You cannot resist walking into the store that if filled with the aroma of roasted nuts, chocolates and coffee. Shaheen Nuts – The authentic taste of Jordanian Roastery, is sure to indulge you with the most original experience born from the Capital of Jordan, Amman. We find out more about this from Faris Shaheen – General Manager, Shaheen Nuts.
We have an 80 years old brand that was handed to us as 3rd generation. Having worked in multinational companies and getting good understanding of Retail business, we needed a scalable and time efficient way of expanding our business. Hence, we came to the conclusion that franchise is our optimal option if we do it properly.
Having a brand that is 80 years old required from us to ensure we build an authentic franchise concept with one of the best entities in the field. As we got several franchise request from the region, we knew that we had to re-build our business in a franchisable manner, and that is where it all started.
As most old brands that were related to family names. Our grandfather established the business and used our family name as the brand. Years ahead, Shaheen became the go to brand for freshly roasted nuts, chocolates, spices and coffee
We knew we had to re-establish our logo in a way that maintains history but also shows present and future. The idea of the new logo had to reflect that. Hence, the word Shaheen was drawn in an oriental style, and cashew kernel was added to it.
Supply chain, Automation and Systems. We never compromise on quality starting from selection process, where products are booked at the beginning of the season. Automation is another area that we invested in to ensure experience consistency across all of our branches. When it comes to systems, we have also built one connected system that provide real time data across all touch points.
Eye for quality and in-depth market understanding. Being a premium brand, our franchisee must be aware that what we do targets Mid-High end customers.
In a realistic scenario, anywhere between 24-48 Months.
Rebranding an 80 years old business. Customers understood that Shaheen focuses on quality, and when we rebranded, customers were worried that we may increase our prices or affect our quality. To ensure we avoid that, we set a clear pricing policy and mapped our production process to ensure quality consistency.
Signing our first franchise. This action helped us test our franchise concept and fine-tune some of our processes.
Getting products ready for branches and franchisees. This ensures adhering to shelf life guidelines.
Opening day of our first franchise. We ran a campaign and generated high traffic.
Over the coming 2-3 years, we aim to go regional and over the coming 5 Years, we aim to go global. This applies to franchise and export business, where we believe that having products exported to franchise potential countries will create brand awareness and generate demand for our products, serving our franchise partners.
Don’t take shortcuts and ensure you have the right control systems in place.
Don’t jump to the first opportunity you get unless you know that this will be the right partner to go with.
Your franchise partner will either take you to a new level or drag you down to a level you don’t want.
For franchisee’s, make sure you select a brand that is well established and work with people who have the right experience, not just copycats.
Get to know who are the industry key players, visit our Interview of the Week page.
To stay updated, visit our Franchise News section.
To learn more, visit our Franchising Tips section.