Major UAE expansion plans
The strategic partnership introduces BBQ Bros’ authentic flavors and unique BBQ experience to the UAE’s dynamic culinary landscape through restaurants, pop-ups, public events, festivals, social events, special celebrations and private catering.
Currently, BBQ Bros has established operations in Belgium, at the renowned Tomorrowland festival, as well as in Lebanon, Egypt and Kuwait. With the UAE being a key market for culinary innovation and diversity, this joint venture marks a significant step in the brand’s expansion strategy.
The collaboration will leverage Beetroot Hospitality’s extensive local market knowledge and operational expertise, facilitating the opening of several BBQ Bros outlets across prime locations. BBQ Bros UAE plans to expand into various segments of the food market, including pop-up locations, catering services for both private and public events, and participation in festivals.
“Partnering with Beetroot Hospitality is such an exciting step for us,” said Mario Aoun, owner of the BBQ Bros global brand. “The UAE is an incredible market, and we can’t wait to bring our global BBQ flavors to this vibrant community. This joint venture not only marks a milestone for our brand but also allows us to share our passion for barbecue with the diverse and lively community in the UAE.”
Antoine Massé and Alexander Suski, managing partners at Beetroot Hospitality, expressed their enthusiasm: “We believe that the UAE is the perfect market for the fun, cool and BBQ lifestyle brand of BBQ Bros. With our insights into local preferences and trends, we are confident that we can adapt the BBQ Bros brand to resonate with UAE customers while maintaining the authenticity the brand is known for.”
International project pipeline
The first BBQ Bros outlet is set to open in the Dubai Creek area by August 2025, with additional locations to follow. The menu will feature a diverse range of barbecue dishes, crafted with the finest ingredients and inspired by traditional grilling techniques from around the world.
As part of this joint venture, BBQ Bros and Beetroot Hospitality are committed to sustainability and community engagement, ensuring their operations contribute positively to the local economy and environment.
BBQ Bros operates in the UAE, Egypt, Kuwait and Belgium. Its expansion plans include opening eight branches in the UAE by 2027. The brand recently signed new deals in Jordan, Saudi Arabia, Morocco and Zanzibar, with three more projects currently in the pipeline.
About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
