In a move that has thrilled burger enthusiasts across the Gulf, UAE’s beloved homegrown burger brand Pickl has officially opened its first locations in Saudi Arabia, marking a major milestone in its ambitious regional expansion strategy. Riyadh, a city known for its dynamic food scene and rapidly growing appetite for high-quality, innovative dining concepts, is now home to the first Saudi branches of Pickl.
Pickl’s entry into the Saudi market is more than just a business move — it represents a cultural bridge, blending the UAE’s celebrated culinary creativity with Saudi Arabia’s booming hospitality sector. The brand’s Riyadh debut is expected to redefine the burger experience in the Kingdom, setting new standards for freshness, flavor, and quality.
A bold vision turns into reality
Founded in 2019 in Dubai, Pickl quickly captured the hearts of burger lovers with its promise of “fresh. fast. food.” — emphasizing premium ingredients, no additives, and a made-to-order approach. In just a few years, the brand expanded across the UAE, becoming synonymous with honest comfort food and an authentic, no-nonsense approach to burgers.
Founder Stephen Flawith and his team always envisioned taking Pickl beyond the UAE borders. Saudi Arabia, with its youthful population, rapidly growing middle class, and strong appetite for international and regional culinary experiences, was an obvious choice. The decision to launch in Riyadh reflects a strategic understanding of the market and a genuine passion for sharing Pickl’s philosophy with a new audience.
Why Riyadh was the perfect choice
Riyadh has transformed into a hotbed for global and regional food concepts, thanks in large part to Saudi Arabia’s Vision 2030 initiatives, which have opened the market to more diverse entertainment and lifestyle experiences. Young Saudis, in particular, are hungry for authentic and unique food experiences that balance quality, creativity, and social media appeal.
Pickl’s brand DNA aligns perfectly with this appetite. Its minimalist, urban aesthetic, cheeky brand voice, and dedication to using the freshest ingredients resonate with a new generation of diners looking for something beyond the typical fast-food chain experience.
The choice of Riyadh as the first Saudi location allows Pickl to tap into a cosmopolitan audience that is open to new tastes and trends, making it the ideal launching pad for further expansion into the Kingdom.
The Pickl promise: Real ingredients, real flavor
What sets Pickl apart in a crowded burger market is its unwavering commitment to quality. Every burger is made with hormone-free, antibiotic-free beef, hand-formed daily to ensure maximum freshness. The buns are soft yet sturdy enough to handle the generous fillings, and the house-made sauces add a signature zing that has become a hallmark of the brand.
The menu also offers plant-based options and fried chicken sandwiches, ensuring there is something for every palate. This focus on inclusivity and quality, without sacrificing speed or convenience, has helped Pickl cultivate a loyal following that eagerly awaited its Saudi debut.
Riyadh’s response: An instant hit
Since opening its doors in Riyadh, Pickl has enjoyed an overwhelmingly positive reception. Local food bloggers and influencers have flocked to the new outlets, sharing mouthwatering photos and rave reviews across social media platforms. Lines have formed outside, creating a buzz reminiscent of the brand’s early days in Dubai.
For many Saudis, Pickl is more than just a burger joint — it’s a lifestyle statement. The brand’s casual yet cool atmosphere offers a space where people can connect, relax, and indulge without pretension. This human-centered approach to hospitality has clearly struck a chord with Riyadh’s diverse and dynamic community.
Beyond burgers: Building a community
Pickl has always emphasized community engagement as a core part of its identity. In the UAE, the brand regularly partners with local artists, musicians, and social causes to create experiences that go beyond food. This same ethos is expected to guide Pickl’s presence in Saudi Arabia.
Early signs suggest that the brand plans to collaborate with Saudi creatives to design limited-edition merchandise, exclusive menu items, and unique events that reflect local tastes and trends. This focus on community and culture is key to building lasting relationships with Saudi customers and integrating the brand into the local fabric.
Looking ahead: Saudi Arabia and beyond
Riyadh is just the beginning. Pickl’s leadership has already hinted at plans to open more locations across Saudi Arabia, including Jeddah and other major cities. The brand aims to become a regional powerhouse, leveraging its strong identity and operational excellence to capture new markets.
As Saudi Arabia continues to open up culturally and economically, the opportunities for innovative F&B brands are immense. Pickl’s success in Riyadh serves as a case study in how a well-crafted, authentic brand can thrive in new environments when it respects local culture and delivers on its promises.
Pickl’s global ambitions
While Saudi Arabia represents a significant milestone, it’s clear that Pickl’s ambitions don’t stop there. The brand’s leadership has been candid about its desire to explore other Gulf markets, and eventually, global cities. With each new opening, Pickl reinforces its mission of making “simple, quality burgers that taste amazing” accessible to as many people as possible.
The brand’s rapid rise reflects a larger shift in how people eat and experience food today. Diners are increasingly looking for transparency, authenticity, and quality, and they are willing to support brands that share these values. Pickl has captured this moment perfectly, positioning itself as more than a restaurant — but as a movement that celebrates good food, good vibes, and good people.
A boost for UAE’s F&B innovation
Pickl’s expansion into Saudi Arabia also highlights the growing strength of UAE-born brands on the international stage. For years, the UAE has imported global food concepts; now, it is exporting its own. This shift represents a coming of age for the region’s entrepreneurial ecosystem and underscores the UAE’s role as an incubator of innovation in the F&B sector.
By successfully entering one of the Middle East’s most competitive food markets, Pickl showcases the potential of UAE concepts to resonate beyond local borders. This success story inspires other homegrown brands to think big and reinforces the value of investing in quality and originality from day one.
Conclusion: More than just a burger
Pickl’s arrival in Riyadh is not just about selling burgers — it’s about sharing a story, building a community, and creating moments that people will remember. With its bold flavors, uncompromising quality, and infectious energy, Pickl is poised to become a fixture in Saudi Arabia’s rapidly evolving culinary landscape.
As the brand continues to grow, it will undoubtedly inspire a new generation of food entrepreneurs and set the bar higher for what a burger experience can be. From Dubai’s streets to Riyadh’s vibrant neighborhoods, Pickl’s journey is a testament to the power of passion, perseverance, and a really good burger.
Do follow UAE Stories on Instagram
Read More: Top VPNs That Still Work in Dubai Mid‑2025
