The International Franchise Entrepreneur

Esquires Coffee to Open 50+ UAE Outlets in Major Master Franchise Deal

Esquires Coffee targets 50+ UAE locations in a massive 10-year master franchise deal. Learn how Cooks Coffee is scaling its ethical espresso brand in the Gulf.

New Zealand's Cooks Coffee Company is bringing its signature espresso culture to the United Arab Emirates through a 10-year Master Franchise Agreement that will see 50+ Esquires Coffee outlets open across the Emirates.

The Deal Structure

The agreement, announced in January 2026, grants a UAE-based master franchisee exclusive rights to develop Esquires Coffee—the premium brand in Cooks Coffee's portfolio—throughout the Emirates. The 10-year term with renewal options signals long-term commitment from both parties.

Why Esquires, Why UAE?

Esquires Coffee positions itself as "coffee with a conscience"—focusing on ethical sourcing, sustainable practices, and community engagement. This values-driven approach resonates strongly with UAE consumers, particularly younger demographics who prioritize brands with purpose.

The UAE's coffee culture has exploded in recent years. Specialty coffee shops dot every major mall and neighborhood, with consumers increasingly discerning about bean origins, brewing methods, and café experiences. Esquires enters this competitive landscape with:

  • New Zealand coffee heritage (the country that pioneered flat whites)

  • Proven operational systems refined across 100+ global locations

  • Flexible store formats from flagship cafés to express kiosks

  • Food menu integration driving average transaction values

The Master Franchise Advantage

Master franchising is the preferred model for ambitious international expansions. The UAE master franchisee gains:

  • Territorial exclusivity preventing market saturation

  • Proven business systems reducing startup risk

  • Ongoing support from Cooks Coffee's head office

  • Brand recognition that accelerates customer acquisition

For Cooks Coffee, the model enables rapid scaling without the capital requirements of company-owned expansion.

The Bigger Picture

With 50+ outlets planned, this isn't a tentative market test—it's a strategic bet on the UAE as a regional hub. Success here could unlock master franchise opportunities across the broader GCC, where coffee culture is equally vibrant and disposable incomes are high.