Pick

What Pick does

Pick is a privately-held, founder-owned food and beverage company headquartered in Ardiya, Kuwait, that operates a multi-branch healthy restaurant chain serving fresh, from-scratch food and frozen yogurt under the "Joyful. Healthy. Living." brand. All menu items are produced in-house without outsourcing, with direct relationships with producers and farmers, and the company uses stevia as a sugar substitute in relevant products while excluding artificial flavors and colors.

Its core product is YO MI VE, a proprietary soft serve ice cream available in yogurt, milk, or vegan bases in "Ultimate" and "Pro" variants, accompanied by an organic coffee blend (medium to dark roast). Sourcing spans meat from Turkey/Belgium, chicken from the UAE, and meat from Paraguay. Nutritional transparency is a stated pillar, delivered through a PDF nutritional menu on the website and the proprietary v-thru mobile application, which also enables ordering.

The business model is direct-to-consumer restaurant retail: revenue is generated through dine-in, takeout, and delivery at physical branch locations, with digital ordering layered through the company website and v-thru app. The company began with a single branch in Kaifan, Kuwait in 2011 and has since expanded into Saudi Arabia, where its largest branch is located in Riyadh. The customer base is health-conscious individual consumers, segmented horizontally rather than by enterprise vertical, and the company has no disclosed institutional investors, parent company, or external funding.

Name

Pick

Legal name

Pick

Website

https://pick.com.kw

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Pick is a Kuwait-based, founder-owned healthy food and beverage restaurant chain serving from-scratch organic food and a proprietary yogurt/milk/vegan soft serve (YO MI VE) across multiple branches in Kuwait and Saudi Arabia, targeting health-conscious consumers.

Ownership category

akta.pro rank

Product category

Healthy Food & Beverage Restaurant Services

NAICS

Other Snack Food Manufacturing (311919)

SIC

Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

Keywords

• Healthy food restaurant
• Organic frozen yogurt
• Soft serve ice cream
• Natural ingredient café
• Quick service restaurant

Headquarters

HQ city

Sharq Hawalli

HQ country

Kuwait

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Food and Beverage Sales: Pick operates as a healthy food and beverage restaurant chain with multiple physical branch locations. Revenue is generated through dine-in, takeout, and delivery orders across its branches in Kuwait and Saudi Arabia. The company offers a nutritional menu with transparent nutritional information available on their website and via the v-thru mobile application.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pick is a healthy food and beverage restaurant chain that prepares and sells food from scratch in its own branches across Kuwait and Saudi Arabia. Its core products are the proprietary YO MI VE soft serve ice cream (yogurt, milk or vegan-based, Ultimate or Pro variants) and organic coffee blends. All items use natural ingredients, with no artificial flavors or colors, and stevia is used as a sugar substitute in relevant products. Full nutritional information is made publicly available through the company's website and the v-thru mobile application.

Product overview

Pick is a healthy food and beverage restaurant chain operating as a single unified brand offering balanced food made from scratch. The product portfolio centers on YO MI VE (a proprietary yogurt/milk/vegan-based soft serve ice cream in Ultimate and Pro variants) and Organic Coffee Blends. All products are prepared in-house with a focus on fresh ingredients and no artificial additives. Nutritional information is accessible via a PDF menu and the v-thru mobile application. Pick operates multiple branch locations across Kuwait and Saudi Arabia, with headquarters in Ardiya, Kuwait.

Differentiator

Problem solved

Functional benefit

Products and services

• YO MI VE Soft Serve Ice Cream Proprietary soft serve ice cream offered in yogurt, milk, or vegan bases in Ultimate and Pro variants, made from fresh ingredients with no artificial flavors or colors. Targeted at health-conscious consumers and positioned as a new level in soft serve ice cream.
• Organic Coffee Blend Medium to Dark Roast organic coffee blend offered as part of Pick's healthy food and beverage menu for in-branch consumption and takeout.
• Nutritional Menu (Document) Complete nutritional information menu available as a PDF document, accessible via the Pick website (site.pick.com.kw/menu.pdf) and the v-thru mobile application, providing full ingredient and nutritional transparency for all Pick products.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Freshii: Health-focused fast-casual chain offering salads, wraps, bowls, and frozen yogurt. Comparable in health-forward positioning and fresh-ingredient menu philosophy, though broader menu.

Direct peers

• Menchie's Frozen Yogurt: Self-serve frozen yogurt franchise with international presence including in the Middle East. Directly competes in the same product category and similar target customers as Pick.
• Pinkberry: Global frozen yogurt chain offering customizable tart and sweet flavors with toppings. Directly comparable to Pick's YO MI VE soft serve concept and health-forward positioning.
• Tutti Frutti Frozen Yogurt: Frozen yogurt franchise with established presence across Asia, Middle East, and the Americas. Comparable as a multi-region frozen yogurt chain with franchise-driven growth.
• Yogurtland: Self-serve frozen yogurt franchise with pay-by-weight model and a wide flavor rotation. Comparable in product category (frozen yogurt) and franchise-led multi-region expansion model.
• Red Mango: Frozen yogurt and smoothie chain emphasizing all-natural ingredients and probiotic yogurt. Closely matches Pick's from-scratch, health-focused soft serve offering.

Broad incumbents

• Cold Stone Creamery: Established premium ice cream franchise with global footprint. Overlaps with Pick's YO MI VE soft serve category but serves a broader indulgent dessert market rather than health positioning.
• Baskin-Robbins: World's largest ice cream specialty shop chain, with strong Middle East presence. Competes for the same dessert occasion but with much broader brand portfolio and scale.
• Booster Juice: North American health-focused chain specializing in smoothies, juices, and light food. Similar health-conscious target customer and ingredient-quality positioning as Pick.
• Häagen-Dazs: Premium ice cream brand with cafés globally including Middle East. Competes in the frozen dessert occasion though positioned as premium indulgence rather than health-focused like Pick.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pick_kuwait

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pick