Dubai-born burger brand Pickl has entered Oman with the opening of its first outlet at Souq Al Madina in Muscat, marking another major regional expansion milestone for parent company Yolk Brands. The move strengthens Yolk Brands’ growing franchise and multi-brand footprint in the Sultanate after the successful launch of sister fried chicken concept BonBird in Oman earlier in 2025.
The Oman expansion is being executed in partnership with Oman-based MENA Foods & Investments, which has emerged as Yolk Brands’ local operating and franchise partner in the market. The collaboration forms part of a wider GCC growth strategy focused on scaling UAE-born quick-service restaurant concepts across regional markets.
Located next to BonBird at Souq Al Madina, the new Pickl restaurant spans 45 square metres of indoor dining space and 155 square metres outdoors, with seating capacity for 36 guests indoors and 56 outdoors. The outlet operates daily from 12 PM to 1 AM and serves the brand’s signature smash burgers, crispy chicken sandwiches, loaded fries, and house-made sauces. Delivery through Talabat is also expected to roll out soon.
Confirming the strategic importance of the Oman market, Stephen Flawith, Founder and CEO of Yolk Brands, said: “Following the successful launch of BonBird, bringing Pickl to Muscat felt like a natural next step.” Flawith further added that Yolk Brands’ regional expansion strategy is rooted in “staying focused, consistent, and never compromising” on quality whilst scaling across multiple international markets.
Tahir Al Balushi, CEO of MENA Foods & Investments, highlighted the franchise partnership’s evolution, stating: “That experience laid a strong foundation, and bringing Pickl to market was a natural progression for us.”
The Oman launch also reflects the increasing franchise momentum behind Yolk Brands, which has rapidly expanded Pickl and BonBird across the GCC and wider Middle East through regional partnerships. In 2024, Yolk Brands signed its eighth international expansion agreement with MENA Foods to bring both brands into Oman within an 18-month rollout plan.
Founded in Dubai in 2019, Pickl has evolved into one of the region’s fastest-growing homegrown burger chains. According to company statements, Yolk Brands now operates more than 50 restaurants across markets including the UAE, Saudi Arabia, Qatar, Bahrain, Egypt, Jordan, Pakistan, and Oman.
The group’s international ambitions are also accelerating beyond the GCC. Earlier this year, Yolk Brands announced expansion plans into Iraq through a partnership with Al Maysarah Holding, which will include five Pickl restaurants and 10 BonBird outlets. The company has additionally secured franchise growth plans in the UK for BonBird.
