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9 July, 2015 - 10:33 By Kate Sweeney

Ashton KCJ advises Middle East bakery on UAE expansion

Damian Humphrey of Ashton KCJ

East of England law firm Ashton KCJ has helped Lebanon-based Wooden Bakery with the grant to United Arab Emirates food producer, the Khaled Ahmed Foudeh Group, of franchise rights in the UAE.

The Wooden Bakery was established in 1969 and is now one of the leading bakeries in the Middle East. It launched its first franchised operation in 2002 and now has 24 franchised and seven company-owned outlets in Lebanon as well as franchises operating in Saudi Arabia. The Ashton KCJ team was led by Damian Humphrey (pictured) who heads up the franchising team.

Humphrey said: “It was a real pleasure advising the Wooden Bakery and great to play a part in assisting them to move the business into what will be a really successful new phase.”

Gilbert Hobeika, general manager at Wooden Bakery added: “Ashton KCJ provided great support in developing a consistent contract that helped achieve our target whilst securing Wooden Bakery’s interest. Damian has been so flexible and supportive in closing an excellent deal.” 

Franchise Development Services (FDS), which has its HQ in Norwich and offices in the UK and Beirut, provided consultancy advice and guidance. FDS managing director Roy Seaman said: “Congratulations are due to the board of directors that recognised the significance of Wooden Bakery’s franchise development potential.

“We have thoroughly enjoyed helping them to create one of the world’s most attractive and profitable indigenous franchise brands to emerge out of the Middle East. They are destined to become an international premier brand.”

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