Experience the flavorful journey of Sohaib Masood, from a Pepe’s Piri Piri fan to it’s Dubai expansion, spilling the secret sauce behind their Middle East success.
Sohaib Masood
Master Franchise Partner of Pepe’s Piri Piri
Sohaib Masood is a visionary entrepreneur and the Master Franchise Partner of Pepe’s Piri Piri in the GCC region. With a profound passion for food ignited during his university years in London, Sohaib’s journey began as a devoted fan of Pepe’s unique flavors and quality. Leaving behind a career at Ernst & Young in 2011, he ventured into the restaurant industry by opening Pepe’s first branch in Birmingham with his family.
Managing a successful chain of seven branches in the UK, he took his expertise to Dubai in 2019. Recognizing a market gap, he introduced Pepe’s to the UAE, rapidly achieving over 30% year-on-year growth. His commitment to sourcing local produce aligns with the UAE’s economic initiatives. Sohaib envisions Pepe’s as a leading family dining restaurant, blending flavors with affordability, and is set to spearhead the expansion of over 30 branches by 2030, establishing a culinary legacy in the region.
About this Episode
Got a taste for some spicy storytelling? Our guest, Sohaib Masood, knows a thing or two about that. From being a regular customer to steering Pepe’s Piri Piri’s expansion in Dubai, he adds more than just a dash of flavor to this episode. Listen closely as Masood takes us on his journey, from the moment he first tasted the unique flavors of Pepe’s in the UK, to introducing the brand to his brother, eventually making them the first franchisees in the Midlands. He also reveals the challenges that spiced up his path, making the journey as hot as the brand’s special sauce!
But don’t let your palate dry out just yet. The second half of this flavor extravaganza sees Sir Hype spilling the secret sauce of Pepe’s strategic growth in the Middle East. Discover how a robust supply chain, dynamic leadership, product evolution, and consistent taste turned Pep’s into a well-loved brand in Dubai.
It’s going to be extra hot!
“When I tried it for the first time, it was beyond my expectations! From that day itself, I was really a very consistent, loyal customer of Pepe’s Piri Piri.”
Sohaib Masood
” As a family business, I think the most important thing is to stick together.”
Sohaib Masood
Show highlights
“Consistency is number one. Once your product clicks with consumers and is successful, all you need to do is focus on consistency.”
Sohaib Masood
“If you have a unique product, something that is different within the market, be confident, and take the risk.”
Sohaib Masood
Useful Links
Website:https://www.pepes.ae/
Instagram:https://www.instagram.com/pepesuae
Facebook: https://web.facebook.com/pepesuae
LinkedIn: https://www.linkedin.com/in/sohaib-masood-b172191a4/
The Matrix Green Pill Podcast: https://thematrixgreenpill.com/
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