Homegrown burger brand Pickl opens a flagship in JBR

The new female-led outlet marks the brand’s 16th location globally.

By now, it’s safe to say that Pickl is on track for world domination. Expanding abroad aside and racking up multiple awards (including a FACT Award), the homegrown burger brand continues to grow, this time launching its flagship location in JBR. Home to Pickl’s towering burgers and fried chicken sandos, the long-awaited outlet is the 16th outpost within the family. It also happens to be female led, headed up by restaurant manager Ioana Lazar and staffed primarily by female chefs.

Thanks to its prime location and beachfront views, the Pickl in JBR branch is set to become a go-to destination for residents and visitors in search of a delicious, carb-laden meal. Its opening coincides with the launch of Pickl’s new Signature Menu, which features carefully curated items such as the Jeff Cheeseburger and classic New Yorker Cheeseburger. As for fan favourite BBQ Bacon Cheeseburger? It’s also back on the menu by popular demand.

“JBR is an iconic Dubai destination and the perfect place to showcase an iconic Dubai-born brand like Pickl,” says Steve Flawith, founder and CEO of Yolk Brands, the homegrown hospitality group that operates Pickl. “Whether it’s the millions of tourists who pass by each year or the thousands of residents who flock to the beach each week, we can’t wait to share Pickl’s ‘FRESH. FAST. FOOD’ philosophy with more people than ever.”

Anticipation has been building for the launch over the past two months, with Pickl giving away 1,000 free burgers to passersby who activated the QR code on its iconic pink hoarding at the JBR location, opposite Hilton Jumeirah Hotel. The two-storey venue is expected to accommodate close to 100 diners. Pickl in JBR is open seven days a week from 11am to 2am. Napkins at the ready.

GO: Visit www.eatpickl.com for more information.