UAE homegrown concepts Freedom Pizza and Wild Peeta sign joint venture

At GRIF 2018, Emirati entrepreneurs reveal the return of the gourmet shawarma concept
Ian Ohan on stage with brothers Mohamed Parham Al Awadhi and Peyman Parham Al Awadhi
Ian Ohan on stage with brothers Mohamed Parham Al Awadhi and Peyman Parham Al Awadhi

At the Global Restaurant Investment Forum (GRIF) 2018, Freedom Pizza and UAE gourmet shawarma concept, Wild Peeta, revealed their new partnership.

According to an official statement, Freedom Pizza will be the operating partner for the venture by extending its Freedom Connect online ordering and digital platform. The partnership will go live on Freedom Pizza’s app and website.

Freedom Pizza CEO Ian Ohan said on stage at GRIF: "What are are going to be doing together is launching their dream which is a concept called Wild Peeta which was healthy, gourmet shawarma."


He added: "We are very excited about the reboot." Ohan revealed that the rebooted version would open "in the next couple of months, give or take".

Emirati entrepreneurs Mohamed and Peyman Parham Al Awadhi opened Wild Peeta in 2009, but unfortunately the brothers had to close the business in December 2012.

Mohamed honestly said: "We shut down in 2012 because we scaled too fast. We said that when we come back it will be for a few reasons, and one of them is, 'would we find the best operator?' We never expected to be partners with an amazing operation like Freedom Pizza."

Peyman added: "2012 was one of the hardest decisions we ever made but it was the right decision."

The duo intended to restart the business with their experience, aiming to secure an operating partner, which is Freedom Pizza, as well as launching a crowdfunding campaign.

The brothers continue in their efforts to crowdfund US $50,000 from their community at Crowdfunding contributors will receive credit in return, which will reflect on the amount of their investment.

The new Wild Peeta menu has been inspired by recipes collected by the brothers as they travelled around the world filming YouTube series Peeta Planet, that was broadcasted to 50 million TV viewers across the Middle East.

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