Johor bahru: Global halal quick-service restaurant (QSR) brand Marrybrown has strengthened its international footprint with the signing of a franchise agreement with Talaat Moustafa Retail (TMR), a subsidiary of Egypt's largest listed real estate and hospitality conglomerate, Talaat Moustafa Group (TMG), marking its official entry into the Egyptian market.
According to BERNAMA News Agency, the agreement was signed by Marrybrown group executive director Datuk Joshua Liew and TMR chief executive officer Omar Hisham Talaat Moustafa at a signing ceremony held at Marrybrown's headquarters. The event saw the presence of notable figures such as Johor State Investment, Trade, Consumer Affairs and Human Resources Committee chairman Lee Ting Han, Marrybrown chairman and founder Datuk Lawrence Liew, managing director and co-founder Datin Nancy Liew, and TMR managing director Alessandro Re.
The agreement establishes a framework for long-term collaboration, combining Marrybrown's global brand strength and franchising expertise with TMG's local market knowledge and experience in hospitality and commercial projects. This collaboration is a significant milestone for Marrybrown's international expansion strategy and marks TMG's entry into the food and beverage industry.
Marrybrown currently operates more than 500 outlets across 16 countries, with a presence in the Gulf Cooperation Council (GCC), Africa, East Asia, Oceania, and parts of Europe. Its entry into Egypt highlights the brand's focus on expanding across the Middle East and Africa, positioning the country as a key pillar of its global growth strategy. Marrybrown plans to open 100 outlets in Egypt over the next 10 years, with an initial rollout of six outlets in Cairo targeted for 2026.
'Egypt represents a pivotal moment in Marrybrown's international growth, and our partnership with TMG brings together two organisations with a shared ambition for scale, quality and long-term value creation,' said Marrybrown chief executive officer Daniel Chan. He emphasized the significance of working with TMG, highlighting their local market expertise and proven execution capabilities as ideal for the brand's growth across Egypt and the wider region.
Egypt is one of the most compelling consumer markets in the Middle East and Africa, with a population exceeding 110 million and a nominal gross domestic product (GDP) of more than US$400 billion. Marrybrown's entry into Egypt marks a significant milestone as the first halal fast-food brand from Malaysia to enter the market, reflecting growing cross-border confidence in Egypt's consumer landscape.
Omar Hisham stated that the signing is a crucial step for TMR in diversifying its portfolio. He expressed appreciation for the opportunity to work with an iconic Malaysian brand and sees this as a natural extension of introducing global concepts into their communities. TMG's vast portfolio, including residential cities, commercial centres, shopping malls, hotels, and leisure destinations, provides a robust platform for the phased rollout of Marrybrown outlets across the country.