An increasing number of underdeveloped restaurant concepts are rushing into franchising—putting not only investors at risk but also eroding trust in the industry as a whole. In his incisive article, Will Odwarka, Founder and CEO of Dubai-based Heartatwork Hospitality Consulting, warns in his latest F&B column against the “myth of easy money” and explains how lack of concept maturity, insufficient support, and short-term thinking can backfire in the long run.

Let’s take a quick glance beyond the borders of Europe, as many markets hold much more promise than we might think. As businesses contemplate the next steps in their growth strategies, the question arises: when will we see new store openings in countries like Iraq, vibrant dining establishments in Pakistan, and ventures marked with flags in Tanzania or Kenya? Furthermore, why do Bangladesh, India or Saudi Arabia often remain absent from many brands’ master development plans? After years spent in international development, attending countless business meetings and conferences, Will Odwarka, Founder and CEO of Heartatwork Hospitality Consulting, and Member of the ACROSS Advisory Board, presents a candid perspective on this matter: Our collective bias and judgment often deter us from exploring these promising markets.