Broccoli Pizza & Pasta
Broccoli Pizza & Pasta is a Dubai-founded Italian-style fast-food restaurant chain focused on customizable pizza, pasta, lasagna, soup, and salad.
Last updated August 31, 2026
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History
Broccoli Pizza & Pasta developed as a Dubai-based Italian restaurant concept during the late 2000s and early 2010s. Reference material states that the concept was researched with the assistance of PICO International from 2009, although the identities of the founders and the precise corporate structure at that stage are not available. The first restaurant opened in Dubai’s Tecom district in 2011. Rather than presenting itself as a full-service Italian restaurant, the concept emphasized fast preparation, a focused menu, and customer choice across pizza, pasta, lasagna, soup, and salad. The company’s first stage of growth was domestic. After opening a second branch in Jumeirah in 2012, Broccoli expanded into other emirates of the UAE in early 2013. The brand’s family-oriented identity was supported by face-painting activities for children, which became a recognizable feature of its customer experience. This helped position the chain as an accessible, informal dining option rather than solely as a takeaway pizza business. International development began in 2015 with the opening of a restaurant in Riyadh, Saudi Arabia. That year also brought menu development: pesto pasta was introduced, and homemade juice became available at some UAE stores. The chain’s stated signature product was Original Italian Pizza, while its broader proposition rested on customizable meals. In the UAE, Coca-Cola products were identified as part of the beverage offering. Broccoli continued to expand in Europe with a Covent Garden, London branch opened in June 2016. Historical material from December 2016 described the chain as having more than 40 stores, with around 30 in the UAE and more than 15 in foreign markets. Because the reported totals are not fully reconciled in the source, they should be read as approximate historical figures. The company also pursued franchising, making opportunities available to prospective operators in international markets. Its model therefore combined direct restaurant operations with franchise-led growth. The next documented expansion occurred in Oman. A location opened in Salalah in January 2018, followed by a Qurum restaurant in February. Around this period, Broccoli communicated an ambition to reach 300 locations across the Middle East and North Africa, Asia, and Europe. The supplied sources do not confirm whether that expansion goal was met. They also do not provide reliable current information about the brand’s ownership, executives, present geographic footprint, or current trading status. The company is consequently recorded as having an unknown current status.
- 2018
Expansion into Oman
[1]The brand opened restaurants in Salalah in January and Qurum in February.
- 2016
Covent Garden location opens
[1]A restaurant opened in Covent Garden, London, extending the brand’s international presence into the United Kingdom.
- 2015
First international restaurant opens in Riyadh
[1]The chain opened its first location outside the UAE in Riyadh, Saudi Arabia.
- 2013
UAE-wide expansion
[1]Broccoli expanded beyond Dubai into other emirates of the United Arab Emirates.
- 2012
Second Dubai branch opens
[1]The brand added a second restaurant in Jumeirah, Dubai.
- 2011
First restaurant opens in Dubai
[1]The inaugural Broccoli Pizza & Pasta restaurant opened in the Tecom area of Dubai.
- 2009
Concept research begins
[1]The restaurant concept was reportedly researched with support from PICO International before the first location opened.
Products and positioning
An Italian-style fast-food and franchised restaurant concept offering customizable pizza, pasta, and related meals in a family-friendly, quick-service environment.
Pizza
Original Italian Pizza
The brand’s identified signature offering, presented as an Italian-style pizza within its quick-service menu. The broader concept allows customers to customize meals, although the available source does not specify the full range of crusts, toppings, sizes, or preparation methods.
Pasta · 2015
Pesto Pasta
A pesto-based pasta product introduced in 2015 as part of the chain’s menu development. It was described as a notable product addition, but the available source does not provide a complete recipe, ingredient list, or current availability.
Italian main dish
Lasagna
Lasagna is included among the core Italian-style dishes associated with the Broccoli Pizza & Pasta menu. No further product specifications or current availability information are provided in the supplied reference.
Sides and lighter meals
Soup and Salad
Soup and salad broaden the menu beyond pizza and pasta, giving customers lighter or complementary meal options. The source does not identify individual varieties or confirm their current status.
Beverage · 2015
Homemade Juice
Homemade juice was introduced at selected UAE locations in 2015. The available material does not identify the flavors, formulation, or whether the product remains available.
Marketing campaigns
- 2013Children’s face-painting activity
United Arab Emirates
Face painting for children became associated with the brand as it expanded beyond Dubai, supporting a family-friendly restaurant experience.
Outcome. The activity helped make the chain known outside Dubai, although no quantified campaign results are available.
Brand decisions
2018
Pursue broader Middle East and international growthStrategyBackground
The company continued adding Gulf locations and operated through a combination of company restaurants and franchising.
Action taken
The chain opened in Salalah and Qurum in Oman and stated an ambition to reach 300 locations across several international regions.
Aftermath
The supplied material does not confirm whether the 300-location objective was achieved.
2016
Expand into the United KingdomStrategyBackground
The company was pursuing growth beyond its UAE base and had begun operating in Saudi Arabia.
Action taken
Broccoli opened a restaurant in Covent Garden, London, in June 2016.
Aftermath
Historical reporting later described more than 40 stores across the UAE and foreign markets, though the figures are not independently reconciled.
2015
Introduce pesto pasta and homemade juiceProduct launchBackground
The chain was expanding internationally and broadening its Italian-style quick-service menu.
Action taken
Broccoli added pesto pasta and began offering homemade juice at selected UAE restaurants.
Aftermath
The source identifies these as menu developments but does not provide verified current availability or performance data.
2015
Begin international expansion through Saudi ArabiaStrategyBackground
After establishing restaurants in the UAE, the company sought to develop an international footprint.
Action taken
The first location outside the UAE opened in Riyadh, Saudi Arabia.
Aftermath
The Riyadh opening preceded further expansion into the United Kingdom and Oman.
Sources1 sources
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