Sohaib Masood

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.

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Hosted by

Hilmarie Hutchison

Sohaib Masood

Master Franchise Partner of Pepe’s Piri Piri

Sohaib Masood is the visionary behind Pepe’s Piri Piri’s expansion in the GCC. From loyal customer to entrepreneur, Sohaib’s love for the brand began during his student days in the UK. Leaving his job at Ernst & Young, he opened Pepe’s first Birmingham branch in 2011. With success in the UK market, he set his sights on the UAE, introducing the brand to Dubai in 2019 and achieving 30%+ growth annually. Sohaib’s goal? Over 30 Pepe’s locations by 2030—making flavorful, affordable dining a family favorite across the region.

About this Episode

Got a taste for some spicy storytelling? Sohaib Masood brings the heat in this sizzling episode of The Matrix Green Pill! From fan to franchise king, Sohaib walks us through how a love for Pepe’s Piri Piri turned into a thriving business journey. From Birmingham to Dubai, Sohaib recounts the entrepreneurial risks, family collaboration, and local sourcing that helped bring Pepe’s signature flavors to the UAE.

In the second half, discover the secret sauce behind Pepe’s explosive growth—operational excellence, a dedicated team, and Sohaib’s relentless pursuit of consistency. If you’re passionate about food, business, or bold dreams, this episode delivers a full serving of inspiration!

“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