“Word of mouth remains a key ingredient to our growth and success,” said Dina Jreissati, Vice President – Marketing & Communications at Shamal Holding, during an exclusive interview with Campaign Middle East.
Jreissati was able to expand and go into details with Campaign regarding the latest opening of the Five Guys restaurant at a new branch in Town Square, Dubai.
Why did you open a new branch?
No matter which store we open, we believe in engaging with the local community and we’re incredibly excited about the new Five Guys restaurant in Town Square.
It’s a fantastic location that allows us to serve burger fans with the freshest and highest quality ingredients, not only in Town Square but also to the other nearby communities.
As the Five Guys UAE franchise owner Shamal Holding launched the brand into the UAE in 2015, and we’ve seen significant demand with multiple new stores opening locations across the Emirates over the past few years.
Who are you trying to reach?
Much like Dubai, Town Square is home to residents from a wide variety of backgrounds and ages and it’s known for its family-friendly atmosphere, with many young families living in the area.
As a brand, Five Guys has family values at the core of our business, so Town Square is a logical fit for us.
What is your overall strategy?
We’ve invested considerable time and effort in understanding the local market dynamics, consumer behaviours and competition.
Our strategy includes expanding our presence in strategic locations to serve our customer base while also getting closer to residential communities.
Town Square is a rapidly growing and popular community, making it an ideal choice for expanding our brand’s footprint.
We have recently opened branches in Al Jada Avenue in Sharjah and Galleria Al Barsha and we are looking at several new locations with plans to open in other emirates in 2024.
What campaigns are you running?
Five Guys has established a reputation of providing a high-quality experience and that expectation is always met. Every time we expand, we prove that again.
We focus on creating awareness of all new locations ensuring that our customers know where we are and how to find us.
Our best marketers are our customers and word of mouth remains a key ingredient to our growth and success.
There are people who like to visit all our stores, wherever they are and they are not afraid to shout about their love of our burgers and the extraordinary service from our teams.
