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Escape from the Boardroom: Semsom

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28/09/2013 GMT

Semsom

Escape from the Boardroom

BBC World News - Escape from the Boardroom, Semsom

CEO Christine Sfeir spends time on the front line of her Lebanese restaurant chain Semsom.

How well do today's CEOs know their own businesses? Christine Sfeir spends time on the front line of her Lebanese restaurant chain Semsom.

Thirty-nine year old CEO Christine Sfeir is the head of three restaurant brands in the Lebanese city of Beirut. But running her Semsom chain, the vegetarian Green Falafel and the US franchise Dunkin Donuts in the politically unstable Lebanon can make for an unpredictable business environment. 
Christine hopes to expand her brands into the United States but in a location where military presence on the streets can translate into empty tables in her restaurants, making future plans can prove very difficult.
Christine's been challenged by her staff to escape the boardroom and spend time on the front line of her Semsom restaurant chain. Will she find out that her food and customer service are ready to transfer across to the United States? Or will she discover that business practices in the Middle East are just too different for customers in the West?

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