2025: Middle East's Year in Review
We look back at the highs and lows of the Middle East's multi-site restaurant industry over the past twelve months.
From Chipotle’s continued push into the Gulf to expansion drives by regional operators such as Alshaya and Americana, the QSR sector has moved through a period of steady growth, market entry, and operational change.
As 2025 draws to a close, we review the year’s major deals, expansion plans, new concepts, and technology developments shaping the region’s restaurant landscape.
Expansion and international growth
Several quick-service restaurants (QSRs) pursued national and international expansion.
- Subway expands Qatar presence with new master franchise deal
- Chipotle enters Qatar amidst Middle East expansion
- Al Sayer accelerates Caribou, Five Guys expansion
- Amorino opens second location in the UAE
- Dairy Queen to open 15 more restaurants in Qatar by 2030
- Alshaya launches Chipotle’s first ‘Chipotlane’ in the Gulf
- Dubai’s Pitfire Pizza expands to Jumeirah Village Circle
- Yolk Brands brings Pickl and BonBird to Jordan
- Chipotle expands in UAE with third Abu Dhabi restaurant
- Brunch & Cake opens sixth restaurant in the UAE
- Pickl expands to Saudi Arabia with two new Riyadh stores
- Krave debuts Abu Dhabi location at Al Qana
- BonBird opens first restaurant in Abu Dhabi
- Galadari Brothers brings Jimmy John’s to Dubai in regional debut
Menu updates and marketing moves
Brands continued to adjust menus and marketing to attract customers.
- Dodo Brands banks on local flavours for global expansion
- McDonald's Turkey rolls out limited-time FRIENDS meal
- Half of UAE diners drawn to BOGO deals, restaurant discounts
- KFC MENA rolls out ‘Taste Rules’ campaign
- Alshaya’s Starbucks Kuwait boosts football ties with KFA referee deal
- Chuck E Cheese announces expansion to Turkey
- Hardee’s UAE launches breakfast menu
- Gong cha adds dessert to hook Saudi customers
- Papa Johns launches new limited-edition Croissant Pizza
- McDonald’s goes menu-free across Saudi Arabia
- Amorino expands catering services in UAE
Brand Refreshes
Several chains updated store formats or designs to appeal to modern consumers
- Alshaya Group revamps first Raising Cane’s restaurant in the Middle East
- Dodo Pizza updates look for UAE outlets
- Kudu refreshes brand with viral meals to win over young Saudis
- Starbucks reopens Reserve store at The Avenues in Kuwait
Leadership shake-ups
Executive turnover shaped company direction across the sector.
Corporate Shake-ups
The sector saw mergers, acquisitions, and legal activity.
- Americana Restaurants in early talks to acquire a stake in Cravia Inc
- Costa Coffee and Emirates Leisure Retail ink 15-year extension
- Saudi chain Burgerizzr acquires majority stake in Shovel Coffee Roaster
- UAE-based DEAL Holdings launches new lifestyle division FAB Group
- Qatari chain Junior’s inks first-ever franchise deal
- Berjaya Food, Samaya Food ink deal to bring Paris Baguette to UAE
- Al-Handal bags franchise deal to launch % ARABICA in Iraq
- TCBY partners with Sterling Restaurants for multi-unit franchise expansion in Qatar
AI and tech in QSR
Restaurants are increasingly adopting tech solutions.
- Baskin-Robbins to launch feature-rich rewards app in 2026
- PizzaExpress UAE rolls out new PE Club loyalty webapp
- Voice AI ordering system launched at KFC drive-thrus in UAE
- Yolk Brands expands AI use with Edify across its restaurant portfolio
- Pizza Hut Israel partners with AI firm Pairzon to boost marketing efficiency
This year also saw the top restaurant brands lauded for their outstanding initiatives at the QSR Media Conference & Awards 2025.
