Bill's seeks to expand family-friendly dining to the Middle East

In recent months, Bill's, the casual dining chain owned by Richard Caring, has been preparing to expand its operations internationally, particularly focusing on the Middle East. With a total of 47 restaurants operating in the UK, the company believes there exists an opportunity for a family-oriented dining experience in regions like Dubai and Riyadh. This strategic decision comes after Bill's reported record sales of £96.4 million in 2024, setting a robust foundation for the planned expansion. Tom James, the managing director, expressed his confidence that these cities present strong potential for the brand to thrive. The dining landscape in the Middle East is largely dominated by grab-and-go options, quick-service restaurants, and high-end dining establishments. According to Bill's, this market is currently lacking a casual dining concept that balances accessibility and value—an area they aim to fill. Their target audience includes families seeking a memorable dining experience without unaffordable pricing. By highlighting its commitment to creating a “great experience” at reasonable prices, Bill's plans to carve out a niche that resonates with both local residents and expatriates. In their pursuit of international expansion, Bill's is actively looking for franchise partners who can help establish the brand in these new markets. The company is not only focusing on the Middle East; they also have ambitions to explore opportunities in India and Southeast Asia. This broader reach aligns with their goal to scale operations and create a recognizable brand identity outside the UK. The prior success of their UK outlets underlines the potential for similar models abroad. As the restaurant industry continues to adapt and evolve, Bill's aims to leverage its recent accomplishments to gain a foothold in these diverse markets. Success in Dubai and Riyadh could serve as a springboard for further expansions into other cities across the Middle East and beyond, which might lead to significant changes in the casual dining sector in these regions. Through this proactive approach, Bill's endeavors to set itself apart from the established dining choices and offer a relatable service to its new clientele.