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World SportEntertainmentTechTraveliReport/* STORY PAGE SPECIFIC CSS */.cnn_stryspccvrgehdr { background:#fff url('http://i.cdn.turner.com/cnn/.e/img/3.0/mosaic/bg_speccov_hdr.gif') 0px 0px repeat-x; }.cnn_stryspcvh1 { position:relative; height:74px;background:transparent url('http://i.cdn.turner.com/cnn/.element/ssi/story/3.0/banner/intl.marketplace.africa.inc/marketplace.africa.jpg') 50% 0px no-repeat;overflow:hidden; }.cnn_stryspcvh2 { font:bold 10px/12px arial;color:#666;padding:0 0 2px 0; }.cnn_stryspcvh3 { font-family:arial, helvetica, sans-serif; font-weight:bold; font-size:18px; line-height:21px; }.cnn_stryspcvh4 { position:absolute; z-index:1000; float:left;margin:30px 0 0 10px;display:inline; }.cnn_stryspcvh5 { float:right;margin:30px 10px 0 0;display:inline;text-align:right; }.cnn_stryspcvh20 { padding:0 0 2px 0; }.cnn_stryspccvrgebot { height:3px; background:#e6e6e6; }.cnn_stryspccvh6 { width:100%; height:74px; text-align:center; left:0; }.cnn_stryspccvh6 a { display:block; margin:0 auto; width:451px; height:74px; }Part of complete coverage onMarketplace AfricaSHARE THISPrintEmailMore sharingRedditStumbleUponDelicious/* push in config for this share instance */cnn_shareconfig.push({"id" : "cnn_sharebar1","url" : "http://www.cnn.com/2014/12/10/business/south-africa-uae-restaurant-industry/index.html","title" : "Biltong, steak & braai: South Africans cook up a recipe for tasty profits in UAE"});Biltong, steak & braai: South Africans cook up a recipe for tasty profits in UAEBy Jon Jensen and Alex Court, CNNDecember 10, 2014 -- Updated 1102 GMT (1902 HKT)window.CNN = window.CNN || {};(function setupContentMeta(ns) {ns.ContentMetadata = ns.ContentMetadata || {};ns.ContentMetadata.pageTopGallery = {};}(CNN));if (typeof cnnArticleGallery=="undefined"){var cnnArticleGallery={};if(typeof cnnArticleGallery.currentImageList=="undefined"){cnnArticleGallery.currentImageList=[];}}var expGalleryPT00=new ArticleExpandableGallery();expGalleryPT00.setImageCount(9);expGalleryPT00.setAdsRefreshCount(3);//cnn_adbptrackpgalimg("Cooking up a storm", 1);.cnn_html_slideshow_metadata > .cnn_html_media_utility::before{color:red;content:'>>';font-size:9px;line-height:12px;padding-right:1px}.cnnstrylccimg640{margin:0 27px 14px 0}.captionText{filter:alpha(opacity=100);opacity:1}.cnn_html_slideshow_media_caption a,.cnn_html_slideshow_media_caption a:visited,.cnn_html_slideshow_media_caption a:link,.captionText a,.captionText a:visited,.captiontext a:link{color:#004276;outline:medium none}.cnnVerticalGalleryPhoto{margin:0 auto;padding-right:68px;width:270px}
South Africans are exporting their steak culture to the United Arab Emirates and seeing signs of success in the Gulf country which has a growing population of young customers. cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":true,"x":0,"y":0,"pos":1,"title":"Cooking up a storm"}
Abu Dhabi's Yas Mall, which opened in November, has 60 food and drink outlets including South African burger chain Steers. The shopping center is directly linked to the Ferrari World theme park.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":2,"title":"Shopping mall culture"}
The planned Abu Dhabi Midfield Terminal -- slated for completion in 2017 -- will be able to accommodate 40 million passengers each year. The terminal complex cost $6.8 billion to build.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":3,"title":"International arrivals"}
Over 65% of South Africa's land is suitable for livestock farming, according to WWF, making it the country's largest agricultural sector. Some 1700 tonnes of beef was exported from South Africa in October, of which 630 tonnes went to the Middle East region.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":4,"title":"South African grazing"}
The South African version of the barbecue -- the "braai" -- is a strong tradition in the country. This picture shows workers on the braai line in the kitchen at Mzoli's in Cape Town.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":5,"title":"Bringing the heat"}
Oil drums cut in half lengthwise are frequently used as braais both at South African homes and at small restaurants, such as this one in Gugulethu in Cape Town. cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":6,"title":"Familiar tastes"}
Flame grilled meat is a popular dish at the Abu Dhabi restaurant "The Meat Company" owned by South African Johnny Tomazos.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":7,"title":"Cooking up a storm"}
As well as restaurants in Kuwait, Bahrain and Abu Dhabi, the Meat Company has an outlet in Souk Madinat in Dubai.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":8,"title":"International expansion "}
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Ashish Thakkar, the Ugandan founder of the Pan-African conglomerate Mara Group, has also built his business empire in Dubai. His group operates in 18 African countries in various sectors -- from financial services and real estate to communication, manufacturing and agriculture.cnnArticleGallery.currentImageList[cnnArticleGallery.currentImageList.length]={"currentPicture":false,"x":0,"y":0,"pos":9,"title":" Attractive base"}HIDE CAPTIONCooking up a stormShopping mall cultureInternational arrivalsSouth African grazingBringing the heatFamiliar tastesCooking up a stormInternational expansion Attractive base<<<
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9>>>Event.observe(window,'load',function(){if(typeof(cnn_adbptrackpgalimg) == 'function' && typeof(cnnArticleGallery) != 'undefined'){cnn_adbptrackpgalimg(cnnArticleGallery.currentImageList[0].image,"Biltong, steak & braai: South Africans cook up a recipe for tasty profits in UAE");}});STORY HIGHLIGHTSSouth African food businesses are seeing new growth in United Arab Emirates Bilateral trade between S.A. and UAE tops $3 billion a yearThe South African expat community in UAE is estimated at 100,000 peopleAfrica as a whole accounted for 5% of global meat production in 2012CNN Marketplace Africa covers the macro trends impacting the region and also focuses on the continent's key industries and corporations.(CNN) -- Demand for South African food is booming in an unlikely place: the United Arab Emirates.
