'Build your own' dubbed next major F&B trend

The “build-your-own” food and beverage trend is on its way to the Middle East and is expected to be a major hit when it arrives, according to one expert.

“This is the biggest trend in the US. It’s about educating your customers and allowing them to have the full freedom of what they want to put in a drink or meal,” said Millions of Milkshakes founder Sheeraz Hasan, who will launch the US-based build-your-own milkshake brand in Dubai next month with celebrity guest Kim Kardashian.

“It’s going to be a bit of a slower take-on here but once people get accustomed to it, it’s going to be a huge hit in any food-and-beverage business you have,” added Hasan.

He cited the success of build-your-own sandwich group Subway, which overtook McDonald’s as the world’s largest restaurant chain earlier this year.

Subway had a reported 33,749 sites across the globe compared to McDonabld’s 32,737 sites.

The brand has expanded aggressively into international markets, including the Middle East, through its franchised business model with an emphasis on small, low-cost outlets.