Research Proposal
#### Background of Zaatar W Zeit
**Existing International Fast-Food Company:**
Zaatar W Zeit, a flagship in the Lebanese fast-food industry, established in 1999, has grown
into an international brand known for its unique blend of traditional Lebanese flavors and
modern culinary approaches. Its expansion into markets like the UAE reflects a strategic
adaptation to diverse culinary cultures and consumer preferences. The brand's growth
parallels the UAE foodservice market's projected expansion to $43.98 billion by 2029
(Mordor Intelligence, 2023), a testament to the region's thriving food industry and evolving
consumer dynamics.
**Rationale for Launching a New Premium Brand:**
The decision to launch a premium burger brand emerges from a careful analysis of the
changing food industry landscape in the UAE. This market is increasingly gravitating
towards luxury dining experiences, showcasing a growing appetite for gourmet and highquality offerings. McKinsey & Company's research underscores a shift in consumer behavior
towards more health-conscious, convenience-driven products, indicating a fertile market
for premium, quality-focused fast-food options.
**Analysis of the Current Market in the UAE:**
The UAE's fast-food industry is a dynamic and diverse sector, reflecting the cosmopolitan
nature of its population. High disposable incomes and a wide array of dining preferences,
ranging from traditional Middle Eastern cuisine to global culinary trends, characterize the
market. The fast-food sector, particularly, is not just about convenience but increasingly
about providing an upscale, quality dining experience. This shift is evident in the sector's
substantial growth, signaling an ongoing trend towards more sophisticated and healthconscious fast-food options. The introduction of a premium burger brand by Zaatar W Zeit
aims to capitalize on this trend, offering gourmet burgers that combine convenience with
high-quality, locally sourced ingredients.
**Use of Secondary Research**
Secondary research paints a detailed picture of the current market trends and consumer
preferences in the UAE:
- A significant consumer shift towards luxurious dining experiences, indicating a market
ready for higher-quality fast-food options that go beyond the traditional.
- An increasing focus on health and wellness in food choices, with consumers showing a
preference for natural, wholesome ingredients, aligning with global health trends.
- The growing importance of convenience and efficiency in dining choices, driven by the rise
of e-commerce and digital platforms, suggesting that consumers value quick access to
quality food.
These trends point to a market segment that not only appreciates the convenience of fast
food but also demands a higher standard in terms of quality and healthiness. This evolving
landscape presents a unique opportunity for Zaatar W Zeit to introduce a premium burger
brand that resonates with the current market needs and future trends.
References:
Mordor Intelligence. (2023). United Arab Emirates Foodservice Market Size & Share
Analysis - Industry Research Report - Growth Trends. Retrieved from
https://www.mordorintelligence.com
McKinsey & Company. (n.d.). Competing in the Middle East’s consumer sector. Retrieved
from https://www.mckinsey.com