Chef by nature, CEO by trade and brand builder by obsession, Stephen Flawith, founder and CEO of Yolk Brands, talks about the inspiration behind creating locally rooted concepts and expanding globally.
What inspired you to build Yolk Brands around homegrown F&B concepts, and how has that vision evolved over time?
Frankly, we saw a massive gap in the market and the region was bursting with imported international brands constantly. There was and still is, a real hunger for concepts born and bred right here, deeply rooted locally. Furthermore, we didn’t just want to be a local option, but we genuinely wanted to be the absolute best option.
Our entire philosophy was built on quality, from carefully sourced ingredients to attentive service. Additionally, we wanted to create concepts that people in our community could truly be proud of. That’s how it started and the vision for Yolk Brands naturally evolved and grew from that initial inspiration. So, once we saw the connection people had with Pickl, we realized we had discovered the secret sauce. It wasn’t just about one brand; it was about creating a culture that resonated with people consistently everywhere.
Yolk Brands became the vehicle to take that obsession with quality and apply it across multiple concepts successfully. Consequently, the vision grew from creating one local hero to building a portfolio of exportable brands.
How do you think homegrown brands like Pickl and BonBird are helping to redefine the region’s culinary identity on a global stage?
We’re completely flipping the script, and therefore, we continue to challenge every norm that once defined the region’s competitive restaurant landscape. I’m forever telling our team to stop focusing on what competitors are doing and instead study what they aren’t doing. That’s where magic happens because innovation only thrives when creativity fills the gaps left by conventional approaches and predictable thinking. Those who simply copy are missing out since imitation limits progress and prevents the discovery of truly distinctive culinary experiences. We’re always striving to challenge the status quo while continuously reimagining how regional dining concepts can compete confidently on the global stage.
For the longest time, the narrative of this region’s F&B scene was entirely centered around importing well-known international franchises. However, Pickl and BonBird are proving that this region is also a vibrant place of creation, experimentation and genuine innovation. Homegrown brands like ours are showing the world that the Middle East isn’t only a consumer market but a creative hub. Our benchmark has never been ‘good for a local brand,’ because our goal remains excellence defined by global standards of quality. Our benchmark is best in class, best in the world, full stop, which is the standard we relentlessly uphold.
Today, we have operational restaurants across the UAE, Bahrain, Qatar, KSA, Egypt, Pakistan and Oman. Meanwhile, Kuwait, Jordan and the UK are launching within the coming six months. Ultimately, we’re now recognized as the largest exporter of homegrown F&B brands in the region.
With your latest move into Jordan, what are your broader expansion plans, and which markets are next on Yolk Brands’ growth map?
Our move into Jordan was deliberate, strategic and deeply personal. Moreover, Jordan serves as a fantastic gateway to the wider Levant region. Our expansion plan remains clear and focused, as we continue cementing our leadership across the MENA region. At present, we have 24 restaurants in the design and build phase across all markets, scheduled to open by March 2026. In parallel, we’re actively pursuing opportunities in key global food capitals to strategically position our brands on the international stage. We proudly employ what we call the ‘hub and spoke’ model, using the UK as our operational gateway into the European market. We are also exploring hubs in Singapore and Hong Kong. However, our focus remains on smart, sustainable growth rather than rapid, unchecked international expansion. We’re in no rush to plant flags, as success depends on finding the right partners who share our vision and values.
