One of the intriguing comments I got from one of my regular readers was on my post about the recent opening of Carrefour in Amman. My dear reader asked “Since when has Jordan become a consuming country”.
Oh, dear reader, I just wish you were with me last night at 10:45 pm! I was driving home after a long day at the office without food. I remembered that Carrefour have prepared meals (Arabic: Tabeekh) and that it would be a good idea to pick something up for me to eat at home (my kids basically ate all the food earlier, I was told!).
So, like I said it was 10:45 PM.. On a Monday night.. The place was full. And guess what? It was not those “rich Western Ammani elites” who where busy ‘consuming’. This was NOT the Cozmo crowd. A wide spectrum of Ammani citizens was there. Take my word for it!.
And if you think these people where just taking a look. WRONG AGAIN. There where full trolleys being pushed through the vast array of cash registers. I had to wait for a few minutes in line to pay. At 11 PM!!
Since when Jordanians become consumers? HA
Since mothers started feeding their kids with ‘Nido’.
Since we started drinking ‘Bibsi’.
Since we started taking ‘Jibnet Abul Walad’ sandwiches to school.
Since kids in Zarqa started buying ‘bakeet chibs abu shilin’.
Since your grandma started cooking with ‘Samnet il Ghazal’
Since you started working on a computer with an ‘Intel Inside’.
The new thing is that now global retailers, not Abu Ali’s grocery is doing the selling. But we’ve already been through the ‘Subarmarket’ phase in the 80’s and the ‘Safeway’ phase in the 90’s. It’s only natural that our market has become attractive to ‘French Hypermarts’.
And, by the way, Carrefour in Jordan is not just a French ‘invasion’ but an Emerati one as well. Carrefour in the Middle East is a joint venture with the Majid Al Futtaim group. Welcome to Globalization meets Regionalization.
Ah yes: I bought ‘Mnazalet Beitinjan’ and ‘Ruzz’
Read these related posts on 360east:
- Retail watch: Carrefour’s sign goes up in Amman
- Carrefour opens today in Amman
- Amman’s snow hides the mess :)
- The crowd is the event: Amman’s youth celebrating new year on Abdoun circle
- Cozmo vs Safeway: the Jordan retail revolution
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