AWJ Investments to expand homegrown UAE F&B concept to Europe and the USA

AWJ Investments to expand homegrown UAE F&B concept to Europe and the USA

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AWJ Investments will expand Operation Falafel restaurants in three global capitals: New York, London and Paris. The first expected in Q2 of 2020 in NYC.

The brand’s first opening outside the Middle East marks the latest ongoing success story both locally and regionally for AWJ Investments, a homegrown 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. 

Manhal Naser, CEO and cofounder 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 homegrown 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.” 

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