Pickl, the renowned UAE burger brand, has officially launched its first outlet in Oman, marking a significant milestone in its regional expansion strategy.
The new location in Muscat’s Souq Al Madina aims to introduce the brand’s bold, fresh, fast food concept to a new audience, partnering with MENA Foods & Investments to leverage local expertise.
Spanning 45 square metres indoors and 155 square metres outdoors, the restaurant accommodates 36 guests indoors and 56 outdoors, and is designed to foster a relaxed social atmosphere ideal for casual gatherings.
On the launch, Stephen Flawith, founder and CEO of Yolk Brands, said, “Scaling a brand across multiple markets is where we’ve built our strength, alongside a continued dedication on delivering fresh, high-quality food. It’s about staying focused, consistent, and never compromising on what makes Pickl what it is. Oman has been an exciting market for us, and our partnership with MENA Foods & Investments has played an important role in our approach to it. Following the successful launch of BonBird, bringing Pickl to Muscat felt like a natural next step. It’s a collaboration built on strong local understanding and shared ambition, and we’re confident in the long-term growth we can achieve together in the Sultanate.”
Positioned adjacent to BonBird, another brand under the same umbrella, Pickl is set to become a prominent destination for fast-casual dining in Oman.
Open from 12pm to 1am daily, the Muscat outlet serves a comprehensive menu featuring signature smash burgers, crispy chicken sandwiches, loaded fries and house-made sauces, embodying the brand’s FRESH. FAST. FOOD. philosophy.
To celebrate its opening, the restaurant offered exclusive merchandise and giveaways to the first 100 customers, enhancing initial customer engagement.
With over 50 outlets across markets including the UAE, Egypt, Qatar and Saudi Arabia, the brand’s expansion into Oman is an essential part of its growth trajectory.
Tahir Al Balushi, CEO of MENA Foods & Investments, added, “Our relationship with Yolk Brands has grown steadily over time, starting with the launch of BonBird in Oman. That experience laid a strong foundation, and bringing Pickl to market was a natural progression for us. It’s a brand we’ve long admired for its quality and consistency, and we’re excited to continue building on this partnership as we expand its presence across the Sultanate.”
The established success of BonBird in Oman underscores the group’s capacity to develop locally resonant concepts. Future plans include introducing delivery services through Talabat to broaden its customer reach across the Sultanate.
