When a franchise restaurant chain “clicks,” it takes off like a shot. Some are a flash in the friar while others hone their image for the long haul. Whether a restaurant franchise company becomes iconic owes to its product and concept. But if it works, everybody wins.
Dixie Lee International Industries Inc., a quickly expanding restaurant franchise operation, has begun its international expansion track, in mid-January 2008, with the opening of its first Dubai franchise. Originally established in Ontario Canada as a food distribution company, the company quickly entered the restaurant business and established its brand name (“Dixie Lee”) as a place where quality chicken dinners could be had. The franchise company has since become well established, with eighty Dixie Lee Chicken & Seafood franchise restaurants across Canada, and has plans for a total of 300 more domestic and international sites.
International expansion appears to be well received by Mater Franchisee operators. The first franchise operation in Dubai is being well received as initial opening marketing programs proceed. Currently, four more sites are being researched in the country. A more aggressive Master Franchisee operator is working to bring 20 franchise operations on-line in Ukraine over the next five years.
The company appears to have correct timing for a European and Middle East expansion program. Disposable income levels in both regions are increasing or at high levels. The company’s Louisiana spicy chicken recipe should work well in these regions as should its newer 1940’s and 50’s American diners’ concept is now being tested. Technical analysis by some indicates higher value although the fickle nature of disposable income spending from region to region should be considered.
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