Since stepping into his role in 2021, Simon has been at the helm of significant expansion and innovation within Yolk Brands. Starting with Pickl, which then comprised only four restaurants, Simon’s leadership has seen the brand grow to over 20 restaurants across four countries. He also introduced three new dining concepts to the Yolk Brands portfolio: BonBird, Southpour, and 1762.
This year marked a milestone for Pickl, achieving its most successful year in the UAE, selling 5 million burgers since its inception and recording remarkable revenue and store-level growth. Under Simon’s guidance, BonBird expanded from one to three locations, and Southpour was successfully launched into the market.
In the community, Simon led a school outreach program impacting over 500 children, teaching them about business and entrepreneurship through the lens of Pickl. This initiative included tailored educational presentations and interactive sessions, fostering a spirit of entrepreneurship among the youth.
Yolk Brands also championed rider safety, a cause Simon personally advocated for by integrating Rider Areas across all Pickl venues and signing the Deliveroo Riders Pledge. This commitment to welfare drove positive media interactions and set a standard for industry respect and safety.
Furthermore, the “More Pickles Please” campaign, a playful collaboration with Deliveroo, showcased Simon’s knack for engaging marketing strategies, significantly boosting customer interaction and brand visibility.
Simon’s leadership shone internationally with successful launches in Qatar and Egypt, setting new records for single-day revenue and the largest number of venues opened in a week, respectively.