Sizzling in the kitchen at the Abu Dhabi-based restaurant "The Meat Company," there's only one specialty -- and the key is in the name.T-bones or Rib-Eye, flame grilled or triple-basted, this is not a venue for vegetarians. But the meaty menu is proving popular; in the past year 350,000 customers dined at the restaurant.
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Coca-Cola boasts long history in Africa"It's a very exciting region to be in and to showcase your brands," says South African owner Johnny Tomazos. "There's a lot of developments going on, there's a lot of growth for companies such as ours to grow in the food sector in the Middle East," he continues. "Tourism is growing, more people are coming to live in the region; all that combined with the economic driver allows for a great market for us."Meaty business
Ten years after his family founded the enterprise, Tomazos today owns 15 restaurants -- mostly in the Gulf. In fact, the company has moved its headquarters from South Africa to Dubai, and has built a presence not only in the UAE but also Bahrain and Kuwait.
Yet, Tomazos is not the only South African cashing in on tax-free income and a growing population of young customers increasingly hungry for Western-style fast food.
Popular South African burger chain Steers is also setting up shop in the region, offering burgers on the manmade Yas Island -- a popular location for tourists and thrill-seekers. General manager Mark Oliver is confident the company's first venture in the Middle East will take off with the big local South African community.
"[There are] over 100,000 South Africans living in the UAE, over 100,000 brand ambassadors living in the UAE," he says." "It's a natural fit to bring a brand ... such as Steers to the Middle East."
Gulf of opportunity
In fact, there are roughly 200 South African companies operating in the UAE -- a country where expatriates account for over 80% of the work force.
Bilateral trade between South Africa and the UAE tops $3 billion a year according to the South African embassy in Abu Dhabi. In 2012 South African gross domestic product grew at 2% whereas growth rates in the UAE were double that, according to the World Bank. And the UAE ranks 22nd out of 189 countries for the overall "Ease of Doing Business." South Africa is 43rd on that list.
when people come here, they say 'where's the South African meats?'
Dave Jackson, South African butcher in UAEIt's data like this that has other industries, from diamond jewelers to builders, looking to the Gulf to grow their profits.
"Our relationship with the UAE is growing," says Mpetjane Kgaogelo Lekgoro, the South African ambassador to the country. "With trade growth of an average of 22% year to year from 2009, and actually, in 2013 to 2014, we recorded an increase of 37%."
And it's not just South African businesses operating from the region. Ugandan entrepreneur Ashish Thakkar has built his Mara Group empire in Dubai. From the Gulf HQ, his business operates in 18 African countries in various industries -- from financial services and real estate to communication, manufacturing and agriculture.
Risks to success
Whilst the Gulf promises exciting business returns, South Africans bringing a business abroad also have to contend with challenges -- especially when there's meat involved.
Following an outbreak of foot and mouth disease (FMD) in South Africa in 2011, international authorities banned red meat exports.
Experts have said the global annual cost of FMD could be as high as $21 billion, and one South African businessman who felt the effects was Dave Jackson -- in 2009, the businessman bought an Abu Dhabi-based butchery to sell dried meat called Biltong to the South African expat community.
Following the export ban, Jackson had to find a new source of meat, and his customers were not happy. While South Africa only produced around 2.7 million tonnes of meat in 2012 -- and Africa as a whole only accounted for 5% of global meat production -- expats told Jackson they wanted that taste from home.
"Suppliers [from] around the world -- Australia, New Zealand, America, Brazil -- [provide] quality products," Jackson says. "But still, when people come here, they say 'where's the South African meats?'"
But this lack of supply could be set to change soon, following a ruling in February that South Africa was FMD-free, paving the way for exports to the UAE to start again.
Innovation is key
While South African meats could boost customer satisfaction in restaurants and food businesses, Tomazos says the key to success in the UAE is adapting.
"In this competitive environment, if you're constantly not innovating and not looking at the customer needs, then you don't stand yourself in good stride," he says.
For Tomazos, any future expansion of his trademark steaks won't be at home, but here in the Gulf.
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