Since it first opened in 2019, Pickl has steadily racked up a legion of fans thanks to its juicy burgers, shakes and famous chicken sandos.
And now the home-grown brand is adding another notch to its belt with the launch of An/Other, a 12-month concept store set to open its doors in City Walk.
David Dougall, head of brand, said An/Other will be “more than just another store”.
head of brand at Pickl
“It’s a culinary hub, a celebration of those who stood before us; a commemoration of culture, just as diverse as the land we stand upon,” he says, adding that the new concept store will celebrate “100 years of burgers” with some unique creations.
“Customers can expect 12 specials over the 12 months, taking us from the first ever documented burger, to present day,” Dougall says.
“We want to pay homage to the burgers and brands that have defined an entire industry and managed to elevate a humble piece of beef, a couple of slices of bread, and a slice of cheese into one of the most popular items of food in human history. It’s going to be an educational culinary journey of a story rarely told.”
Fans of the brand will also be able to shop Pickl Apparel, set to include oversized tees, hoodies and caps, as well as skate decks, sports apparel and some of "Dubai’s leading new home-grown brands,” Dougall says.
Fans will also be able to recreate the Pickl experience at home for the first time, with the launch of a range of hot sauces and spice rubs.
Pickl launched in JLT in 2019 and has since expanded across Dubai, with its most recent sites opening in Motor City and at Time Out Market. According to Dougall, the brand sees an even split of fried chicken and burger sales (they also have a Beyond burger for vegetarians), but it is the chicken sando that holds pride of place. The chicken comes in a variety of spice levels, from plain to reaper, with the latter even requiring a disclaimer form.
The brand has also gained attention for its creative limited edition burgers, which have ranged from a chicken katsu curry burger to the boujee bird, featuring fried chicken and a scoop of vanilla ice cream.
“Monthly specials are hugely important to us. We always want to have our staple menu available, but we also want to be able to take our guests on a culinary journey... to push the burger into territories never explored,” Dougall says.
“We have an awesome head of culinary, Reece Dunne, who works closely with our Founder, Stephen Flawith, to come up with these creations. The level of detail that goes into each special, and the rounds and rounds of testing, is what impresses me so much. Whenever we think it’s perfected, there is also something else we can do to elevate it that little bit further."
