M&S plans price cuts across more than half its food range in the UAE

M&S plans to cut prices across more than half the range in its UAE food stores as part of an expansion with franchise partner Al-Futtaim. According to a Retail Systems report published on 2 November 2026, the move will be accompanied by the introduction of locally sourced lines and a broader food range. The announcement therefore goes beyond additional store openings to include changes to the products and prices offered to customers.

Price cuts within a broader food offering

M&S said it would reduce prices across more than half its UAE food store range as part of its expansion plan. The announcement sets out the proportion of products affected, but does not specify a uniform percentage reduction. Covering more than half the range therefore does not mean prices will be halved, nor does it allow savings on a particular shopping basket to be calculated.

The move coincides with the introduction of a wider selection of British food and locally sourced products. The Dubai Festival City store, scheduled to open in December 2026, is set to be the first location outside the UK to offer the brand’s full British food range, according to a Retail Gazette report published on 2 November.

For those considering the UAE franchise market, the announcement highlights a different aspect of expansion: increased selling space and store numbers are being accompanied by a pricing review and a broader product range. These elements should be assessed together when evaluating the commercial proposition, rather than treating the number of openings alone as a sufficient measure of the change the brand is pursuing.

500 locally sourced lines alongside British products

The Dubai Festival City store will stock more than 3,500 M&S products alongside 500 new locally sourced lines selected for the market. It will work with more than 200 British suppliers as well as local suppliers, including Let’s Eat and Domus, according to Retail Systems.

The range will include fresh produce, groceries, bakery products and ready meals. The brand said the offering was designed to cater for a full weekly shop, indicating that the expansion aims to cover a broader range of everyday food needs rather than simply adding a limited selection of specialist products.

These details show how M&S is combining the identity of its British range with locally selected products. However, the announcement of locally sourced lines does not in itself establish that they are behind the price cuts. The report places both initiatives within the same plan without providing a breakdown of sourcing costs or their respective contributions to final pricing.

For franchise investors and operators, this distinction matters because it avoids assuming an undisclosed financial link between local sourcing and prices. Product numbers and sources are clear operational facts; their impact on margins and profitability requires separate data and cannot be inferred from the size of the range alone.

New services beyond the grocery shelves

The planned Dubai Festival City store will cover 15,327 sq ft and will be the brand’s largest food store outside the UK. The announced plan includes additional concepts, among them the Middle East’s first M&S confectionery and patisserie counter, a fruit-cutting service, a sushi counter, a rotisserie chicken station and a pizza oven.

M&S fresh flowers will also be offered outside the UK for the first time, alongside new hospitality concepts. These additions distinguish the planned offering from a store focused solely on packaged food, making services and food preparation part of the proposed shopping experience.

Al-Futtaim has already operated an M&S clothing store at the location since 2018. The new food store is the first of five large stores the brand plans to open in the UAE over twelve months. The locations of the other four stores were not disclosed in the published reports.

These details remain plans for a future opening and offering, rather than proven operating results. Neither a broader range nor additional services can be taken as advance evidence of sales volumes or customer demand after opening.

A franchise partnership broadens the offering

M&S is delivering the plan through Al-Futtaim, its partner since 1997, which operates more than 80 stores for the brand across ten markets. According to Retail Gazette, M&S is seeking to accelerate international growth through franchise partnerships, digital channels and wholesale arrangements, rather than operating overseas stores directly.

The expansion comes despite a 7.2% decline in international sales in the year ended March 2026. The company also faced supply chain disruption in the Middle East that affected deliveries to franchise partners. These indicators relate to the broader business context, not the performance of the new UAE food stores, which have yet to open.

Practical takeaway: When assessing a food retail franchise expansion, consider the scope of price reductions, the supplier mix and in-store service requirements together. For M&S, actual prices and product availability at opening will be two key checks for understanding the new offering.