Dubai’s thriving food and beverage industry is gaining recognition on the global stage, as several UAE-developed brands begin to expand internationally.
Fundamental Hospitality, Yolk Brands, and WOK BOYZ – three leading homegrown operators – have shared ambitious plans with Arabian Business to take their locally crafted concepts to new markets in London, Miami, Toronto, and across the Gulf region in 2024.
The expanding global footprint of these brands could instigate a wider trend in the UAE, transforming it from a destination that imported franchised chains to one that exports authentic homegrown creations worldwide. Industry experts see this as a significant step that could elevate the country’s status as a culinary hub.
Fundamental Hospitality’s luxury dining goes global
Dubai-based Fundamental Hospitality is at the forefront of this transition, scaling its flagship dining brand GAIA globally with new beach clubs and restaurants planned for prime locations internationally.
“GAIA was perceived as one of the best performing restaurants in Dubai…we decided we’re going to do the global expansion and always our flagship is GAIA,” CEO Evgeny Kuzin told Arabian Business.
“It is fair to say that GAIA is probably the most successful Dubai dining exports so far.”
The first international outpost recently opened in London to roaring success, while Marbella, Spain will see the Mediterranean brand’s European beach debut in Q3 this year. GAIA Miami Beach is now under construction for a September launch.
Kuzin attributes GAIA’s triumphs to crafting a scalable concept that resonates across diverse audiences in Dubai. “When you get it right here it’s quite easy to scale everywhere,” he said.
By the end of 2024, the group will launch four new brands which will bring its portfolio to 14 luxury dining destinations in total. The CEO also shared that Dubai can expect to see seven new venues opening this year and seven more planned to open internationally.
Fundamental Hospitality also owns some Dubai favourites like La Maison Ami, Cipriani, NYX and Shanghai Me. This year it is taking GAIA and NYX to Marbella and Miami and La Maison Ami to London, with several other launches planned including new Japanese and African-inspired outlets.
Building on GAIA’s achievements, the new expansions signal the group’s pivot to exporting Made in Dubai brands. “In London alone within a year you will have GAIA, Maison Ami, and Shanghai Me in the most prestigious venues,” said Kuzin.
“We are from Dubai, we are made in Dubai, and we are scaling to the world.”
With over $140 million invested in global expansion this year, Fundamental Hospitality is planning openings through 2029 – clear evidence the UAE can birth brands with international potential.
“if you succeed in the UAE market, because it is home to one of the most diverse and eclectic crowds from all around the world, it is quite easy to scale anywhere,” Kuzin shared.
Yolk Brands scale burger chain Pickl across GCC, to US
This sentiment is echoed by Yolk Brands, which has successfully brought multiple locally-crafted chains to the UAE market including globalising fast-casual burger brand Pickl.
The concept saw “exceptional success” in Dubai according to CEO Steve Flawith, due to consistent product quality and cultivating “a brand people would connect with.”
“Today we are pretty pumped to say Pickl is now in two countries and seven cities across the UAE and Bahrain. This year we have Qatar opening in early Q2, Egypt will be coming on line shortly after that, Kuwait and KSA are following suit at the end of the year,” Flawith told Arabian Business.
Over the next 10 years, Yolk Brands aims to open 1,000 stores globally across their portfolio of brands which includes Pickl, BonBird, Southpour, and 1762 Deli.
“This year will mark us as the biggest exporter of homegrown, self-created brands in the region,” he said.
According to Flawith, the operator’s success is due to a multi-faceted approach. “We work hard on creating concepts that are scalable, this rolls through to menu engineering, interior design and materials, full business modelling, staff training, supply chain, and consistency, and not just consistency in product but consistency on every touch point of the business. The rest is pure grit, hard work, and a relentless drive for perfection.”
The company’s CCO, Ashley Griffiths, shared more details about Yolk Brands’ global expansion plans. “We will continue to develop franchise relationships in the region, establishing Yolk Brands as the UAE’s strongest QSR export. Pickl across the GCC is underway… BonBird is soon to follow in Pickl’s footsteps with international expansion, with future plans to do the same with SouthPour too.”
