For the Hedonism Group, it represents a step towards a broader regional presence, with the foundation for further expansion across the Gulf.
London-based Hedonism Group is planning four new restaurant openings across the UAE and Saudi Arabia as it steps up its international expansion, bringing its HIDE and HIDEAWAY brands to new markets across the Gulf.
The group has entered into a development and management agreement with DEAL Holdings, the UAE-based hospitality group led by Founder and Chairman Abdulla Al M’heri, to expand the restaurant concepts across the GCC and selected European markets.
Four locations are already under development across the UAE and Saudi Arabia, with the partnership announced at the Global Restaurant Investment Forum (GRIF) 2026 in Dubai. The agreement follows introductions made at the previous year’s forum, turning an initial conversation into an international expansion plan within 12 months.
The announcement was made by Al M’heri alongside Colin Clague, Partner and Global Head of Culinary at The FAB Group; Shabnum Stumpf, Head of Project Development and Brand Activations at The FAB Group and Paul Rowland, Managing Director of Hedonism Group UK.
