Homegrown UAE brands including Pickl, FiLLi Cafe, SALT, Home Bakery, Operation: Falafel, Parker’s and Saddle are increasingly using franchising to expand into international markets, as the Emirates steps up efforts to position itself as a global hub for franchise development and help local businesses scale overseas.
The push is being driven by the Emirates Franchise Association (EFA), which has intensified international partnerships, trade missions and participation in global franchise exhibitions to promote Emirati brands and connect them with overseas investors and master franchise partners.
The latest initiative follows the Association’s participation in international events including Expo 2025 Osaka, where it promoted UAE franchise concepts and strengthened ties with global industry stakeholders. According to the EFA, the mission is designed to support the international expansion of Emirati businesses while attracting foreign franchise investment into the UAE.
In a recent press release, H.E. Ali Mohamed Al Marzooqi, Chairman of the Emirates Franchise Association and Director-General of the Abu Dhabi Chamber of Commerce and Industry, described franchising as one of the world’s most powerful economic growth engines. “The franchising sector is one of the most vital contributors to the global economy” Al Marzooqi said.
He added that the Association is committed to empowering UAE entrepreneurs, strengthening international partnerships and enabling local brands to compete globally through modern franchise models.
According to the Association, the global franchise sector encompasses more than two million businesses worldwide and supports approximately 19 million jobs, creating significant opportunities for UAE companies looking to expand internationally.
The strategy is already reflected in the international growth of several UAE-born brands.
Premium burger chain Pickl has continued its regional expansion through franchising, opening its first restaurant in Muscat, Oman, earlier this year while signalling further international ambitions. Coffee chain FiLLi Cafe has built a presence across multiple international markets through its franchise model, while brands such as Operation: Falafel, SALT, Parker’s, Home Bakery and Saddle continue to attract interest from regional and international franchise investors.
The UAE’s wider business environment is also supporting franchise growth. Government-backed initiatives, world-class infrastructure, investor-friendly regulations and Dubai’s position as a gateway connecting the Middle East, Africa, Europe and Asia continue to make the country an attractive base for companies pursuing international expansion.
Industry leaders say the UAE is increasingly serving a dual role, helping domestic brands expand overseas while also attracting international franchisors seeking regional headquarters and master franchise partners. Recent examples include the launch of CENTURY 21 UAE, whose leadership cited the country’s strong economic fundamentals and business-friendly policies as key reasons for establishing a regional base in Dubai.
The Emirates Franchise Association has also strengthened its international standing after receiving official recognition from the World Franchise Council, reinforcing its role in promoting best practices, facilitating cross-border partnerships and supporting the export of UAE franchise brands.
With more homegrown brands adopting asset-light franchise models and government-backed organisations actively promoting Emirati concepts abroad, franchising is expected to play an increasingly important role in transforming UAE-born businesses into global brands over the coming years.
