The restaurant landscape in the MENA region continues to evolve, with homegrown foodservice operators expanding their portfolios to cater to diverse customer tastes across the GCC and beyond. While some concepts are born in Dubai, the challenge lies in building brands that resonate beyond their core markets. Success in the multibrand space demands operational efficiency, scalability, and the ability to adapt to local preferences while maintaining a consistent brand identity.
Here’s how leading foodservice groups are strategically creating and scaling their multibrand portfolios in the region and beyond.
- Designing Concepts for Regional and Global Appeal
Multibrand portfolios thrive when their concepts are designed with scalability in mind. Brands that can resonate across different markets, from Dubai to Riyadh, often have a well-defined identity that appeals to varied dining preferences.
Pickl, a fast-casual burger concept by Yolk Brands, is a prime example of this approach. Pickl’s emphasis on high-quality, simple offerings makes it adaptable to a wide range of customer bases, helping it scale effectively across multiple markets. Its success in the UAE is a testament to how strategic concept design can lead to regional and international scalability.
Likewise, Milk Bun, a concept under Gastronomica, showcases a fresh take on fast-casual dining by blending local flavors with global trends. This combination has positioned it well for expansion into other GCC countries and possibly beyond .
- Operational Synergies and Scalability
Scaling multiple brands requires leveraging operational synergies to maintain consistency and manage costs across different markets. Centralized kitchens, shared logistics, and integrated back-end systems are essential for maximizing efficiency.
White Robata, another brand under Gastronomica, has used these strategies to ensure seamless operations while expanding across the Gulf. The brand’s ability to maintain consistency in product quality, while adapting its menu offerings to local preferences, has made it a standout in premium casual dining .
Bull & Roo has also embraced operational efficiency with its brands Common Grounds and Encounter, which focus on delivering community-driven, quality dining experiences. Shared resources across these brands allow the company to scale while maintaining a distinctive identity for each concept, helping them thrive in new markets.
- Strategic Franchising and Partnerships for Growth
Franchising continues to be a key method for scaling multibrand portfolios across the region. Brands that successfully franchise are those that can balance maintaining control over quality with allowing local operators the flexibility to adapt to regional preferences.
SALT, an iconic UAE-born brand, has used franchising to expand across the GCC. Its minimalist, trend-driven concept is adaptable to different environments, allowing it to scale without losing its core identity. By selecting the right franchise partners, SALT has been able to maintain brand integrity while benefiting from local market expertise.
Franchising is a powerful tool for rapid expansion, but its success depends on strong operational oversight and the selection of partners who understand both the brand’s DNA and the nuances of the target market.
- Expanding Beyond the GCC
While growing within the GCC is a key focus for many multibrand portfolios, expanding internationally is the next logical step for those seeking long-term growth. Brands that have succeeded in the MENA region often have the potential to thrive on the global stage.
Pickl is an example of a brand that is eyeing international markets, thanks to its adaptable format and broad appeal. Its fast-casual model is designed for urban environments, making it a good fit for cities beyond the Middle East. Similarly, White Robata, with its upscale dining approach, is well-positioned to enter new markets in Europe or Asia, where the demand for premium dining experiences is growing .
Successful international expansion requires a focus on maintaining brand consistency while adapting to local market conditions. By focusing on operational efficiency and strategic partnerships, multibrand operators can scale their portfolios effectively beyond the region.
Scaling a multibrand portfolio in the MENA region demands a combination of flexibility, operational excellence, and strategic growth initiatives. By creating concepts that are adaptable, leveraging shared resources, and exploring franchise partnerships, foodservice operators can build portfolios that not only thrive locally but are also set to expand regionally and globally.
For those looking to take the next step in growing their brands or exploring franchising opportunities, Turntable offers expertise and tailored solutions to help navigate these challenges effectively.