. Following the openings in Dubai and Abu Dhabi, additional centers will be opened in both cities as well as Sharjah and the Northern Emirates.
"The healthy food segment is definitely very attractive and Tasti D-Lite has a strong and unique offering to fill that niche," said Saeed. "We want everyone in the U.A.E. to experience Tasti D-Lite and with our capabilities, coupled with Tasti D-Lite's management and operational experience, we plan to roll out new locations as quickly as possible."
Since its inception in 1987, Tasti D-Lite's popularity has grown largely by word of mouth and has resulted in a huge base of raving fans who line up day and night to get their favorite guilt-free treat, available in more than 100 flavors. With Tasti D-Lite, health-minded individuals can enjoy a dessert that is significantly lower in fat, calories and carbs than ice cream and significantly lower in sugar than frozen yogurt. Thanks to new store openings as well as unsolicited international exposure on TV shows such as "30 Rock," "Sex and the City" and "The Apprentice", demand for the brand has grown worldwide. Tasti D-Lite is now poised for growth throughout the U.S. and in major international markets - including the United Arab Emirates - with plans to build a global 500-center franchise network through a combination of single- and multi-unit franchises, area developers and international master franchises.
"We are extremely excited to be entering the United Arab Emirates with a franchisee group with great business experience and a true passion for Tasti D-Lite," said Jim Amos, Tasti D-Lite's chairman and CEO. "The U.A.E. has become a hot market for light frozen desserts and we're confident that Saeed and Masoud will capitalize on this opportunity and build the same kind of loyal customer following for our healthier treats in that market as Tasti D-Lite has built in the U.S."
Tasti D-Lite first launched its franchise program in 2008. Since then, the company has grown to more than 50 locations and has secured commitments to open over 300 locations in the coming years. This year, Tasti D-Lite has already opened new stores in Texas, Florida, Tennessee, New York and New Jersey and expects additional expansion into Arizona and Connecticut by the end of the year. Internationally, the company already has a presence in South Korea, and further growth is planned for several additional markets. As part of a new master franchisee agreement for Mexico, the brand is opening its first location in Mexico City before the end of the year. Led by a world-class operating team, the company is undertaking a program of accelerated store growth, product innovation, customer engagement and service excellence.
For more information, visit www.tastidlite.com or contact Kurt Ullman at 615-550-3122.
