Bringing an international brand to a country is no easy feat. The process involves its own complexities and fascinating aspects. For instance, last year, the legendary Turkish restaurant chain Chef Burak Gurme opened a branch in Tashkent. Pivot.uz interviewed O’tkirbek Qahhorov, the manager of international projects at Tourism and Entertainment Group (TEG), who was directly involved in bringing this franchise to Uzbekistan.
What factors influence a global brand entering or leaving a market?
“Before a brand enters a market, the local population’s demand and interest are key,” says Qahhorov. “Brands do not expand internationally without reason—it complicates management. Usually, local business owners express interest in hosting a brand and work to bring it into the market. Every project has its own requirements. The local economy, consumer purchasing power, and the expertise of the business partner bringing the brand to the country must align with the brand’s needs.”
He adds, “There are exceptions, of course. Even if a market meets all criteria, a brand may still choose not to enter due to its own strategic priorities, focusing instead on other parts of the world.”
As for why franchises leave certain markets, Qahhorov notes, “This is often due to intense competition in developed economies. If local businesses grow to the point where they can replace the products or services offered by the franchise—and even attract international tourists—the franchisor may consider ending its agreement. Political factors or changes in government policies also play a role, as seen with McDonald’s exit from Russia.”
How attractive is Uzbekistan’s market to global brands? Are they satisfied?
“Uzbekistan is an emerging, promising market, which always draws interest,” explains Qahhorov. “However, it’s difficult to gauge the level of this interest. The key question is: how can we captivate these brands? What unique value can we showcase to those unfamiliar with Uzbekistan?”
Drawing from his experience, Qahhorov recalls a comment from an Italian expert specializing in luxury brands: “Uzbekistan is like the next Dubai, but with more charm, history, and authenticity. It’s not artificial. This country could become a major economic hub.”
He proudly states, “I haven’t heard of any brand regretting its decision to enter Uzbekistan.”
How was the Chef Burak Gurme franchise brought to Uzbekistan?
“Chef Burak Gurme entered the market at the right time and in the right place,” says Qahhorov. “Turkish cuisine is almost like a second national cuisine here after Uzbek dishes. Moreover, Turkish restaurants today offer more than food—they deliver a complete culinary show, making them both attractive and challenging for the market.”
He adds, “Before coming to Tashkent, the brand opened a branch in Dushanbe. It’s no secret that Tashkent is one of the most attractive cities in Central Asia for international businesses. Additionally, Burak Özdemir, the face of the Chef Burak brand, has a strong interest in our region.”
Qahhorov explains that the franchise’s central management is based in Dubai, while its culinary roots are in Istanbul. “To faithfully represent the Chef Burak brand in Tashkent, we needed to integrate aspects from both cities. This added complexity to the process.”
Since its soft launch on October 20 last year, the restaurant has been bustling daily from 11:00 AM to midnight, attracting both locals and tourists. Within two months, it became one of the few 5-star rated restaurants in Tashkent on Google Reviews. The restaurant offers unique dishes crafted with special Chef Burak recipes and entertains guests with fiery culinary shows led by the chef and manager.
What other brands can we expect in Uzbekistan?
“Our company, Tourism and Entertainment Group (TEG), focuses on projects in tourism and entertainment sectors,” says Qahhorov. “These include hotels, restaurants, amusement parks, and major events. Such projects play a crucial role in improving living standards and boosting tourism.”
He reveals, “We have dozens of approved projects waiting for the right time and audience. While I can’t disclose specifics, I can assure you that they include beloved international brands that many Uzbeks have wished to see in their country.”
In addition to opening the Chef Burak Gurme and Chalet franchises in Tashkent, TEG is preparing to launch Novikov Café by Arkady Novikov in Tashkent City Park. “Novikov Café will soon welcome its guests in a prime location,” Qahhorov shares.
The company is also working on original projects, which they plan to unveil step by step.
What about promoting local Uzbek brands internationally?
“Promoting a local brand internationally requires collective effort. Before becoming a global brand, a product must first gain recognition as an ‘Uzbek product’ abroad. This depends not just on one producer but on the overall business environment in the country.”
He adds, “Significant progress has been made in this area. Large companies like Artel and Akfa Aluminium now export their products to over 30 countries, including Europe and the Americas. Their products even have official dealers in several regions.”
In the restaurant and café sector, Qahhorov notes growth as well. “We now see several national pastry shops operating in neighboring countries.”
He concludes, “For Uzbek brands to succeed internationally, they must earn the trust of their customers and ensure satisfaction. This is the most challenging part of the process, but it’s also the most rewarding.”
