When Mohamed Matar Al Falasi started Saddle Café in Dubai in 2017, airport franchising probably wasn’t on his immediate radar. Fast-forward eight years, and his Emirati coffee brand is about to make its franchise debut at one of the world’s most strategic retail locations—Dubai International Airport’s Terminal 3.
The partnership with Emirates Leisure Retail (ELR) is a calculated move that positions a local brand within the $4.5 billion global airport retail market, while testing whether Saddle’s community-focused ethos can translate to the transient world of airport hospitality.
The Strategic Play
For ELR, which manages over 300 outlets including 90+ airport locations across 21 airports, partnering with Saddle represents a shift toward championing regional brands rather than defaulting to international franchises. The subsidiary of Emirates Group clearly sees value in authentic local narratives within airport retail—a space traditionally dominated by global chains.
“Partnering with a celebrated Emirati brand like Saddle is a pivotal moment for Emirates Leisure Retail,” says Tyrone Reid, Group CEO of MMI & Emirates Leisure Retail. “This collaboration goes beyond simply enhancing our offerings at DXB; it cements our role as a key platform for local brands to thrive and reach an international audience.”
The timing is deliberate. Dubai’s positioning as a global hub means millions of international travelers will encounter Saddle for the first time, creating an opportunity for a brand that’s already established footholds in Riyadh, London, Saint-Tropez, and Cannes.
Franchise Model Reality Check
For Al Falasi, franchising represents both opportunity and risk. Saddle built its reputation on intimate hospitality and carefully curated experiences—elements that don’t always survive the franchise translation process.
“Opening our very first franchise is a landmark moment for Saddle,” Al Falasi acknowledges. “It reflects not only our growth but our continued commitment to sharing Emirati hospitality in new and meaningful ways.”
The airport location, set to open before 2025’s end, will feature Saddle’s signature specialty coffee alongside customer favorites like Pistachio Milkshake and Acai Smoothie. The space promises to maintain Saddle’s “warm and minimalist aesthetic”—a design philosophy that will face its first real test in the utilitarian environment of airport arrivals.
The Broader Context
This move reflects Dubai’s broader strategy of nurturing local brands with global ambitions. Airport retail offers immediate international exposure, but it also demands operational excellence and scalability that many boutique brands struggle to achieve.
For Saddle, success at DXB could validate its franchise model for other high-traffic locations. Failure could highlight the challenges of maintaining brand authenticity while scaling operations.
The partnership ultimately tests whether Emirati hospitality can compete with established international airport F&B players, and whether travelers seeking authentic experiences will choose local over familiar in transit spaces.
Al Falasi concludes, “We look forward to offering a moment of warmth and connection for visitors arriving in our city, and a heartfelt ‘welcome back’ to Dubai residents making their way home.”
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