From the Gulf to Europe: entering the EU market through franchise, licence, distribution or your own unit
For companies from Saudi Arabia, the Emirates and the wider region that have a working business at home and want a real presence in Europe, not a strategy on paper.
What is different in Europe
Three things decide the form of entry before anything else: regulation, the partner model and the pace of approvals.
Regulation decides the form. Who may deliver a service, which qualifications are required, what may be claimed in advertising, how personal data must be handled. In the EU these differ between countries and often rule out the form a company had in mind. We map this before the strategy, not after.
Master franchising is not the default. In Europe, the working form for regional expansion is area development: a partner develops a defined territory under commitments, without the right to sub-franchise. Master franchising is appropriate only where the partner has the capital, infrastructure and a proven ability to build a network.
Approvals take time and depend on documentation. Company formation, bank account, trade permits, hiring. We coordinate all of it; final approvals rest with banks and authorities, and the timeline is set by them.
The first twelve months, in practice
- Entry strategy and regulatory scan: first market, form of entry, what must be in place beforehand. Six to eight weeks.
- Company formation in Austria or another chosen country: legal form, registration, tax numbers, bank account, permits. Six to twelve weeks.
- Own unit: location, suppliers, hiring of the first employees including the manager, launch and first business. Or partner: shortlist from our network, selection, onboarding.
- Interim management where needed, until your own manager is appointed. Then a monthly retainer while the unit or partner becomes independent.
A typical case: a company from outside the EU with no presence in Europe; company formed, permits obtained, first employees hired and an operating unit within twelve months.
Why ORDO 3
The project lead holds a doctorate in franchising and international business and has been on both sides of the master agreement, as grantor and as holder. She speaks regularly at franchise events in Saudi Arabia and the Emirates and works with local associates in the Emirates and Pakistan who provide access, support and market knowledge. Responsibility for the project remains with ORDO 3.
Every engagement has a fixed price, a deadline and a scope defined in advance, and closes with written findings, a risk assessment and a proposed action plan. Presence in the Gulf and in Vienna for weeks at a time is part of how we work.
For governments and agencies
National Franchise Export Program: how a country prepares its companies for entry into the EU through franchising, licensing and distribution.
Assessment of a portfolio of companies and selection of those able to expand; a national or sector programme; training of officials and advisers; and direct support for the first companies from the programme. On general economic topics, domestic experts and large international firms are stronger. Franchising and licensing as the route into the EU is a narrow field where there is little competition, and where an academic credential in the discipline carries weight. Investor and institutional programmes
Frequently asked
Do we need a European partner, or can we open on our own?
Both work. The Expansion Readiness Review and the EU Entry Strategy assess which is right for your model and market. Many companies from the Gulf open their own first unit in Austria and add partners later.
How long until we can trade?
Typically six to twelve weeks to a registered company with a bank account and permits, depending on the sector, and up to twelve months to an operating unit. The timeline is set by authorities and banks; we coordinate and prepare, we do not shorten what they decide.
Do you work in Arabic?
Documents and meetings are in English or German; our local associate in the Emirates works in Arabic. This page is available in Arabic.
The first conversation is without obligation and takes 45 minutes.
Within five working days we prepare a proposal for a Focused Engagement or a programme, with scope, deliverables, deadline and a fixed price. The price is fixed, by work package, and is reduced only with a proportionate reduction in scope, a longer deadline or a larger contribution by the client.
Arrange a first conversation