Popular smash burger brand Manna, is taking the next step in its expansion with the launch of its first Middle Eastern location in Dubai.
Since its debut at Arcade in 2022, Manna has solidified its reputation as a must-visit destination for food enthusiasts, creating a loyal following across London. The Times hailed them as “Britain’s Best Burgers”, and they been celebrated as London’s original smash burger brand.
Every aspect of its menu is built on simplicity executed with precision, from the perfect smokiness of a seared patty to the satisfying crunch of thick-cut pickles. It’s a balance of comforting nostalgia and contemporary finesse that has quickly made Manna a name for burger lovers.
Manna was developed in collaboration with Feroz Gajia, from East London’s renowned Bake Street, and launched through the Arcade Create platform. This expansion to Dubai marks a significant milestone as Arcade’s first international venture.
Feroz Gajia, Co-Founder of Manna, shares his excitement: “The launch of Manna in Dubai is a moment of pride for us. The warmth and enthusiasm we’ve received from our London guests have been humbling, and bringing Manna to Alserkal Avenue feels like an organic extension of our journey.
Alserkal Avenue is the perfect location for Manna’s first international expansion, with its vibrant mix of arts, culture, and design. It’s a space that aligns seamlessly with our vision, bringing together creativity and community—values that are at the heart of what we do.”
Guests in London can continue to enjoy Manna at Arcade Tottenham Court Road and Arcade Battersea Power Station, but for Dubai, this is just the beginning.
Despite the demands of running a rapidly expanding company, Choudhary has learned to find balance, something he didn’t always have. These days, he’s an early riser, front-loading his weekdays with office work before spending afternoons on-site visits and store builds.
Evenings are reserved for football and gym sessions, and weekends are kept for family. “Sunday lunch at my mum’s house—that’s the recharge,” he says with a smile.
Among his proudest milestones is winning an international franchise of the year award earlier in his career, besting competitors across 30 markets, but he’s just as proud of The Sushi Co’s present trajectory. He said: “It’s been incredible to watch it grow. And we’re only getting started.”
When asked what advice he’d give his younger self, Choudhary was quick to reply: “Learn to walk before you run. There are no shortcuts. Move with care, build the right team, and think everything through.”
For prospective franchisees eyeing entry into the booming sushi space, The Sushi Co is currently welcoming applications.
Choudhary says: “We’re looking for experienced QSR and business professionals ready to invest in a proven, fast-growing concept. This is one of the fastest-growing sectors in the casual dining market, and we’re here to lead it.”
As The Sushi Co expands across the UK, Choudhary is showing that scale doesn’t have to mean compromise. With handcrafted sushi at its core and a franchise model built on training, quality, and support, he’s not just growing a brand, he’s setting a new standard for what fast-casual dining can deliver.
