Food-tech transformation: From US startup to Middle East market expansion

When a venture-backed US dark kitchen operator targeted simultaneous expansion into UAE, Saudi Arabia and Kuwait, they faced formidable obstacles. With no established regional presence and the need to grow, the stakes were exceptionally high. After evaluating several global advisory firms, including a "Big Four" candidate, they selected our boutique practice—recognising that our agility, personalised approach and round-the-clock availability would deliver what larger firms could not: speed without sacrificing quality.

Jill shared the example of a UK headquartered company, undergoing rapid international expansion, facing a common yet complex challenge: how to remain locally compliant in new markets without friction or loss of agility. Without dedicated staff in the UK (aside from a sales and operations lead), the US based parent firm needed a fully outsourced solution for its US entity that could cover everything from VAT and corporation tax to payroll, audit, and statutory filings.

Through the power of the Alliance, PM+M were able to step in and deliver end-to-end services locally, but critically, they did so while able to integrate directly into the client’s global systems. By leveraging the same cloud-based tech stack as their U.S. counterparts, complete with embedded AI for data integrity, invoice automation, and real-time reporting, they ensured compliance without sacrificing efficiency. “It’s not just a tick box exercise for tax,” shared Jill, “it’s about giving clients insights and local expertise.”

Jill shared another example of a flooring company expanding into Switzerland for installation work. While shipping goods would not require VAT registration, the provision of products on-site triggered new obligations. Within days, PM+M connected the client with their Swiss counterpart, Haussmann Treuhand, another Praxity member, who handled registration, submissions, and compliance. When the same client expanded into Ireland, the Alliance was able to step in again, this time to manage full outsourcing, through McInerney Saunders in Ireland.

These cross-border collaborations aren’t commissioned or white labelled, but rather offered as is the spirit of Praxity, with reciprocity and trust. Each firm maintains its independence, engaging directly with clients, with visibility through cloud platforms. The absence of shared revenue between firms ensures that recommendations are driven by capability, and not borne out of a commercial obligation.

The client's multi-jurisdictional entry presented intricate challenges:

• Regulatory complexity: Each country required distinct licensing structures, ownership arrangements, and compliance frameworks
• Financial architecture: No existing regional banking relationships, accounting systems, or reporting mechanisms
• Tax optimisation: Need for sophisticated structuring to manage cross-border transactions efficiently
• Operational hurdles: Essential back-office functions needed immediate implementation during the critical growth phase

Rather than providing standardised services, we embedded ourselves as an extension of the client's team:

Strategic financial leadership

• Truly embedded partnership: Delivered partner-level financial leadership from day one, with 24/7 availability that larger firms typically reserve for their biggest clients
• Seamless time Zone integration: Maintained continuous operations across US and Middle East time zones, with team members working flexible hours to ensure real-time communication
• Cross-border coordination: Facilitated immediate alignment between US headquarters and regional operations through dedicated communication channels

Tax & structural optimisation

• Holding company architecture: Engineered UAE-based regional headquarters leveraging favourable treaty networks
• VAT efficiency: Implemented strategic grouping structures, reducing compliance burden
• Transfer pricing framework: Developed comprehensive documentation with practical implementation protocols
• Future-proofed structure: Incorporated contingency planning for evolving regional tax landscapes

Operational excellence

• Systems implementation: Deployed cloud-based financial infrastructure integrating US GAAP requirements with local reporting standards
• Process design: Created comprehensive financial workflows balancing control requirements with operational efficiency
• Knowledge transfer: Conducted structured training programs ensuring seamless transition to in-house capabilities

Our approach delivered distinct benefits impossible to achieve with larger, less flexible advisors:

• Rapid response: Decision-making measured in hours, not days or weeks
• Senior involvement:  Partners and senior managers directly involved in the engagement
• Cultural intelligence: Deep understanding of both Western business expectations and local market realities
• Adaptive approach: Services evolved organically as client needs shifted from establishment to optimisation

Seven years later, the partnership continues to deliver exceptional results:

• Financial efficiency: Significant tax optimisation through strategic entity structuring
• Accelerated timeline: Market entry achieved faster than industry standards
• Streamlined reporting: Month-end close process reduced from months to weeks
• Compliance excellence: Spotless regulatory record maintained across all jurisdictions
• Sustained growth: Evolution from startup to regional leader with multi-country expansion
• Operational reliability: Robust systems maintaining exceptional accuracy despite high transaction volumes

Today, as the client stands among the region's dominant food-tech operators, our continuing advisory role illustrates the value of selecting the right-sized partner. While larger firms might have offered recognised brand names, they simply could not match our boutique practice's hallmark attributes: personalised service across time zones, rapid response regardless of the hour, and a consistent team that truly understands the client's business inside and out.

This case demonstrates how specialised advisory firms can deliver extraordinary value by becoming true partners in their clients' success journeys—providing not just technical solutions, but the speed, commitment and cultural intelligence essential for conquering challenging new markets.

For further information visit: www.obliqueconsult.com/about-us

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