Mliha
Mliha is a Tunisian network of local food distribution, founded in 1988 in Mahdia. 170 points of sale (20 owned, 150 franchised). Fresh products, poultry, and Tunisian terroir. The most widespread food franchise in the country.
Total investment
59 051 EUR
Minimum personal contribution
44 288 EUR
Target countries
Locations
170
The concept
Founded in 1988, Mliha is a Tunisian brand specializing in the distribution of quality food products. Particularly appreciated by Tunisian families for the quality, safety, and freshness of its products, Mliha joined the Rose Blanche Group in 2014, benefiting since then from its dynamic innovation and development.
Network specifics
- 1st Tunisian network of local food distribution: 170 units (20 owned, 150 franchised)
- Complete range: poultry, fresh products, Tunisian terroir (olive oil, harissa, spices), grocery
- Mliha supply center: quality controlled, competitive prices for the entire network
- 15-day training included in the franchise package
- Presence in almost all Tunisian governorates
- Standardized visual identity and signage provided
- 5-year contract with territorial exclusivity
The concept in pictures
Photos
Videos
Mliha – Videos 1
Mliha – Videos 2
Mliha – Videos 3
Mliha – Videos 4
The story of Mliha
Founder's Vision
The founders of Mliha grew up in Mahdia, a city of fishermen and farmers, where the quality of natural products is a way of life.Their vision:to create a distribution network that directly connects Tunisian producers - breeders, farmers, agri-food artisans - to consumers, without unnecessary intermediaries.
A network that values Tunisian terroir, ensures product traceability, and offers every family easy and daily access to fresh, local, and trustworthy food. 35 years later, 170 points of sale and a presence in almost all governorates testify to the strength of this model.
Concept Values
• **Quality**:products selected at the source, controlled at every stage of the chain
• **Proximity**:points of sale in the heart of neighborhoods, accessible to all families
• **Authenticity**:Tunisian terroir highlighted and showcased in every aisle
• **Traceability**:a transparent supply chain, from the source to the final consumer
• **Trust**:35 years of presence and the loyalty of generations of Tunisian families
Reason for franchise development
Mliha made franchising the engine of its national development as early as the 2000s. The network of 150 active franchisees now covers the entire Tunisian territory. The franchise remains accessible, and the model is among the most established in the country.
The Mliha franchise:
• Centralized supply from the Mliha center (quality controlled + competitive prices)
• 15-day training: management of a local food point of sale
• Territorial exclusivity by geographical area
• Standardized brand and visual identity provided
Where Mliha is looking to open
Select a country to see the regions open for development.
24 regions recorded for Tunisia.
Financial and contractual terms
Entry Fee
0 EUR
Minimum personal contribution
44 288 EUR
Royalties
0% of revenue
Advertising Fee
1% of revenue
Total Investment
59 051 EUR
*Excluding commercial space
Contract Duration
5 years
Average Surface
40 m2
Training
15 days
Figures are indicative and may vary depending on location and size of premises.
The profile Mliha is looking for
How demanding the brand is on each family of criteria, and what it expects in detail.
Financial capacity
83 %High4 of 4 criteria selected · 18% of the total weight
- Minimum personal contribution requiredHigh
- Needs external financing accessHigh
- Needs financial resilienceMedium
- Needs safety cash bufferMedium
Commercial skills
83 %High4 of 4 criteria selected · 18% of the total weight
- Brand promotion skills requiredHigh
- Conversion and loyalty skills requiredHigh
- Frequent customer interaction requiredMedium
- Local sales actions requiredMedium
Local roots
83 %High4 of 4 criteria selected · 18% of the total weight
- Geographic proximity is keyHigh
- Local opportunity understanding requiredHigh
- Local market knowledge requiredMedium
- Local partner network building requiredMedium
Availability and involvement
75 %Medium4 of 4 criteria selected · 16% of the total weight
- Network actions participation requiredHigh
- Daily involvement requiredMedium
- Frequent field presence requiredMedium
- Full-time availability requiredMedium
Management and autonomy
75 %Medium4 of 4 criteria selected · 16% of the total weight
- High autonomy requiredHigh
- Daily operational decisions requiredMedium
- Daily team management requiredMedium
- KPI monitoring requiredMedium
Industry experience
67 %Medium4 of 4 criteria selected · 14% of the total weight
- Prior industry experience requiredMedium
- Similar experience improves performanceMedium
- Specific know-how requiredMedium
- Technical or regulated operations requiredMedium
How to become a Mliha franchisee
The same path for every brand in the network.
Contact request on the platform wefranchiz.com
Visit to a unit of the network and meeting with management
Application file
profile, geographical area, premises, financial capacity
Feasibility study and site approval
Signing of the franchise contract (5 years)
Initial training
15 days - stock management, supply, customer service, food hygiene
Opening
initial stock provided by the center, installation of signage
Continuous support
restocking, quality visits, new references
Frequently asked questions about franchising
The points that most often stop a candidate, answered plainly.
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