The restaurant operator is now heading west, with early-stage conversations already underway with a number of potential UK and European franchise partners.
“Whilst we are open to conversations with experienced franchise operators globally, we feel a move west will help firmly put Yolk Brands on the global map prior to exploring other markets,” Griffiths added.
Though the immediate priority is the Gulf region, the UK remains top of mind as it would give their concepts “a shop window effect in terms of appeal to potential future partners.”
But expansion does not come without its challenges. “The investment required to get to the stage of launching with a franchisee is substantial,” she said. This, coupled with multiple levels of due diligence and selecting the right partner, are “only the beginning.”
“Many countries have different rules and regulations that must be abided by. Supply chain restrictions result in lots of time spent ensuring our product remains of high quality. Exchange rate fluctuations and import regulations can cause friction when equipment is needed to be purchased internationally.”
WOK BOYZ goes international
Similarly, WOK BOYZ will leverage its acclaimed Dubai success to enter new markets globally, having recently launched in Canada, Oman, and Ghana.
“Our strategic focus for the upcoming year revolves around consolidating our presence in the UAE and GCC markets,” CEO Gaurav Sabharwal shared with Arabian Business.
Existing WOK BOYZ restaurants, including the recent openings in Canada, Oman, and Ghana, are part of multi-store development agreements which will see the launch of more than 25 new venues within the next five years.
“While growth is relative to each brand, our individual journey in Dubai has been a transformative experience, offering us invaluable lessons that have been pivotal since our inception. Dubai’s rich cultural tapestry and diverse demographics have provided us with a solid foundation for understanding and catering to potential international markets,” he said.
“We’ve learned the importance of tailoring our offerings to diverse palates while maintaining the authenticity of our flavours.”
Sabharwal credits quality, efficiency, and cultural sensitivity for the brand’s achievements. Lessons from obstacles like COVID-19 taught adaptability now deployed abroad. “This period not only deepened our insights into the evolving food delivery landscape, but also gave us an understanding of servicing alternate international markets in a better manner.”
As Sabharwal now looks beyond the UAE’s borders, he plans to bring the brand’s “operational excellence” to other locales.
“We recognise that there is still so much more to accomplish on our expansion journey… with the current global attention on developments in the region, we are dedicated to leveraging this momentum to enhance our brand presence and provide exceptional experiences to our customers across the GCC and beyond.”
Other UAE food brands to follow suit
Having spent more than four decades in the UAE himself, Sabharwal said that he hopes to see more UAE brands evolving and setting trends in the industry globally. He sees this exporter trend boosting Dubai’s standing internationally.
“While the UAE has long attracted international brands, the rise of locally developed brands venturing abroad signifies a shift…highlighting the potential for homegrown brands to make a mark on the global stage.”
With Fundamental Hospitality, Yolk Brands and WOK BOYZ committed to substantial international growth this year, industry experts anticipate many local operators will follow their lead exporting UAE-based innovations worldwide.
“I really hope our story inspires others to follow us on this journey. For so long now the region has imported franchised brands from around the world. Part of our reason for doing this and driving it forward was to show the rest of the world that in this region, we too are able to create epic brands, with stronger product lines, cleaner ethics, and a successful business model that people truly love and embrace,” said Yolk Brands’ Flawith.
“Supporting local truly is the best case in so many ways, you really get to know the people behind the businesses you buy from: your kids go to the same schools, you live in the same communities, eat out at the same restaurants. There are so many options now of home-grown brands in the UAE that are outstripping the international players and going toe to toe on quality and offering up better experiences.”
Echoing his sentiment was the company’s CCO who believes that the UAE is home to so many “fantastic local brands” that should be looking to expand their global footprint. “We feel in years to come the UAE will be considered one of the most creative food and beverage scenes globally and this is early stages for UAE brands making their name internationally,” added Griffiths.
No longer content importing foreign franchises, Dubai’s dynamic food scene is cultivating recognisable exports that showcase the emirate’s ascent on the global stage as a culinary leader.
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