|10 February, 2020

Dubai-based AWJ Investments plans global expansion of restaurant brand

The popular restaurant chain will be rolled out across multiple locations in the world’s most famed culinary destinations

Chickpea-based hummus and falafel at the famed Abu Shukri restaurant in Jerusalem's Old City August 20, 2017.

Chickpea-based hummus and falafel at the famed Abu Shukri restaurant in Jerusalem's Old City August 20, 2017.

Reuters/Ammar Awad

Dubai-based AWJ Investments, a fast-growing food & beverage holding group, said it will open Operation: Falafel restaurants in New York, London and Paris – with the first expected in the second quarter (Q2) of 2020 in the Big Apple.

The brand’s first opening outside the Middle East marks the latest ongoing success story both locally and regionally for AWJ Investments, a proudly home-grown Dubai company that currently runs eight unique culinary concepts across 24 outlets in the Middle East.

The popular restaurant chain, known for its modern twist on casual Middle Eastern street food, will be rolled out across multiple locations in the world’s most famed culinary destinations, New York, London and Paris, following diligently selected franchise partnerships with a plan to sign 400 units by 2022 across the world.

Carefully taking into consideration lifestyles in the Western Market and building on the success of the popular casual dining format from the GCC region, AWJ Investments have adapted a quick serving concept to fit time-conscious consumers along with an exciting menu tailored to these tastes and dining trends.

Manhal Naser, CEO and co-founder of AWJ Investments, said: “We’re incredibly proud of the regional success of Operation: Falafel and we know that the time is right to take the brand into unchartered international markets. Being a UAE home-grown brand and moving into the western market is almost unheard of and we’re excited to be one of the first.”

“In the region we see many global F&B concepts coming into Dubai but rarely see the opposite, a local brand taking international markets by storm. We’re proud to mark this change.

“Our challenge was to find the right investors and operators to work with - people who share our values and vision for the brand. We have taken the time to get everything in the right place as we will never compromise on quality and consistency – when someone enjoys one of our falafels in New York, London or Paris it must be just as good as in Dubai,” he added.- TradeArabia News Service

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