A homegrown Dubai restaurant brand usually expands by proving itself in its home market, then opening owned venues and franchise partnerships in new cities. Partners should look for documented standards, real support and a brand that adapts to local guests. Moonlight Investments has followed this path from Dubai to Erbil, Baghdad and Cairo.
Why Dubai concepts travel
Dubai is a demanding place to open a restaurant. Guests come from everywhere, competition is high and standards are set by international brands. A concept that trades well there has already been tested against a broad audience.
That gives Dubai-born brands credibility in nearby markets. Guests across the region often know Dubai venues by name, and partners can see a working flagship before they commit.
MYA Dubai opened in 2022 at The Dubai Mall, on the first floor beside the Waterfalls, with views of Burj Khalifa and the Dubai Fountain. That flagship is the reference point for every MYA that followed.
Owned venues and franchise
There are two main ways to take a restaurant brand into a new market. The group can open and run the venue itself, or it can grant a franchise to a local partner.
Owned venues give the most control and are often used to establish a brand in a new country. Franchise lets a brand grow faster with partners who understand local licensing, property and guest habits. Many groups use both, depending on the market.
Moonlight Investments works across lifestyle dining, franchise and café concepts, as well as events and hotel services. Franchise is a core part of how its concepts reach new cities.
For a partner, the choice also depends on appetite for risk and involvement. Some investors want to own a venue and leave operations to the brand. Others want to run the business themselves under a licence. A clear conversation early on avoids confusion later.
Adapting the format to the market
The strongest regional brands do not copy and paste. They keep what guests recognise and change what the market needs.
That can mean a different format altogether. A full restaurant with shisha and late dining suits some cities and sites. A lighter café with breakfast, brunch and desserts suits others, especially residential communities and mixed-use developments. Alcohol policy, opening hours, menu balance and seating all need local judgement.
MYA shows how this works in practice. The same brand runs as a flagship in Dubai and as an alcohol-free, all-day café in New Cairo, with outdoor seating and a menu built for everyday visits.
The markets: UAE, Iraq, Egypt and Saudi Arabia
Each market asks something different of a concept. The question is not whether to change the brand but which parts to adapt.
- UAE: the home market, where MYA Dubai opened in 2022 at The Dubai Mall.
- Iraq, Erbil: AMAYA Lounge Erbil opened in 2025, bringing upscale dining and a social atmosphere to the Kurdistan market.
- Iraq, Baghdad: AMAYA Baghdad opened in 2026, offering premium dining in a city with a strong social dining scene.
- Egypt, Cairo: MYA Cafe Cairo opens in Mivida, New Cairo, in January 2027 as a relaxed, alcohol-free, all-day café.
- Saudi Arabia: MYA Saudi is in development for one of the region's fastest-growing lifestyle markets.
What franchise partners should look for
A brand name alone is not enough. Before signing, a partner should be able to see how the concept runs and what support comes with it.
Ask to visit an operating venue, ideally at a busy time, and see how the team handles pressure. Ask how standards are written down and how training is delivered. Ask who supports the opening, and what happens after the first three months. A serious franchisor will have clear answers.
Look at format flexibility too. Moonlight Investments runs a flagship restaurant in Dubai, a lounge in Erbil, a premium dining room in Baghdad and a café in Cairo. That range shows the group can fit different sites and audiences.
- An operating flagship you can visit
- Written brand and operating standards
- Pre-opening and training support
- Ongoing operational oversight
- A format that suits your site and city
Working with Moonlight Investments
Moonlight Investments is a Dubai-based hospitality group established in 2022. It builds every concept from the ground up, with the operational foundations needed to open in new markets.
Partners get access to the concept, the menu and interior direction, pre-opening planning, team training and documented standards. Support continues after opening, so the venue keeps trading to the level guests expect from the brand.
The group works with franchise partners, landlords, developers and investors across the Middle East. If you have a site or a market in mind, the Partnerships page explains how an enquiry moves from first contact to opening.
Common questions
Yes. Iraq has growing demand for international dining brands. Dubai group Moonlight Investments already operates AMAYA Lounge Erbil (since 2025) and AMAYA Baghdad (since 2026) in Iraq.
Moonlight Investments works with franchise partners as one of its core segments. Interested partners can enquire at info@moonlightinvestments.com or through the Partnerships page.
Visit an operating venue, review the written standards and confirm what pre-opening, training and ongoing support are included. Also check that the format suits your site and city.