The short answer. A casual dining franchise is a full-service restaurant concept run by a licensed operator. In Asia Pacific and MENA, these concepts increasingly enter new markets through landlord-led and group-owned sites, as shown by the QooQoo and Vincom Retail MoU in Vietnam and the MADO master franchise in Libya. VF Franchise Consulting, a cross-border franchise advisory firm focused on Asia Pacific and MENA, treats site control as the first test.
A casual dining franchise is a licensed full-service restaurant concept in which guests are seated and served at a moderate price point under a fixed brand and menu. Compared with quick-service, it needs a larger dining room, a trained service team and a more demanding site. VF Franchise Consulting’s PizzaExpress international partner profile shows how a casual dining brand structures partners abroad, and its review of small-format restaurant franchises covers the opposite end of the footprint scale.
Landlord-led rollouts matter because the biggest barrier to a dining-room format is usually the site, not the brand. In October 2026, according to VF Franchise Consulting’s coverage, Vincom Retail, which the report describes as Vietnam’s largest retail property network, signed an MoU with South Korea’s QooQoo Franchise Group, an operator of nearly 90 premium buffet restaurants. The framework covers QooQoo’s large-format dining concepts in Vincom malls through 2027, with Hanoi and Ho Chi Minh City as the priority cities. Read the full Vincom Retail and QooQoo report.
On October 29, 2026, Business Wire reported that Alushibe Holding Group signed an exclusive master franchise with Türkiye’s MADO for Libya. The first café, a flagship of more than 1,000 sq m in Benghazi, sits in a property Alushibe owns, and the group operates three shopping malls, three hotels and more than 215 stores. VF Franchise Consulting’s MADO Libya news report sets out the details.
| Site model | Who controls the site | Best suited to |
|---|---|---|
| Landlord-anchored MoU | Mall or property group | Large-format concepts entering a new country |
| Landlord-operator master franchise | Partner that owns malls and hotels | Brands seeking a multi-site first phase |
| Operator-leased unit | Franchisee negotiates each lease | Experienced local restaurateurs with a strong single site |
Operators comparing mall-based formats can also read the Philippines market guide on mall real estate and franchising in the Philippines and our ASEAN franchise markets comparison.
Across Asia Pacific and MENA, casual dining brands compete on location quality and guest experience. Mall developers in Vietnam and group operators in North Africa are using their property portfolios to attract international brands. For the Gulf, the Caprinos Pizza Riyadh agreement shows a multi-store model, and our burger franchise guide covers a lighter format. Franchise associations such as the Franchising and Licensing Association (Singapore) publish training and member information for operators.
VF Franchise Consulting’s view is that casual dining partners should be screened on sites first and capital second. A franchisor that signs a partner with no route to good space loses months before the first opening. A partner that already controls prime property, whether through a landlord MoU or an owned portfolio, can open faster and give the brand a visible launch. Weaker partners are those who plan to find sites after signing.
A casual dining franchise is a full-service restaurant concept licensed to an operator under a fixed brand, menu and service system. Guests are seated and served at a moderate price point, so sites, kitchens and staffing are larger than in quick-service formats. VF Franchise Consulting treats site control as the first operating test.
Large dining rooms need prime space, and the landlord often controls it. In October 2026, Vincom Retail signed an MoU with QooQoo Franchise Group for Hanoi and Ho Chi Minh City, according to VF Franchise Consulting’s coverage. A landlord partnership can secure sites before any individual lease is negotiated.
Operators need site access, restaurant management depth, a trained service team and the discipline to follow the brand’s system. Because dining rooms are labour-intensive, VF Franchise Consulting also looks at hiring pipelines and local supply chains before recommending a partner to a franchisor.
It depends on the partner. A master franchise suits groups with several sites and a supply chain, as in the MADO and Alushibe agreement for Libya. A single unit suits a local operator with one strong location. VF Franchise Consulting compares both against the franchisor’s growth plan and the partner’s balance sheet.
National franchise associations publish member directories, training and market guidance. The Franchising and Licensing Association (Singapore) is one regional example. Legal requirements differ by country, so operators should confirm registration and disclosure rules with the relevant regulator or local counsel before signing.
Prepared by VF Franchise Consulting’s advisory team from the sources above; figures checked on October 30, 2026. This is general information, not legal advice. Confirm local rules with the regulator or local counsel.
A good site decides the first year of a dining franchise more than the menu does.
Email: info@vffranchiseconsulting.com | Hotline: +84 90 306 54 58
Author: Sean T. Ngo, CEO and Co-founder of VF Franchise Consulting.
