Find fragrant and fresh Arabic food that transports you to your sweet memories from home. The General Manager of Aldar Darak, Khaldoun Ayesh tells us how they opened their franchise and are looking to expand. Feel at home in Aldar Darak restaurant from anywhere in the world.
1.How did you enter the franchise business?
Khaldoun Ahmad Ayesh established a Gulf and Jordanian food restaurant in Tabarbour in 2008 ( Aldar Darak) under his father’s support who had extensive experience in the field of restaurants, where he worked as a head chef in several hotels and in the Jordanian Arab Army as well as in the American embassy. Furthermore, he opened the Jerusalem restaurant in Chicago – America.
In the year 2021, and due to the high demand for the name “Al Dar Darak” in the region, the company’s management decided to start a franchise program and expand outside Jordan.
2. Where and how did the idea of your concept come from?
In 2008, the “Al Dar Darak” Restaurant was opened in the Tabarbour area of Amman, as Tabarbour lacked restaurants and only had two shawerma restaurants and only a few Arabic food restaurants.
In 2014, Khaldoun expanded under the name of “Al Dar Darak” and opened other branches, one in Marka and the other in Medina Street, to spread the name of “Al Dar Darak” significantly that took on an oriental personality which caters to all classes at a very competitive price point.
3.What inspired the brand name?
In 2008 Amman was lacking restaurants that are specialized with Jordanian /Gulf food at affordable everyday value. So Aldar Darak was established .
4.What is the story behind the brand’s logo?
The brand name Aldar Darak means the restaurant is a home replacement. When you come to Aldar Darak you feel at home.
5. What makes your brand different from your competitors?
Aldar Darak offers Jordanian, Palestenian, Gulf food with the freshest ingredients at prices that everybody can afford. You can get an open buffet with full range of products from appetizers/main dish/drinks and desserts for just USD 10 ,it is good value for money.
6. What are the essential qualities that you look for in a franchisee?
- Business minded
- Able to work with in system
- Customer oriented
- People oriented and take care of his employees
- Financially stable
- Has no legal issues
7. How long does it take, on average, for your franchisee to realize their investment?
Return on investment is usually in the range of 24 to 36 months
8. What was the major challenge you faced in your career, and how did you overcome it?
The most challenge we faced is creating a brand that gives good quality products at prices that are affordable.
8.1.What is your best achievement?
Our best achievement is our loyal customers .
9. How does your business day start?
Getting products ready to branches making sure that branches adhere with shelf life
10. What was your best moment throughout your franchise career?
Getting ready to franchise.
11. Where do you see your brand in the next 5 years?
Seeing the brand going regional and then global
12. Any tips you want to impart to our readers who want to be in the franchise industry?
- Give support to franchisee
- give franchisee the tools to succeed ( franchising manual/training/operational support)
- Franchisee to follow franchisor guidance and direction
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