UAE-based fast-food Pickl to open in Egypt

Doaa A.Moneim , Thursday 27 Jan 2022

Pickl, a fast-food brand based in Dubai, is planning to set up business to Egypt as part of its global expansion strategy.

Ashley Griffiths
Pickl s chief licensing officer Ashley Griffiths

Pickl was founded in Dubai in 2019 by burger aficionado Steve Flawith and now it’s one of the UAE’s most popular burger joints.


It operates eight restaurants across the UAE – six in Dubai and two in Abu Dhabi – and is set to expand globally.


Speaking to Ahram Online, Pickl’s chief licensing officer Ashley Griffiths said that Pickl views Egypt as a key part of its long-term strategy.


He added that recent economic investment to help drive future growth for Egypt and secure a brighter future for a country with a vast population makes it an appealing prospect for outside investors.


In addition, the food and beverages (F&B) scene is seeing significant growth, bouncing back from a difficult pandemic, with more international brands entering Egypt, said Griffiths.


“Other well-known burger brands have succeeded over the years in Egypt, so we feel there is both an economic excitement in the region as well as demand for the products we have on our menu,” he added. 


Pickl considers openning its first outlet in Egypt during the fourth quarter of 2022 (April-June).


Griffiths said that Pickl is currently in discussions with potential franchisees who will operate it throughout the country.


“Whilst we would like to open at the earliest possible opportunity, selecting the right franchisee is crucial to the future of Pickl in Egypt,” he noted.


On the potential the Egyptian market has to start a business, Griffiths told Ahram Online that the factors that have helped make Pickl a success in the UAE are also evident in Egypt, including the youthful population that enjoys dining out and is on the lookout for high quality food at affordable prices.


“That’s why we believe Pickl will be perfectly suited to the Egyptian market and will prove to be a hit across all demographics,” he explained.


Griffiths revealed that it is expected to roll out a minimum of 10 sites over five years in Egypt, adding that significant investments will be made in the infrastructure along with job creation as the sites open.


“Local crews will be engaged to build the outlets and staff members hired from the local population to ensure Pickl has an Egyptian influence while retaining our signature Dubai-born qualities,” he clarified.


Regionally, Pickl will be launching across Gulf Cooperation Council countries, including Qatar, Oman, Bahrain, Kuwait, and Saudi Arabia over the next 18 months.


“We have some fantastic franchisees who are excited to help take the Pickl brand across the region,” Griffiths added.


Spending on Egypt’s food and non-alcoholic drinks is expected to remain strong in 2022, according to Egypt Food and Drink Report released by Fitch Solutions.


A rising middle class and population growth are expected to drive a strong growth in food and drink spending over the medium term and provide food manufacturers and retailers with significant opportunities, especially for more premium products, according to the report.


Within the food segment, the report highlights robust growth opportunities in the meat and poultry segment.


Regarding non-alcoholic drinks, the report forecasts minerals and spring waters to outperform.

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