São Paulo – Safihas, snacks that are typical of Brazilian cuisine, should be included in the menu during Easter celebrations in Brazil. At least that is what is expected by food chain Mister Sheik. The brand of fast-food restaurants plans to double sales of chocolate safihas during Easter. According to figures disclosed by a spokesperson for Mister Sheik, chocolate safihas already answer to 10% of Mister Sheik revenues, which total 36 million reals (US$ 16 million) a year.
There is already significant growth of orders at our shops and the network plans to start a second work shift in the kitchens to supply demand. The restaurants director at Mister Sheik, Renata Nogueira, said that the target of producing 30,000 chocolate safihas a month, established when the product was released, has already been reached, and the chain currently produces 50,000 units.
Chocolate safihas are accessible, as they cost 1.50 reals (US$ 0.70) at the Mister Sheik restaurants. The chain also offers other attractions for Easter, like the offer of a Mini Colomba Pascal on the purchase of a Mister Sheik Promotion, which includes a Beirute sandwich, fries and a 300 ml soft drink. The Mister Sheik products are made at a central kitchen, pre-processed, and from there are finished at the franchises.
Mister Sheik has 36 shops and operates under the franchise system. The points of sale are spread throughout São Paulo, Paraná and Maranhão. The organisation’s plan is to grow 10% this year. Last year, there was growth of revenues of 1 million real (US$ 454,000) in company revenues, as in 2007 the chain had revenues of 35 million reals (US$ 16 million).
Despite being a network of Arab fast food restaurants, Mister Sheik does not belong to Arabs or people of Arab descent. The family of owners is of Portuguese origin and started the company in the 1950s. The franchise system started being implemented in 1991. The network traded several kinds of foods of Arab origin, which include from safihas, kibbehs, homus, curds, tabule, cabbage roles, Moroccan rice and kafta.
*Translated by Mark Ament
