About a month ago we had Elevation Burger’s seventh successful store opening in Kuwait at the kids’ destination; Discovery Mall, making our journey more exciting as we make organic food choices available to more people, including the little ones. The location was once questionable as we have looked at the mall many times before, once in 2011, and again in 2012. The opportunity didn’t looked attractive enough, or maybe we were not understanding the market well! But when I became a parent and started taking my daughters to Discovery Mall, I began realizing the need for Elevation Burger.
Every time I take Zaina and Dalya to Discovery Mall, they go to the playground and I hang around to watch them play, finish some work, or observe what’s happening in the mall.
I always see kids run to McDonalds to get their burger dose. I don’t blame them, that’s their only choice! And seeing kids consume processed and unnatural ingredients, made me feel personally responsible for not having other choices! Just imagine the negative impact of consuming junk food:
- Diabetes type 2
- Slows brain development
- Food digesting problems
- Fatigue and weakness
- Increase risk of heart diseases, cancers, and liver failure
- And the list go further longer, to read more click here.
I really could not shake the idea out of my head, the idea that Zaina and Dalya might end up doing the same. And one thing is for sure, I don’t want to see them running for junk food! Kids who are coming to Discovery Mall should have the choice of a healthy, freshly prepared, and nutritious meal. And their parents deserve to know where this meal is coming from.
By visiting Discovery Mall for over-a-year, the time allowed me to collect more data and prepare for gaining consensus on the feasibility of Discovery Mall as a new location for Elevation Burger. By December 2014, I started to entertain the idea with TABCO. Food partners and team. I received positive feedback and solid support. For example, my partner Khaled Albuaijan is father of two daughters, the same age as Zaina and Dalya, and he shared with me his similar thoughts whenever he visits Discovery. And internally, the business development team swiftly conducted further market research and operability tests, and towards the end of the month, the team had already developed the final recommendation to go ahead.
By February 2015, we had signed the lease and begun the fitout process. The store opening came with a challenge, as the location was very small compared to all our other locations. Ironically this was the coolest thing, since we got a chance to work closely with our architects to develop the most efficient and operable layout for the store. Today, the store has been operating for over a month with successful and above average results. And indeed the little ones and their families now have the choice of organic and healthier food when they visit Discovery Mall.
I find the experience of opening the seventh Elevation Burger in Kuwait filled with joy and indulgence, as a team in TABCo we are proud to progress in fulfilling our mission. As much as we like to expand our business, we enjoy making available healthier, smarter, and sustainable food choices to people. With every new store, we make easy, accessible, and affordable organic and tasty burgers available for more people. I look forward, with great excitement, to Elevation Burger’s up-coming presence in Qurtoba, and I know that burger lovers, the team, and many families are waiting for it to open!
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