Dubai-based Just Falafel, one of the Middle East’s most dynamic emerging restaurant brands, launches in London with its flagship store opening in Monmouth St, Covent Garden, November 2012.
The founders of Just Falafel are keen to bring their regional phenomenon with global aspirations to the UK market, aiming to deliver unique flavours ranging from Indian to Mexican, alongside Just Falafel’s biggest seller, the “Original,” a traditional Middle Eastern wrap.
“At Just Falafel’s High St Kensington headquarters, we are receiving more than 100 franchise enquiries each week. The challenge is in securing suitable A3/A5 storefronts to meet our expansion objectives,” said Just Falafel’s CEO, Fadi Malas. “The growing popularity of falafel as a nutritious, vegetarian alternative will make Just Falafel a sure-fire hit in London’s cosmopolitan food capital.”
“Increasingly, people on the move are looking for a healthy alternative to fast food, seeking menu choices that incorporate locally sourced ingredients, and which are freshly prepared by people who care. This is the Just Falafel ethos,” added Malas.
Just Falafel’s London operation has its very own central kitchen to satisfy demand for its hand-crafted falafels, and private tastings can be arranged for all serious franchisers. Co-founder Malas, an entrepreneur with family ties to England as well as Beirut, believes the UK is ready for Just Falafel and the company plans to roll out 200 stores over the next 5 years.
“Factors such as visibility of Emirates and Etihad Airlines in the UK and the allure of Dubai as a holiday destination has increased the affinity between these two markets, and as a homegrown success story from the UAE, Just Falafel aims to be the quick service restaurant of choice across the UK,” Malas concluded.
Currently, Just Falafel is in discussions with potential franchise partners to open multiple outlets across London and UK-wide, with stores opening in Cambridge and Exeter during 2013. Falafel’s popularity is on the rise globally, and research from the UK shows that it could be a serious contender to replace curry as the nation’s favourite food.