Owing to the increased competitiveness of global business, international brands are being forced to become more creative with the market entry strategies they employ. As a result, franchising has grown in prominence over the last couple of years. Mexico is among the markets in which this strategy is being heavily employed. Given the fact that consumer needs and preferences in Mexico are quite particular to that country, franchising has allowed international brands to rely on local players to tailor their products to what consumers want. The increased prominence of franchising has worked in favor of many, but for none more than Omar Yunes. Mr. Yunes currently runs 13 franchise units for Sushi Itto in Mexico.
Omar Yunes has significantly grown the influence of Sushi Itto’s influence in the highly competitive Mexican food industry. When he launched the first franchise unit in the country at only the age of 21, the Japanese brand was largely unknown in the country. Today, the brand has near-market dominance in three large Mexican cities, Puebla, Mexico City and Veracruz. His franchise units provide means of livelihood for about 400 employees in the three cities.
Given the success he has experienced with the 13 franchise units, Mr. Yunes has received a number of awards and honors. The most recent of these awards was being named the best franchisee in the world at the Best Franchisee of the World Competition held in Florence, Italy in late 2016. He was granted the awarded owing to his exemplary character leadership skills, teamwork, and reliance on innovation. By beating competition from all over the world to collect the award, Mr. Yunes greatly increased his visibility as a franchisee as well as that of Sushi Itto. Proof of Mr. Yunes’s consistency in adding value to the franchise brand is seen in the fact that he was also the winner of the best franchisee in Mexico in 2015.
Moving forward, there is no doubt that Mr. Yunes’s insatiable entrepreneurial drive will only push him to continue growing as a franchisee. It is also encouraging that despite his considerable success he still remains humble and grounded.