Saudi Arabia is stepping up the international expansion of its homegrown franchise sector, with the National Franchise Committee showcasing Saudi brands to investors and franchise operators in Russia as part of the Saudi-Russian franchise programme.
The committee participated in BUYBRAND EXPO 2026 in Moscow, where a Saudi pavilion presented franchise and expansion opportunities from six Saudi brands. The exhibition brought together more than 170 exhibitors and thousands of investors, entrepreneurs and industry professionals, creating a platform for the brands to explore potential partnerships in the Russian market.
The initiative builds on the Saudi-Russian Franchise Window launched in Moscow in 2025 to create direct channels between Saudi franchisors and Russian investors. The programme is designed to support Saudi brands entering Russia through market preparation, advisory support, regulatory guidance and connections with potential franchise partners, including master franchise operators.
The Saudi participation at BUYBRAND included brands spanning burgers, restaurants, bakery and specialty coffee. Earlier exhibition information identified Berovan, Burgerizzr, Hashi Basha, Khaliyat Khalid and Namq as five of the participating Saudi franchises, while the National Franchise Committee’s post-event account referred to six brands being showcased.
Berovan, a grilled-sandwich restaurant concept, has nine locations, including three franchised outlets. Burgerizzr, one of Saudi Arabia’s major burger chains, operates 124 company-owned locations and has recently launched franchising. Hashi Basha has 151 franchised restaurants and six corporate locations, while premium honey-pastry concept Khaliyat Khalid has 139 franchised outlets and one corporate location. Specialty coffee brand Namq operates 33 establishments, including 13 franchised locations.
The investment requirements published for the five brands ranged from approximately 5 million to 85 million Russian rubles, depending on the concept and format. The participation, however, represents market-entry and partnership exploration rather than confirmed Russian openings or signed franchise agreements.
National Franchise Committee Chairman Dr. Khaled Al-Ghamdi took part in the exhibition’s official programme in a session titled “Franchising: A Bridge for Business Growth Between Saudi Arabia and Russia.” The session focused on cooperation between the two markets and the international expansion prospects for Saudi brands.
The Saudi delegation also held meetings with Russian business and trade organisations, including the Moscow Chamber of Commerce, Russian Export Center, Russian Franchise Association and Top Franchise, while exploring the business environment and market-entry requirements for Saudi brands.
The push into Russia forms part of a broader strategy to internationalise Saudi franchising. In March, Al-Ghamdi said Saudi Arabia was targeting the international expansion of five to 10 national brands by the end of 2026, with Russia and Central Asia among the target markets. The brands span food and beverage, retail and services.
Saudi Arabia’s domestic franchise ecosystem has also expanded rapidly. According to Monsha’at, the Kingdom had 1,514 franchise brands operating by the end of the second quarter of 2026, including 744 local brands. The Saudi Franchise Center has supported the conversion of 214 Saudi brands into franchise businesses since its establishment in 2020.
For Saudi franchisors, Russia offers another avenue for international growth at a time when the Kingdom is increasingly positioning franchising as a vehicle for exporting locally developed consumer concepts. For Russian investors, the programme provides direct access to brands that are seeking international franchise partners rather than simply exhibiting as international concepts.
The latest Moscow initiative therefore marks another step in Saudi Arabia’s effort to move its franchise sector beyond domestic growth and build a pipeline of Saudi brands capable of expanding through international franchise and master-franchise partnerships.
