In Dubai’s crowded F&B scene, where new restaurants open weekly and can fade just as fast, few brands have managed to scale while keeping their identity intact. One that has is Yolk Brands, the group behind cult favourites Pickl, BonBird and Southpour Coffee. At its helm is Steve Flawith, a former chef who has turned his kitchen discipline into a leadership philosophy: stay calm, stay fast, and put people first.
Flawith’s hospitality career began behind a sink, washing pots. “A few weeks later I realised I didn’t want to wash pots forever. But the kitchen teaches you discipline,” he says. “The most valuable lesson was calm relentlessness. When service gets heated, staying calm keeps the shift alive. The same applies in the boardroom.”
It’s a mantra that’s served him well. Yolk Brands now operates around 50 restaurants across seven countries, with another 30 under construction. By next year, the portfolio will exceed 100 outlets.
The people behind the product
Flawith calls his employees “legends” – a term that’s more than branding. “Once your product is proven, it’s no longer about product. It becomes people, people, people,” he says. “When you look after your people, they’ll look after your customers.”
That philosophy led to one of the group’s most distinctive initiatives: dedicated rest areas for delivery riders inside every restaurant. “You’d see riders outside in 40-degree heat, sometimes not allowed inside,” he says. “They’re a huge part of our business. Any rider can come in, grab some water and cool down, even if they’re not delivering for us.”
It’s a small gesture that signals a bigger cultural shift: Flawith wants to build a business that grows fast but doesn’t forget the humans behind the counter – or on the bike.
Yolk Brands’ remarkable journey began humbly in April 2019 with the launch of Pickl, a small burger joint with just 10 passionate team members and limited resources. Despite these modest beginnings, Pickl quickly made a name for itself in the UAE’s bustling burger scene. The success of this first venture set the stage for Yolk Brands to expand across the UAE, establishing a strong presence in key neighbourhoods.
Pickl reinvented the burger scene with its “fresh fast food” model – short menus, quick service and obsessive consistency.
BonBird, its chicken-focused sibling, was born from the same principle. “We saw a gap for fresh, hormone-free fried chicken,” Flawith says. “Same price range as the big chains, but with quality ingredients.” The name came mid-flight. “It was originally called Wedge. The hoardings were up, but it didn’t feel right. Then in Singapore I saw Le Bon Funk. I loved Bon. Combine that with Bird, and it clicked – BonBird.”
Then came Southpour, the brand’s newest concept – a coffeehouse built around community and creativity. “We curate each space with local and regional artists,” he says. “It’s designed to fit any neighbourhood.” Healthy bowls will soon join the menu to balance Yolk’s indulgent side. “We’ve got burgers, fried chicken, and now coffee and health,” he adds. “It’s a rounded portfolio.”
Factory with flavour
Expansion has been rapid. The group operates in the UAE, Saudi Arabia, Qatar, Bahrain, Egypt, Oman and Pakistan, with Jordan, Kuwait and the UK next on the list. “Scaling the supply chain was the hardest part,” says Flawith. “Every new market takes six months to a year to build properly.” He laughs recalling an early challenge: “In Egypt we were told jalapeños don’t exist. The next day we found four trucks full of them.”
Flawith’s philosophy is all about precision. Every kitchen is engineered “within a millimetre of its life” to deliver food fast without compromising quality – seven minutes at Pickl, four at BonBird, two at Southpour. “It’s like a factory process, but with flavour,” he says.
Flawith recalls a dining experience at a hole-in-the-wall eatery in Hong Kong. “There’s this place called Kau Kee. They’ve served the same brisket noodle soup for nearly a century,” he says. “There’s a queue down the street, and an old woman shouts at you from the moment you enter until you leave. But the food is perfect.”
That experience distilled a truth he’s carried since: simplicity scales. “Three or four dishes, done perfectly and fast – that’s excellence. That’s what we chase.”
Staying hungry
For Flawith, success is emotional as much as operational. “When I was a kid, I loved Johnny Rockets. I’d go for birthdays. Those are core memories,” he says. “That’s what we want to create. You don’t just buy a burger—you make a memory.”
Asked who he’d share a meal with—alive or dead—Flawith doesn’t hesitate. “Anthony Bourdain, for his punk spirit. Bobby Kim (also known as Bobby Hundreds), for creativity. And Richard Branson, for PR genius. Bourdain, Bobby, Branson – the three B’s. Over burgers and Bon.”
Even amid growth, Flawith keeps his team grounded.
During Dubai’s 30×30 fitness challenge, he led beach boot camps for staff. “We finish early, head to Kite Beach, train together,” he says. “If you’re going to talk people-first, you live it.”
It’s easy to see why his employees stay loyal. Between the “legends” culture, free rider lounges, and relentless commitment to quality, Yolk’s ecosystem feels more like a movement than a restaurant chain.