Born from the revitalisation of a declining US franchise, Chicago Beach emerged as a bold, homegrown alternative to imported QSR chicken brands. Launched simultaneously across multiple locations, the brand quickly captured public attention, positioning itself as the UAE’s answer to globally recognised competitors. The project introduced fresh challenges, from concept development to execution, ensuring a seamless rollout that resonated with the local market. Within weeks, Chicago Beach established itself as a standout player in the fast-casual dining scene, redefining expectations and setting a new benchmark for regional QSR brands.
