Wow! Momo Evaluates UAE Expansion Through Joint Venture and Master Franchise Models
Wow! Momo explores UAE expansion in Dubai, Abu Dhabi and Sharjah, considering joint ventures and master franchise partnerships with local operators.
Indian quick-service restaurant (QSR) company Wow! Momo Foods is exploring opportunities to expand its restaurant business into the United Arab Emirates (UAE), with Dubai, Abu Dhabi and Sharjah under consideration as potential markets. The company is currently in discussions with prospective partners and is evaluating different business models to support its entry into the region, including joint ventures and master franchise agreements.
UAE Markets Under Consideration for Expansion
The UAE represents a potential next step in Wow! Momo's international development strategy. By assessing opportunities in Dubai, Abu Dhabi and Sharjah, the company is exploring the possibility of introducing its quick-service restaurant concept to new consumer markets through partnerships with local operators.
The group is considering both joint venture and master franchise arrangements. These models would allow it to work with regional partners while establishing a framework for developing its restaurant operations in the UAE. Discussions with prospective partners are already underway, although no agreement or opening date has been confirmed.
Building on an Existing Middle East Presence
Wow! Momo's potential restaurant expansion comes as its FMCG business continues to develop its international distribution network. The company's packaged food products are already available in several Middle Eastern markets, including the UAE, Saudi Arabia, Oman, Qatar and Kuwait.
To strengthen its regional distribution, Wow! FMCG has partnered with LuLu Group International and works with e-commerce platforms including Noon and Amazon Middle East. Its products include momos, noodles, cup noodles, smileys and kulfi, distributed through modern retail, e-commerce and other commercial channels.
This existing commercial presence provides the group with experience in the region's retail environment, although its packaged food distribution activities remain separate from the planned development of its restaurant network.
International Growth Beyond India
Founded in 2008, Wow! Momo Foods operates more than 900 outlets across over 100 cities in India, through its brands Wow! Momo, Wow! China, Wow! Chicken and Wow! Kulfi.
The company is also preparing to enter Sri Lanka by the end of 2026 through a master franchise partnership with Softlogic Corporation. The initial plan includes three outlets in Colombo, with a target of reaching 20 locations in the country within two years. This will mark the first international expansion of its QSR business.
For Wow! Momo, the UAE could therefore become another step in building an international restaurant network. The outcome will depend on the development of its discussions with potential partners and the selection of an appropriate expansion model for the market.
For investors and prospective franchise partners, the company's evaluation of the UAE highlights its interest in regional growth through structured partnerships. However, its restaurant expansion into the Emirates remains under consideration rather than a confirmed launch.
Middle East Franchise Editorial Team