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Texas Chicken begins Middle East expansion

Texas Chicken has started making a play to become the largest fried chicken franchise in the Middle East.

April 14, 2016

Texas Chicken has started making a play to become the largest fried chicken franchise in the Middle East. An agreement finalized with restaurant franchise partner The Olayan Group will lead to the opening of 63 Texas Chicken restaurants over the next several years in the Kingdom of Saudi Arabia, The United Arab Emirates, Qatar, Egypt, and Oman, according to a company press release.

"As we continue to strengthen our presence on the international stage, the Middle East plays a pivotal role in our expansion strategy. This is a strong consumer market with a rapidly growing taste for quality quick service foods and beverages. We are eager to position Texas Chicken at the forefront of that movement." said Tony Moralejo, senior vice president and chief development officer at Texas Chicken.

The Olayan Group will be leveraging its experience in quick service restaurants and the Middle East region. It will be solidifying its presence in these areas and pursuing new opportunities. Oman and Qatar will be new markets to be developed by Olayan, the release stated.

"We have very ambitious goals for this region," Moralejo said. "With this franchise relationship, we are confident that new patrons in the Middle East will share in the exceptional quality, service, and experience for which Texas Chicken is known worldwide."

The first restaurant is open in Mecca. It is one of the brand's first international stores to feature the new Texas Chicken STAR Initiative Design, which includes contemporary décor and an inviting dine-in experience. Future restaurants in the 63-location agreement will also feature elements of the STAR Image update. As well, it is planned that the Middle East market will see menu variations inspired by regional tastes alongside the brand's offerings such as hand-battered fried chicken, sandwiches, home-style sides, and Honey Butter Biscuits.