MIFE 2018 kicks off hosting around 38,000 franchises

CAIRO - 17 November 2018: The 16th Middle East and North Africa International Franchising and Licensing Exhibition and Conference (MIFE 2018) kicked off on November 17 to last for three days. Around 38,000 brands from multiple countries are participating in the event.

Those belong to Egypt, the Kingdom of Saudi Arabia, the United States, the United Kingdom, Lebanon, Turkey, Malaysia, Singapore, and China for the first time.

Chairman of the Egyptian Franchise Development Association (EFDA) Tarek Tawfik said in the opening that franchise is about trade, industrial, commercial, and social activities.

Executive Director of the French Franchise Federation Chantal Zimmer highlighted that franchises contribute to the elimination of unemployment, and the promotion of entrepreneurship in the society.

“Many franchises in Egypt are in good health,” Zimmer stated adding that franchising can help export concepts, and is considered a “strong and professional strategy” to promote enterprises in targeted countries. Zimmer concluded saying that “franchising is a way to achieve peace.”

International Franchise Association’s (IFA) Vice President for International Affairs and Chief of Staff Josh Merin explained that EFDA deploys efforts to promote franchising in Egypt by drafting a law regulating that type of business, and by introducing the Certified Franchise Executive (CFE) designation offered by the IFA.

The representative added that the program offers a comprehensive discipline of franchising on the professional and ethical levels.

“A franchise is a trademark that needs patience, attention, time, and friendship. If you are not a franchisee, you can create a franchise,” Chairman of Turkish Franchise Association (UFRAD) Mostafa Ayden said.

The Honorary Chairman of EFDA Moataz Al Alfy said that franchising prospered before the January 25 Revolution as it experienced a decline but currently it is “back on track.” Al Alfy added that franchises in Egypt were able to create 300,000 jobs for just 2018.

There are 800 franchises operating in Egypt creating 800,000 direct jobs and 1.6 million indirect jobs. The size of their investments and sales are respectively LE 80 billion ($45 billion) and LE 14 billion ($8 billion).