IN the 3 years since Dukan was launched, it has transformed from what many perceived to be a low-cost premium brand discount chain to becoming a competitive force in Saudi retail. One of Dukan's biggest claims is that it is luring more and more middle-class shoppers with low cost but excellent quality chocolates, biscuits, tuna and cut-price chicken. Dukan's growth has also benefited from the growing trend which has made the typical consumer a proud bargain-hunter. "There has been a change in the psyche, whether that's discount airlines, retailers or grocers, shoppers have realized that there is a smarter way of shopping. The old phrase of ‘You get what you pay for» is no longer relevant, and saving money has become something to be proud of." Despite introducing new products, Dukan undercuts its rivals because of its "commitment to simplicity". Unlike the bigger supermarkets, which stock up to 50,000 products in larger stores, Dukan has just 500 grocery lines. The Dukan lean business model means that it can deliver lower prices on whatever products it sells. Dukan pledges its reliability of its own-label branding and won›t be beaten on price. Queues at tills and overflowing car parks are one of customers' biggest bugbears with large supermarkets, but these are not problems at Dukan where a customer has a relaxed shopping experience in a neat and organized environment. Dukan now has 150 stores in Jeddah and Makkah and plans to open another 50 this year. Walking round a Dukan store one could blink and mistake its premium Alpia Chocolates for another leading brand, thanks to its packaging and quality. "The outstanding difference is our investment to secure quality products from excellent production sources in Europe, at very good prices that are cheaper than other well-known brands in the region."
