Johor Bahru, 5th Feb 2026,
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.
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 here today.
Also present were 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 signing represents a major milestone for Marrybrown’s international expansion strategy and marks TMG’s foray into the food and beverage industry.
Marrybrown currently operates more than 500 outlets across 16 countries, with a strong presence throughout the Gulf Cooperation Council (GCC), Africa, East Asia, Oceania and parts of Europe.
Its entry into Egypt underscores the brand’s continued focus on expanding across the Middle East and Africa, positioning the country as a key pillar of its global growth strategy. Following this agreement, 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.
“Marrybrown is honoured to work with an established and successful Egyptian partner. TMG’s deep local market expertise and proven execution capabilities make them ideal as we grow the Marrybrown brand across Egypt and the wider region. This partnership enables us to scale responsibly while upholding our QSCV (Quality, Service, Cleanliness and Value) standards and delivering a consistent, high-quality customer experience,” he xx
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, driven by a young and expanding middle-income population.
In line with this growth, he said 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.
Meanwhile, Omar Hisham said the signing marks an important step for TMR as it diversifies its portfolio.
“We appreciate the opportunity to work with an iconic Malaysian brand with a strong halal heritage and see this as a natural extension of our strategy to introduce best-in-class global concepts into our communities.
“Marrybrown’s proven global franchising model, strong halal positioning and international expansion align closely with our longterm vision,” he said.
As Egypt’s leading real estate and hospitality conglomerate, TMG’s portfolio spans integrated residential cities, commercial centres, shopping malls, hotels and leisure destinations, providing a robust platform to support the phased and scalable rollout of Marrybrown outlets across the country.
Source: Bernama
Full Article: https://www.bernama.com/en/region/news.php?id=2520628
