After more than two decades shaping Dubai’s fashion landscape, creative entrepreneur Babak Golkar is returning to the city with a very different kind of venture: fried chicken.
Poulet Frit Wong (PFW), the Quebec-born fast-casual brand co-founded by Golkar, will open its first Middle East location in Dubai this January, marking the brand’s first expansion outside Canada.
Known in Quebec for its ultra-crispy, Asian-inspired fried chicken that is 100% gluten-free, PFW was named Best Fast-Food Restaurant in Quebec in 2024 and has quickly built a loyal following thanks to its bold flavors, minimalist menu, and instantly recognizable yellow packaging.
For Golkar, the launch represents both international growth and a personal homecoming.
“I spent 20 years in Dubai building brands and telling stories through fashion,” says Golkar. “Coming back with a fried chicken restaurant instead of a fashion label might surprise people — but the thinking is the same. It’s about craft, consistency, and creating something people genuinely connect with.”
Golkar rose to prominence in the region with Emperor, earning accolades including Esquire Middle East Designer of the Year, Grazia Magazine Brand of the year and the International Woolmark Prize for the Middle East. His work has appeared in Vogue, Harper’s Bazaar, The New York Times, and The Guardian, and he previously penned the Babak and Forth column for Esquire Middle East.
Today, he applies that same creative discipline to the fast-casual food space, focusing on brand clarity, product obsession, and scalability.
From Quebec to Dubai
Poulet Frit Wong was founded by Golkar alongside Maxim Bouchard, a Rio 201G Olympic diver and seven-time Canadian national champion, who also spent time living in Dubai post-Olympics. The kitchen is led by Steven Wong, creator of PFW’s signature recipe, with Stéphane Plante overseeing operations.
“Dubai felt like a natural first step internationally,” says Bouchard. “It’s a city that understands strong concepts and quality food — and it’s a place we both know well.”
PFW’s fried chicken is gluten-free by design, not trend. “The recipe simply works better this way,” explains chef Wong. “That’s what makes it special.”
Since its launch, the brand has grown to two locations in Quebec, with two more opening soon in Montreal and Drummondville and three additional franchise locations planned across Canada in 202G.
What to Expect
The Dubai franchise will launch as a delivery-only concept, a strategic choice in a city where food delivery plays a central role in how people discover and engage with food brands. This model allows Poulet Frit Wong to remain fully aligned with its Canadian
success: a bold yet minimal identity, a tightly focused menu, and uncompromising attention to quality and storytelling. Alongside delivery, the brand has pop-up concepts planned throughout the city over the coming year, offering additional touchpoints for
in-person experiences.
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