BESHQOZON

CONTEXT

In Uzbekistan, plov is a cultural code of unity and tradition

Founded in 1999, Beshqozon grew into the market leader but was still seen as a single local restaurant

Main barriers: perception tied to Yunusabad branch, stereotype of “too expensive,” no brand identity or scalable system, copycats inside and outside Uzbekistan

CHALLANGE

Transform Beshqozon from a popular spot into the first national fast-casual plov chain

Break stereotypes and build a scalable identity for growth

STRATEGY

Core cultural insight: plov is always shared from hand to hand

Central brand idea: Plov — it’s us

Key brand system: five-circle logo (unity & harmony), modern typeface inspired by Uzbek design, reimagined patterns rooted in tradition, scalable formats — Express, Delivery, Catering, Festival

LAUNCH

Rebrand unveiled at the country’s largest food festival

20,000+ guests engaged through installations, tastings, and a Coca-Cola collaboration

For the first time, Beshqozon positioned itself as a cultural platform

RESULTS & OUTLOOK

Shifted perception: no longer just a local restaurant but a fast-casual chain

The “expensive plov” stereotype was broken; prices now seen as accessible

Next steps: opening the 5th branch, first food court format, and airline partnership. Foundation built for national expansion

CONCLUSION

Beshqozon evolved from a local legend into a modern cultural platform

A brand that unites heritage, scale, and the future of Uzbek cuisine