Max’s Group takes Yellow Cab Pizza to UAE

1 min readUpdated May 27, 2025Aug 14, 20156:00 AM

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Philippines-based Max’s Group is to launch its Yellow Cab Pizza chain in the UAE after signing a partnership with Cartoon Fashion Group.

Cartoon will open 10 Yellow Cab outlets in the UAE over the next five years. IT’s the second overseas market for the Filipino brand, following six stores in Qatar.

Yellow Cab specialises in New York style pizzas and has 112 branches in the Philippines.

President and CEO of Max’s Group, Robert Trota, said the Cartoon Fashion Group had a proven track record and solid reputation in the UAE. “We knew they were the best partner for this endeavor.”

Dubai-based Cartoon Fashion is one of UAE’s largest retail and hospitality consortiums, operating local franchises for brands including Adidas, Ed Hardy and French Connection.

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What this means

Max's Group's expansion of Yellow Cab Pizza into the UAE appears a prudent move, using Cartoon Fashion Group's local retail and hospitality expertise. Unlike Central Retail's broad store openings in Vietnam, this is a targeted brand-specific expansion. While Yellow Cab has a modest existing overseas presence in Qatar, this larger commitment to 10 outlets with a strong local partner signals a more ambitious international push. The primary risk lies in scaling a 'New York style' pizza concept to a competitive Middle Eastern market, which differs significantly from its home base. Success here could pressure rivals like Kau Kee Food Factory's single Hong Kong store model to reconsider international partnerships for growth. Watch for the initial store openings and early customer reception.

Maria Santos

Questions & Answers

How many Yellow Cab outlets will open in the UAE and over what timeframe?

Cartoon Fashion Group plans to open 10 Yellow Cab Pizza outlets across the UAE. This expansion is scheduled to take place over the next five years, indicating a steady growth strategy for the brand.

What is Max's Group's previous international experience with the Yellow Cab brand?

The UAE launch marks Yellow Cab Pizza's second overseas market entry. Before this, the Filipino brand had already established an international presence with six stores operating in Qatar, demonstrating prior global expansion efforts.

Why did Max's Group choose Cartoon Fashion Group as their partner for this venture?

Robert Trota, President and CEO of Max’s Group, stated that Cartoon Fashion Group was selected due to their proven track record and solid reputation within the UAE. He believed they were the best partner for this specific endeavour.

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