Piccolo Me enters Lebanon, eyes Middle East growth
It plans to expand in the UAE, Saudi Arabia, and Qatar.
Piccolo Me has made its international debut in Lebanon, positioning the launch as both a business milestone and a personal journey.
Founded in 2012 by brothers Charlie and Roy El Hachem and their father Halim, the 40-location Australian café chain sees Lebanon as a gateway to wider expansion across the Middle East.
“My dad is originally from Lebanon,” Charlie Hachem, co-founder of FABE, the parent company of Piccolo Me, told QSR Media. “He’s always had a burning desire to launch in Lebanon… to give back to the community and prove to himself that he was successful.”
Hachem said they are banking on the country’s established coffee culture and familiarity with Australian products. “Lebanon exports a lot of food. If we get that flavour profile in Lebanon correct and people like it, we have a higher success rate for the rest of the Middle East.”
Food exports accounted for 16.4% of Lebanon’s total merchandise exports in 2023, according to World Bank data, with most shipments heading to regional neighbours such as the United Arab Emirates (UAE), Saudi Arabia, Iraq, and Qatar.
Piccolo Me initially tried to localise its offering but soon shifted strategy to emphasise its Australian identity.
“We wanted to launch with a Lebanese flair, but that wasn’t the right way to do it,” Hachem said via videoconference. “If we’re taking the Australian brand to the Lebanese market, we have to carry that messaging across.”
The café’s décor features Australian imagery such as the Sydney Opera House and national flag, alongside retail items like lamingtons and familiar packaged brands. The location also serves two coffee blends—a Lebanese specialty and Piccolo Me’s Australian roast.
“We found that people want to come to an Australian café because they want to try Australian roasted coffee,” Hachem said. “We tried to localise too much when people were coming in for that Australian experience. Once we did that, it became easier.”
Hachem did not share sales figures but said the café has performed 50% above initial forecasts since opening in late June.
Operated by a single-unit franchisee, the outlet is part of a broader plan to enter other Middle Eastern markets. The company is working with designers, consultants, and branding firms, and has issued terms for an Iraq location.
The brand is also testing a drive-thru format, but Hachem said hot food offerings pose operational challenges. “Once we get the right balance, it’s probably where we’re going to focus all our energy in the next few years.”
Piccolo Me plans to expand in the UAE, Saudi Arabia, and Qatar. To support growth, FABE has created a franchise package with tools such as market research, store design, and a forthcoming artificial intelligence (AI)-powered operation manual.
A regional office and warehouse hub in the UAE are also planned.
Domestically, FABE is eyeing brand acquisitions in South Australia and Queensland. “We’re also open to capital partners… who want to invest to push the brand to these new markets,” Hachem said.
Charlie Hachem will join the upcoming QSR Media Conference & Awards 2025, which will be held at the Hilton Sydney Hotel in Sydney, Australia, on 13 October.
