Pickl outlet at JBR, Dubai
Pickl, a renowned burger chain hailing from the UAE, is embarking on an ambitious journey of global growth with plans to establish 200 new outlets on an international scale. The home-grown brand is also eyeing an entry into the Saudi Arabian market within the next 12 months, while charting a course to open 50 additional locations across the GCC over the course of the next five years.
In an exciting recent development, Pickl unveiled its intention to debut its first Qatari location in the fourth quarter of 2023. This strategic move is the result of a collaboration with Golondrina Hospitality. Furthermore, Pickl has two more outlets in the pipeline, with plans to launch them over the next three years. The brand’s expansion vision extends to Saudi Arabia, with a targeted entry into this market within the upcoming year. The focus is set on key cities that align with the company’s ambitions for GCC growth.
Ash Griffiths, Chief Commercial Officer of Pickl
Ash Griffiths, Chief Commercial Officer of Pickl, expressed great enthusiasm for the brand’s forthcoming expansion. Griffiths stated, “We’re thrilled to introduce the Pickl brand to Saudi Arabia in the coming year, and Riyadh will have the privilege of hosting the first outlet for Saudi customers to savor our award-winning burgers and chicken sandwiches. The potential for growth in the Kingdom is substantial, and we’re also setting our sights on Jeddah and the eastern provinces.”
Founded by CEO Steve Flawith in 2019, Pickl has rapidly expanded its presence to include 15 outlets throughout the UAE. Notably, the brand’s female-led branch opened its doors in Dubai’s Jumeirah Beach Residence (JBR) residential community in July. In the preceding year, Pickl took its first steps onto the international stage with the launch of its Bahrain location. The brand later became part of the Yolk Brands portfolio earlier this year.
Steve Flawith : Founder and CEO of Pickl
Pickl’s growth strategy has been markedly accelerated through strategic franchise partnerships. Griffiths emphasized that these partnerships are a critical element in the brand’s journey towards its goal of reaching 200 Pickl locations by 2027. He emphasized, “Franchise partners must share our vision and ambition in propelling Pickl to attain global brand recognition with consistent international standards, regardless of the location. A solid history of managing franchises plays a pivotal role in forming these partnerships, alongside the capacity to realize mutually agreed-upon store rollouts within specified timeframes.”
In the backdrop of these expansion initiatives, data presented at the Arab Franchise Expo in Dubai last year underscored the robust growth of franchising as a non-oil sector in the Middle East. With a market value exceeding $30 billion and a steady annual growth rate of 27%, franchising has positioned itself as a dynamic force in the region, with Saudi Arabia emerging as a prominent leader.
Source: Zawya
