MOOYAH Chooses the UAE to Continue Its Franchise Expansion in the Middle East

MOOYAH Chooses the UAE to Continue Its Franchise Expansion in the Middle East

MOOYAH expands its Middle East franchise network with a new master franchise agreement in the UAE, targeting Dubai and Abu Dhabi.

MOOYAH Burgers, Fries & Shakes is strengthening its presence in the Middle East with a new master franchise agreement in the United Arab Emirates. The American fast-casual burger brand has partnered with Great USA Foods LLC to develop its concept in the UAE, with the first restaurants planned for Dubai and Abu Dhabi.

The agreement represents another step in MOOYAH's international franchise strategy and illustrates the continued interest of international restaurant brands in the UAE market.

MOOYAH enters the UAE through a master franchise agreement

Based in Plano, Texas, MOOYAH was founded in 2007 and has developed its business primarily through franchising. According to the information provided by the company and reported by Dallas Innovates, the brand currently operates 75 restaurants in the United States, alongside locations in several Middle Eastern markets.

For its expansion into the United Arab Emirates, MOOYAH has signed a master franchise agreement with Great USA Foods LLC. The agreement gives the local partner responsibility for developing the brand in the UAE.

The first target locations are Dubai and Abu Dhabi, two of the country's most important commercial and tourism markets. The partners also indicated that the objective is to pursue broader development across the UAE in the coming years.

A new step in MOOYAH's Middle East development

The UAE agreement is not MOOYAH's first move into the Middle East. The brand already has restaurants in Oman, Qatar and Bahrain. According to the company's website information cited in the announcement, MOOYAH has two restaurants in Oman, two in Qatar and one in Bahrain.

This existing presence gives the UAE expansion a broader regional context. Rather than entering the Middle East for the first time, MOOYAH is adding another market to an existing regional footprint.

The development also highlights the role of master franchising in international expansion. Instead of directly managing every market itself, an international franchisor can work with a local or regional partner that takes responsibility for developing the concept, opening locations and supporting the network within a defined territory.

Why the UAE remains attractive to international restaurant franchises

The choice of the United Arab Emirates reflects the country's strong position within the international foodservice and hospitality sectors. Dubai and Abu Dhabi attract both a significant local consumer base and an international population, while tourism is an important part of the UAE economy.

For restaurant franchise brands, this combination can create opportunities to reach different customer segments within the same market. The UAE also has a highly developed retail and hospitality environment, where international food and beverage concepts are already well established.

In MOOYAH's case, the company specifically highlighted the UAE's local consumer audience, tourism activity and spending trends as factors supporting the decision to enter the market.

However, the attractiveness of the UAE does not mean that every franchise concept will automatically succeed there. International brands still need to adapt their development strategy to local market conditions, identify suitable locations and work with partners capable of managing the operational requirements of the business.

The importance of the local master franchisee

The partnership with Great USA Foods LLC illustrates how important the local partner can be in an international franchise expansion.

Great USA Foods is led by Nizar Shalwani and Roma Subazali. Shalwani previously operated five Golden Chick franchise locations in Texas between 2008 and 2024, according to the information published in the original announcement.

For MOOYAH, the experience of its new partner was an important element of the agreement. The brand's president, Michael Meche, highlighted the team's experience in developing brands and its ambition to expand internationally.

This type of partnership is particularly important when an international franchise enters a new country. The franchisor brings the brand, concept, operating model and franchise know-how, while the master franchisee is expected to provide local market knowledge and take responsibility for implementing the development strategy.

What this expansion says about franchise opportunities in the UAE

MOOYAH's arrival provides another example of how the UAE continues to attract international franchise concepts, particularly in the food and beverage sector.

For franchisors, the market can represent an opportunity to establish a presence in a highly international business environment. For experienced franchise operators and investors, agreements such as this one also demonstrate the potential role of master franchise partnerships in bringing international brands to the region.

At the same time, MOOYAH's strategy shows that international expansion can follow a progressive regional approach. The brand already operates in Oman, Qatar and Bahrain and is now adding the UAE to its Middle Eastern footprint. Such a strategy allows a franchise network to build experience across several markets while continuing to develop its regional presence.

Dubai and Abu Dhabi as the first development targets

The decision to prioritize Dubai and Abu Dhabi is consistent with the importance of these two cities within the UAE's commercial and tourism landscape. They provide international brands with access to established retail, hospitality and foodservice ecosystems.

For MOOYAH, these cities will therefore serve as the starting point for its UAE development. The company and its master franchise partner have indicated that the ambition goes beyond the first locations, with broader expansion across the UAE planned in the coming years.

A development to watch for the Middle Eastern franchise market

MOOYAH's UAE agreement is more than a new restaurant expansion. It is an example of how an international franchise brand can use a master franchise model to strengthen its position in the Middle East.

With an existing presence in Oman, Qatar and Bahrain, the move into the UAE expands MOOYAH's regional footprint and gives the brand access to one of the Middle East's most internationally oriented markets.

The next stage will be the execution of the development plan in Dubai and Abu Dhabi, followed by the potential expansion of the network elsewhere in the country. For the wider franchise industry, the project provides another illustration of the opportunities and strategic importance of the UAE for international restaurant franchising.

Middle East Franchise Editorial Team