Monday 27 June 2022

GLOBAL NEWS – MENAFEX LLC announces executive move

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DALLAS – MENAFEX LLC, a multinational developer and operator of varied franchise brands, including Italian coffee roaster Caffè del Doge, is pleased to announce that Victor “Vic” Smith has joined the company in the role of Executive Vice President of Global Operations and Development.

Vic Smith is an industry veteran with more than thirty years distinguished experience leading company and franchise restaurant operations in both the U.S. and international territories.

With a decade at Chili’s, Brinker International’s flagship brand, he served as head of a multi-national franchise team that developed markets and provided business oversight to domestic and international territories in North and South America.

In 2005, Vic founded a company to franchise Fish City Grill full-service restaurants. As President and General Partner, he led his team to open and operate multiple locations in Austin and San Antonio, Texas.

Prior to joining MENAFEX, Vic served as Head of Franchise Operations at Red Mark Development, the master licensee for Which Wich Superior Sandwiches, with over 80 locations in Texas.

“MENAFEX is very pleased to have Vic join our team”, said Stephen Getty, CEO and President.

“We have been on a search for almost a year to find the right person to lead our operations and development team. Our business model depends on superior in-market support for our franchisees internationally.

Critical to this mission is having leadership and team members that have been on both sides of the franchise relationship with a deep understanding of all facets of international restaurant operations.

Vic’s history of success both internationally and domestically, along with endorsements from prior franchisees he supported, made him an ideal fit for the MENAFEX global team. ”

Operating from Frisco, Texas, MENAFEX started as an international developer for Dallas based MOOYAH in 5 countries.

In addition to MOOYAH, MENAFEX has grown its current portfolio to include Marble Slab Creamery, Great American Cookie Company, Freshens, and Caffé del Doge, with operations and development activities in over 30 countries, including core operations in the Middle East and North Africa.


MENAFEX was founded on the concept of providing complete services in development strategy, brand adaptation and implementation, along with operations support for food service brands internationally.

A core component of MENAFEX’s business strategy and success is having dedicated, brand-focused personnel in development region.

MENAFEX is the Master Franchisee or Developer of Italian Coffee brand Caffé del Doge, Freshens, Great American Cookie Company, Marble Slab Creamery, and MOOYAH.

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