Entering the promising MENA Foodservice market: Overcoming Challenges

With my experience in the MENA and US food and beverage business, my journey has been defined by both the highs of innovation and the lows of navigating a challenging market. I've witnessed the game evolve year after year. I've seen new suppliers struggle to break into the market and even seen established suppliers find it challenging to discover new channels. So, the question remains: how can you win in a market that is constantly changing?

I am currently leading the commercial teams at KASO. I have worked in distribution and category management for over 20 years. With key roles at Sysco, Kroger, Transmed, and Tradeling. I've contributed to commercial success and built partnerships within the industry. Here, I hope to offer some valuable insights into this ever-changing market.?

Finding the Right Assortment to Sell

Entering the MENA region is a lucrative business but also a challenge. The first challenge is selecting the right products to sell. My advice. Do extensive market research. Understand local tastes and preferences, then start innovating. Experiment. Test out your assortment to make sure it's authentic. See if there is a demand. Talking to customers, creating a strong local network, and forming partnerships with culinary influencers can also provide useful insight, making it easier to break into a new market.

Fierce Competition and Accessibility

The market's accessibility presents yet another set of issues. With anyone being able to obtain a trade license has increased competition. While this promotes creativity and diversity, it also emphasizes the value of differentiation. You need to carve out a niche by focusing not just on what you sell but also on how you offer unique value to your clients.?

To stand out, create a company that values quality, dependability, and innovation. Invest in developing strong relationships with your customers by providing not only products but also support and cutting-edge service. The products you offer could be specially adapted to the needs of restaurants by working with them on culinary training and menu development. You can build a loyal consumer base by delivering value and selling them products.

Finding New Customers and Channels?

The growth of new restaurants represents an opportunity, but you need to be aware of up-and-coming trends. To find new customers or channels, you have to be proactive. Use data analytics to identify emerging trends and growth areas. Partnering with new popular restaurants before they're mainstream gives you an edge. Consumer behavior changes so you need to be adaptive. Know what foods are trending and what people are eating.?

Understanding the dynamics of new restaurant openings, channel expansions, Michelin star inaugurations, and the rise of burger joints. Make sure your team is well-versed in reaching these diverse channels. Connect with the community and chef associations to help your entry into new channels and stay up to date on what’s going on in the market.

Forecasting and Shipment Challenges?

One significant trend is the increase in voluntary exports, especially along the longer Red Seas. In terms of forecasting and shipping, I encourage investing in reliable technical solutions. Real-time tracking, predictive analytics, and agile supply chain management are no longer optional but essential. Diversify shipping routes, taking into account both efficiency and risk prevention. Engage with geopolitical specialists to keep ahead of potential difficulties and ensure that your logistics methods reflect the market's changes.

The Consolidation Trend

Restaurants are increasingly looking for all-in-one solutions to improve operational efficiency. The growing number of e-commerce platforms has contributed to this trend. Technology increasingly plays an important role, as restaurants shift to online platforms to expedite their buying operations. Utilize user-friendly online platforms that make the procurement process easier for your clients. Consider partnerships with e-commerce powerhouses to expand your reach.

Demographics and Diversification

With an increase in expatriates settling in the MENA region and the changing demographics. Be aware of cultural preferences. Do market research. Engage with local communities to better understand their demands and preferences. Diversify your product offering to meet the growing demand for specific cuisines. Tailor your approach to appeal to these distinct segments whether it's through focused marketing, specialist offerings, or strategic partnerships. Understanding and adapting to the changing market will make you a preferred supplier in the MENA region.

Adaptability is your most valuable asset. Successfully navigating the shifting market, anticipating trends, and embracing technology will ensure your success in entering the market. Aim to add value rather than stand out.?