Mangoes, bakeries and other local brand expansions got ink from the international press, with the Financial Times putting out a piece on how small businesses are driving the Kingdom’s diversification push as they pursue national expansion.

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New expansion strategy? Unlike the traditional model of starting in Riyadh or Jeddah, brands like Dopeamine Bakery in Al Ahsa and Mango Jazan are expanding from smaller towns to bigger cities nationwide. This strategy helps keep costs down and refine operations before competing with established players in major cities.

Thank regulatory reforms: Today’s rules “protect everyone and give you confidence to expand,” Dopeamine’s co-founder Ayman Al Wayel told the FT. Commerce Minister Majid Al Qasabi noted in July that 90% of permits are now issued instantly, with business registrations rising from 1.3 mn to 1.7 mn over the past two years.

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