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12 Jul 2024 20:57

Experiential Marketing

Operation: Falafel executes its global growth strategy

Dubai-based, Operation: Falafel announced plans to expand its Middle Eastern street food brand through participation in the UK’s annual Takeaway & Restaurant Innovation Expo, that took place on the 27th and 28th of September 2016 at Excel London. The emerging fast casual brand offers authentic, Middle Eastern street food such as Falafels, Chicken and Beef Shawermas at affordable prices, making it a favorite of all ages, backgrounds and palates.  Now with a proven operations system in place and a strong demand within the fast casual segment, Operation: Falafel is expanding outside the UAE, into the MENA region and Europe, with its first U.S. location launching in 2017. 

Manhal Naser, CEO and Co-Founder of parent company, AWJ Investments, explains, “Operation: Falafel has experienced a tremendous level of success.  Our strategy of entering into license agreements with highly qualified, experienced restaurant operators that have broad geographic capabilities is proving to be an excellent way to expand internationally. We are anticipating the opening of our first location in the US next year and are happy to have joined industry professionals at this prestigious event in hopes of solidifying a partnership with an established UK operator.”

Operation: Falafel was founded on the vision of creating a global brand that would cater to leading markets. The scalable business model and fresh ingredients contribute to Operation: Falafel’s adaptability and high growth potential. After launching their first location in Dubai, the 1,900 square foot unit saw an impressive annual sales of just over $3 million. Now with almost three years in operation, Operation: Falafel is approaching 10 locations in the UAE, and their sights are set on going global.

“We take pride in the quality and consistency of our offering and the ability to cater to a variety of diners and lifestyles. Our atmosphere is friendly and casual, and our motto, “street food is for everyone” aligns with our mission of creating fresh food and an affordable price for the world to enjoy. It is with this mission in mind that our expansion initiatives ignite,” concluded Naser.

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