To become a leading multi-brand builder, operator, and franchisor of specialty retail brands worldwide.

Constantly innovate to operate and franchise specialty retail brands that are relevant to local consumers. Add value through a high-quality offering that stands out in the marketplace. Create brands that are holistic in their approach to providing a superior customer experience.

GFA is a member of the FM Synergia Group of Companies which is a diversified group of ventures founded by serial entrepreneur Fred Mouawad. FM Synergia exploits synergies amongst its management systems and team members to create value for its diverse range of business units, comprising such industries as franchising and brand development, food services, research and food product development, coffee roasting and wholesale production, IT, Web and software development, investment consulting, interior design and construction, jewelry design and manufacturing, publishing, and media. The Group of Companies is fully dedicated to quality, and as a result has built an Integrated Quality Management System that leverages technology and includes ISO 9001-2008 standards and Lean Six Sigma.

At the heart of the GFA operation lie ten golden guiding principles:

1. Unity - among the brands, management, corporate culture and social responsibility, enabling the company to exploit synergies, leverage resources and consolidate strengths.
2. Harmony - with our customers, employees, suppliers, communities and the environment.
3. Innovation – constantly, so as to remain relevant to our customers by anticipating, observing, collecting data, gaining insights and experimenting.
4. Quality - without compromise, ever.
5. Focus - on our customers, people, products and services.
6. Fairness - to all stakeholders.
7. Honesty - in all our dealings.
8. Dedication - to our mission, objectives and ourselves.
9. Accountability - taking responsibility for our actions and ensuring that the organization as a whole learns from experience.
10. Partnerships – as the basis of the way we work with all people while aligning the incentives accordingly.