Future of Food Forum supports UAE brands’ expansion through franchising

The Emirates Franchise Association concluded its participation in the Future of Food Forum 2026, with the expansion of Emirati food brands into regional and international markets at the centre of its discussions. According to a report published by the Emirates News Agency on 4 October 2026, its participation combined meetings with stakeholders across the food value chain and a dedicated gathering for the franchise community to explore investment, expansion and collaboration opportunities.

Connecting the franchise community with food businesses

The association took part in the forum as its ‘Franchise Enablement Partner’, holding meetings with business leaders, manufacturers, retailers, investors and policymakers. This provided an opportunity to discuss business expansion with stakeholders from across the food value chain, rather than focusing solely on the relationship between a brand and its operator.

The association also hosted a dedicated franchise group meeting, bringing together franchise operators and food and beverage stakeholders. Discussions focused on opportunities for expansion, investment and collaboration, reflecting the ambitions of Emirati brands seeking to establish a presence beyond their home market.

These meetings were the main practical element of the association’s participation. They brought those with business models and operational expertise into discussions with investors and businesses involved in food production, distribution and retail. Throughout the forum, the association presented the franchise community as a link between food innovation and the potential to turn successful concepts into scalable businesses.

Food market forecasts provide context for expansion opportunities

The forum’s discussions took place against a backdrop of forecast growth in the UAE’s food and beverage market. Estimates cited in the announcement of the association’s participation suggest that the market will reach around US$44 billion by 2029, supported by innovation, sustainability initiatives and the country’s position as a global trade and logistics hub.

This figure relates to the food and beverage market as a whole, not the size of the franchise sector. It is also a forecast for 2029, rather than a current market value. Its relevance to the association’s discussions lies in illustrating the commercial environment in which food brands, operators and investors work; it should not be treated as a direct measure of returns from franchise ventures.

Alongside these forecasts, the association noted that a growing number of food concepts originating in the UAE are seeking to expand beyond their domestic markets. This trend takes the franchising discussion beyond opening outlets within the country to encompass local brands’ entry into regional and global markets, and the commercial and operational expertise needed to support that move.

From local success to international competitiveness

Ali Mohammed Al Marzooqi, Chairman of the Emirates Franchise Association and Director General of the Abu Dhabi Chamber of Commerce and Industry, said the UAE had successfully built a world-class environment for entrepreneurship, investment and business growth. He explained that the next phase would require strengthening national businesses’ ability to expand and compete internationally, supporting economic diversification and creating lasting value for the national economy.

Al Marzooqi linked this goal to the franchise community’s role in providing a framework for expansion and opening up opportunities for entrepreneurs and investors. He also stressed that the association’s participation reflected its commitment to supporting high-growth-potential activities and preparing Emirati brands for long-term success in regional and global markets.

Throughout the forum, the association focused on connecting entrepreneurs with proven business models and specialist operational expertise. It presented these connections as a way to support business expansion, attract investment and accelerate the growth of successful food concepts both within the UAE and overseas.

The central message was about bringing together a business idea and the expertise needed to scale it. The association’s approach went beyond highlighting innovation in food products to include drawing on the franchise community’s operational and commercial knowledge, and creating opportunities for brands, entrepreneurs and investors interested in new markets to connect.

Best practice and a practical next step for brand owners

The association reaffirmed its commitment to promoting international best practice and developing the UAE’s franchise ecosystem, in its capacity as the country’s recognised body for franchising and its representative on the World Franchise Council. This role involves creating opportunities for Emirati companies to expand regionally and globally, and strengthening connections between the parties that can support their growth.

It also renewed its commitment to supporting Abu Dhabi’s economic vision by encouraging entrepreneurship, attracting investment and helping to build more competitive private-sector businesses. Its participation in the forum placed these goals within a focused discussion about food brands and their access to the expertise, partnerships and markets they need to expand.

Practical takeaway: For food brand owners and entrepreneurs, a useful next step is to assess whether their operating model is ready to scale, and identify the expertise and partners they need before entering a new market. Food and beverage growth forecasts provide context for assessing an opportunity, but they are no substitute for evaluating each franchise venture on its own merits.