The world of franchising continues to grow, with innovative restaurant concepts emerging from the US and Europe, including the UK. These homegrown franchise concepts, rooted in their local cultures, have expanded successfully and are either already making their mark on the global stage or poised to do so. For many MENA markets, where discerning customers are always on the lookout for novel dining experiences, these brands offer a wealth of untapped potential. Here’s a closer look at some standout homegrown franchises not yet in the region, but well worth exploring for future expansion.
Why these homegrown franchise concepts are well suited to MENA
The region’s diverse and discerning dining scene thrives on novelty and quality. These brands offer:
• authenticity – strong roots in their countries of origin
• customizable menus – catering to diverse tastes and dietary preferences
• scalability – formats that can adapt to malls, high streets or standalone locations
• appeal to millennials – vibrant branding and social media-friendly aesthetics.
Bringing these homegrown franchises to MENA could combine to add value to the regional F&B landscape and offer exciting new dining experiences to an expanding customer base.
Abdul Kader Saadi,
founder and managing director of Eighty6 Shop
@eighty6.shop
@aboudisaadi
eighty6.shop
Fireaway Pizza
• Country of origin: UK
• Description: Fireaway Pizza brings the
concept of fast-fired, fresh pizza to the
forefront of casual dining. Inspired by the
authentic tastes of Italy, Fireaway uses fresh
ingredients imported directly from Naples.
Customers can build their own pizza,
choosing from a variety of bases, toppings
and sauces, baked in just 180 seconds.
The brand’s focus on speed, quality and
customization has made it popular among
young, urban diners.
• Franchise fee: not publicly disclosed;
available upon inquiry.
• Website: www.fireaway.co.uk
Myka
• Country of origin: Spain (Madrid)
• Description: Myka Greek Frozen Yogurt
offers a refreshing twist on traditional
Greek yogurt, combining creamy, highquality
yogurt with a variety of vibrant,
fresh toppings. With its focus on premium
ingredients and a fun, Instagram-worthy
ambiance, the brand has quickly gained
popularity for its indulgent, yet healthy frozen
yogurt options.
• Franchise fee: not publicly disclosed –
franchise opportunities available for Saudi
Arabia.
• Website:mykagreek.com
Sweetgreen
• Country of origin: US
• Description: Sweetgreen is a fast-casual
chain focused on health-conscious dining.
Its menu revolves around fresh, locally
sourced salads and grain bowls. With a
mission to build healthier communities,
Sweetgreen places sustainability and
farm-to-table practices at the heart of
its operations. The brand’s digital-first
approach, including app-based ordering
and loyalty programs, has positioned it as a
leader in the health-food movement.
• Franchise fee: Sweetgreen does not
franchise but could be approached for joint
venture opportunities.
• Website: www.sweetgreen.com
Big Mamma Group
• Country of origin: France
• Description: The Big Mamma Group is
renowned for its authentic Italian dining
experience in a vibrant, Instagram-worthy
setting. Each location is unique, offering
Italian classics like handmade pasta, woodfired
pizzas and decadent desserts, all served
with a side of theatrical flair. The brand’s
focus on high-quality ingredients, sourced
directly from Italy, has earned it a loyal
following.
• Franchise fee: not publicly disclosed;
franchise opportunities limited, but
negotiable.
• Website: www.bigmammagroup.com
Eggslut
• Country of origin: US
• Description: Eggslut is a gourmet
sandwich concept centered on eggs. Known
for its signature ‘Slut’ dish (cage-free egg
served on a bed of potato purée in a glass
jar) the brand elevates breakfast and brunch
to an art form. Its cult-like following is driven
by its premium ingredients, bold flavors and
edgy branding, making it a hit among urban
millennials.
• Franchise fee: not publicly disclosed;
available upon inquiry.
• Website: www.eggslut.com
LEON
• Country of origin: UK
• Description: LEON champions the concept
of ‘Naturally Fast Food,’ offering a menu
of wholesome, Mediterranean-inspired
dishes that are both quick and nutritious.
With offerings like grilled wraps, plantbased
meals and baked fries, LEON caters
to the growing demand for healthy fast
food. The brand’s eco-friendly ethos and
stylish interiors make it a favorite for healthconscious
diners.
• Franchise fee: Initial investment from STG
200,000-300,000.
• Website: www.leon.co
Bageterie Boulevard
• Country of Origin: Czech Republic
• Description: established in 2003, Bageterie
Boulevard offers a fast-casual dining
experience specializing in gourmet baguette
sandwiches, fresh salads and soups. The
brand emphasizes high-quality ingredients
and innovative recipes, appealing to healthconscious
consumers seeking quick, yet
nutritious meals. With a strong presence in
Central Europe, Bageterie Boulevard has
been recognized for its potential to expand
into new markets, including the Middle East.
• Franchise fee: information not publicly
disclosed; interested parties are encouraged
to contact the company directly for detailed
investment requirements.
• Website: bageterieboulevard.cz
Heavenly Desserts
• Country of origin: UK
• Description: offering sweet temptations
that range from crêpes and croffles to
cheesecakes and waffles, Heavenly Desserts
has expanded from five locations in 2016 to
56 today. The brand has partner agreements
for locations in Canada, Pakistan, India and
Germany, aiming for 100 global sites by
2025 and expansion into the US and the
Middle East.
• Franchise fee: information not publicly
disclosed; interested parties should contact
Heavenly Desserts directly for franchise
opportunities.
• Website: heavenlydesserts.co.uk
