Manchester United restaurants to hit Asia - Company News - FJ Benjamin Holdings - Brief Article

Eurofood, May 23, 2002

FJ Benjamin Holdings, a distributor of fashion products, is teaming up with businessman Peter Lim to develop a chain of Manchester United branded football restaurants in Asia.

Manchester United, the most successful English football club in recent times, both on and off the field, has awarded the exclusive rights to own, operate and franchise the restaurants to Manchester United Food and Beverage Products (MUFB). MUFB is a 50:50 joint venture between FJ Benjamin and Rowsley Company, a firm controlled by Lim.

The branded restaurants are set to open up in China, Singapore, Malaysia, Hong Kong, Thailand, Taiwan, South Korea, the Philippines, Indonesia, Japan, India and Brunei, aiming to cash in on the lucrative interest many Asian nations hold in the English game.

The massive Chinese market will be a key target for the new restaurants. Lim told The Straights Times, "China has a huge population and increasing affluence and consumer spending and we think this recipe will go down very well there."

The first eateries will be opened in Singapore and Beijing by the end of the year, but eventual plans could see up to as many as 100 restaurants opened over the next ten years. The exclusive rights could also be extended for another ten years.

The football club, Manchester United has an option to acquire up to 8% of MUFB.