Yolk Brands: A Journey of Flavour and Community

Yolk Brands’ remarkable journey began humbly in April 2019 with the launch of Pickl, a small burger joint with just 10 passionate team members and limited resources. Despite these modest beginnings, Pickl quickly made a name for itself in the UAE’s bustling burger scene. The success of this first venture set the stage for Yolk Brands to expand across the UAE, establishing a strong presence in key neighbourhoods and assembling a talented team at both their headquarters and operational sites.

By 2022, Yolk Brands had reached new heights, opening its first international market in Bahrain with Pickl and introducing a new concept under the group—BonBird, The Chicken Shop. The momentum continued into 2023, with significant local strides, including the acquisition of the beloved brand 1762 and laying the groundwork for Southpour, a roastery and juice bar that opened in 2024. Today, Yolk Brands operates in four markets, with plans to enter four more. With 40 restaurants currently open and 14 more in the design and construction pipeline, including 4 set to launch this year, Yolk Brands isn’t just growing: it’s evolving. The company’s 400-strong team in the UAE is united by a mission to deliver unforgettable food experiences.

Strategizing Growth with Community at Heart

Leading multiple brands under the Yolk umbrella requires a strategic approach to expansion that aligns with the group’s vision. Operating in the QSR/Fast Casual space, Yolk Brands goes beyond just serving food—it’s about prioritizing product quality and people. The UAE’s ever-expanding population and its determination to excel in all endeavours are values that Yolk Brands embodies in everything it does.

As a homegrown brand, Yolk Brands doesn’t just enter markets; it becomes an integral part of them. Their expansion strategy is deeply rooted in a community-driven approach. Each store reflects the culture and needs of the area it serves, with CSR initiatives embedded into the fabric of store cultures to ensure they resonate with the local community. This commitment to being a truly homegrown brand is a key element in their growth story.

Balancing Brick-and-Mortar with a Strong Digital Presence

Yolk Brands’ business model harmonizes the physical and digital, ensuring a seamless customer experience across all channels. Whether in-store or on social media, the same passion and dedication drive the teams, who go above and beyond to enhance the customer experience. The strength of their online presence reflects the dedication and culture of the team.

One of the standout aspects of Yolk Brands’ operations is their focus on the well-being of delivery drivers—a crucial part of their business. Each store is equipped with dedicated spaces offering air conditioning, seating, cleaning facilities, and water for all riders. This attention to detail not only supports the delivery heroes but also enhances the last-mile experience for customers, allowing Yolk Brands to maintain a perfect balance between their brick-and-mortar locations and their thriving online presence.

Overcoming Challenges and Looking Ahead

Expanding across the Middle East hasn’t been without challenges. The top concern has always been supply chain consistency. As a product-first company, Yolk Brands ensures that they don’t enter a market unless they can secure a reliable supply chain that meets their exacting standards. This commitment to quality guarantees that customers receive the same high-quality experience, no matter where they are.

As Yolk Brands enters its sixth year, the excitement only intensifies. The coming years will see the expansion of Pickl into Saudi Arabia and Kuwait, further solidifying the brand’s presence in the Middle East. But the journey doesn’t stop there—Yolk Brands has its sights set on the European and Asian markets as well. BonBird is equally thrilling, with multiple units opening in Pakistan and Qatar this year and plans to explore new opportunities in Europe and Asia. Meanwhile, Southpour will continue its expansion across the UAE, focusing on neighbourhoods sand communities, further embedding Yolk Brands into the fabric of the region.

Shaping the Future of Retail with AI and Technology

Looking to the future, Stephen Flawith, the CEO of Yolk Brands, sees a shift away from large international franchises dominating the region. Instead, there’s a growing demand for brands that people can identify with, and the local F&B market is brimming with talent, producing higher quality products than many global players. Rather than one specific cuisine leading the way, he envisions multifaceted independents rising to the top, showcasing the best in local ingredients and unparalleled quality.

In terms of technology, Yolk Brands has already embraced AI across its operations, particularly in back-office functions. From automating delivery note processing to streamlining financial systems, AI has allowed store teams to focus more on the guest experience and less on administrative tasks. This not only reduces human error but also enhances operational efficiency.

However, Flawith is clear that AI will never replace the human touch in front-of-house operations. Yolk Brands is built on hospitality, and that’s something AI can’t replicate. When customers step into one of Yolk’s venues, they are guaranteed an epic experience led by friendly faces who genuinely care. The future of retail in Yolk’s sector will be about finding the perfect balance between technology and human connection, without losing the authenticity of these interactions.