Pickl Strengthens Regional Presence with First Location Opening in Muscat, Oman
UAE – Pickl, a prominent homegrown burger brand in the UAE, has inaugurated its first outlet in Oman, marking a significant milestone in its regional expansion. The new location, situated in Souq Al Madina, introduces Pickl’s commitment to fresh fast food to the Omani market. This venture is made possible through a partnership with MENA Foods & Investments, which has been instrumental in facilitating the brand’s entry into Oman. MENA Foods previously launched the sister brand BonBird in early 2025, establishing a foundation for Yolk Brands’ growth in the Sultanate. This collaboration aims to position Pickl as a leading choice for fast-casual dining in Oman.
A Community-Centric Dining Experience
The new Pickl outlet spans 45 square meters indoors and 155 square meters outdoors, accommodating 36 guests inside and 56 outside. Designed with a relaxed atmosphere, the space encourages social interactions, making it an ideal venue for casual gatherings and quick meals. Open daily from 12 PM to 1 AM, the Muscat location offers a full menu featuring signature smash burgers, crispy chicken sandwiches, loaded fries, and house-made sauces. To celebrate the opening, the first 100 customers received exclusive giveaways, including merchandise and Pickl’s popular “Pick n’ Mix.”
Stephen Flawith, Founder and CEO of Yolk Brands, emphasized the importance of scaling the brand across various markets while maintaining a commitment to high-quality food. He noted that Oman represents an exciting opportunity for growth, facilitated by the partnership with MENA Foods & Investments. Flawith highlighted the successful launch of BonBird as a precursor to introducing Pickl in Muscat, reflecting a strong local understanding and shared ambitions for long-term growth.
Strengthening Regional Footprint
With over 50 restaurants under the Yolk Brands umbrella, Pickl is expanding its presence across multiple markets, including the UAE, Egypt, Qatar, Bahrain, Saudi Arabia, Pakistan, Jordan, and Oman. The brand operates under the philosophy of FRESH. FAST. FOOD., focusing on quality and community-driven experiences. The success of BonBird in Oman further validates the group’s capability to develop concepts that resonate with local consumers. An upcoming launch in the UK is also part of the group’s strategy to enhance its market presence.
As Pickl continues its regional expansion, the opening in Oman is a pivotal step in its growth strategy, characterized by resilience and adaptability in a competitive landscape. The brand plans to introduce delivery services through Talabat soon, broadening its reach within the Sultanate.
About Pickl
Founded in Dubai in 2019, Pickl has rapidly expanded to over 30 locations across the Middle East and is poised for further global growth. The brand is celebrated for its FRESH. FAST. FOOD ethos, crafting award-winning cheeseburgers and fresh fried chicken without preservatives, hormones, or antibiotics. Pickl has earned the “Best Burger” title at the Time Out Dubai Restaurant Awards in both 2022 and 2023. The brand’s playful personality and legendary shakes continue to elevate the fast-casual dining experience. Pickl is also available for delivery through various platforms, including Deliveroo, Talabat, Careem, Noon, and Keeta.
About Yolk Brands
Established in 2023, Yolk Brands invests in and operates a diverse portfolio of high-quality food and beverage concepts across ten countries. The portfolio includes Pickl, BonBird, and Southpour, all known for their dedication to fresh and innovative dining experiences. Yolk Brands is committed to fostering quality homegrown food concepts, supporting culinary excellence throughout the region.
About MENA Foods
Founded in 2024, MENA Foods is a rapidly growing quick-service restaurant company focused on providing high-quality, fresh dining options to the Omani market. The company operates two of the GCC’s fastest-growing brands, BonBird and Pickl. MENA Foods is dedicated to using premium, hormone-free, and antibiotic-free ingredients while maintaining exceptional customer service and strong community engagement.
Source: www.zawya.com
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Published on 2026-05-22 15:12:00 • By the Editorial Desk
