45-year-old fine dining chain Golden Fork is set to undergo a massive expansion worth $2.72 Million to open 20 new and designer outlets across the UAE. The restaurant plans to get into a franchise model, wherein the company will have part stake sale deals with prospective partners. The aim is a wider customer base.
Shanavas Mohammed, Partner, Golden Fork, told Arabian Business that their expansion strategy includes a significant focus on rebranding. “We aim to enhance our presence in shopping malls and identify areas with high footfalls.” Branches will open in Deira City Center’s new Food Central food hall, Motor City, Al Ain Mall, Mega Mall in Sharjah, and Al Wahda Mall in Abu Dhabi. Currently, there are Golden Fork outlets at Dalma Mall, City Seasons Hotel in Deira, Lulu Mall in Fujairah, Dubai Silicon Oasis, and Mushrif Mall. The Al Rigga outlet, the original Golden Fork restaurant which opened in 1975, saw refurbishment and a major makeover.
Mohammed said they have a strategic plan for the expansion and are going about it in a studied manner. “As the UAE gets more community-centric, we are ensuring that the delicious food, exemplary Golden Fork service, and cozy, warm ambiance is always just around the corner. Our focus will be on sourcing seafood responsibly and using sustainable packaging materials. On both counts we are uncompromising. We are totally committed to environmentally friendly practices.”
He highlighted that Golden Fork’s high loyalty factor is courtesy of good wholesome food, exacting hygiene standards, and a reputation for sensible pricing. Golden Fork has been synonymous with a relaxed, leisurely ambiance that beckons customers from different parts of the world with great dishes served with ladles of love, a sprinkling of warmth, and a dash of nostalgia.
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