Wild Peeta Goes Lean, Launching Crowdfunded Franchises and a New TV Show

Dubai is not known for being lean. “Because the Gulf is such a new region, everything is geared towards big imported brands,” says Mohamed Parham Al Awadhi of Wild Peeta. “They’re the gold standard.”

At Tuscan-themed Mercato Mall in Dubai where we’re chatting, everything is large and foreign; we’re eating at French chain Paul  next to Spanish clothing line Mango. “These 3000 square foot outlets are something a startup could never afford,” says Al Awadhi, referring to the spaces typically offered as opening locations for businesses in the UAE. “The average small business needs about 5 years to build up to this point. Local brands die for this reason.”

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