The Dubai-based company has taken its first step outside of the region. It has opened a 60-seat outlet in Manhattan, a city famous for its falafel stands.
Operator AWJ Investments says Operation: Falafel New York exceeded its targets by 40 per cent during the first seven days. The menu has been adjusted for the Western market, said AWJ. Staples such as shawarma, pitas, bowls, salads, hummus and falafel remain on the menu.
Manhal Naser, Group CEO and Co-Founder of AWJ Investments, said: “With the UAE celebrating 50 years of prosperity, development, and inclusivity we wanted to pay homage to our home and continue to break moulds as a proud UAE home-grown pioneer moving into the western market. Our goal following the onset of the pandemic was to continue with our global expansion, which we have successfully completed with the opening of our New York location. We are thrilled to still be in a position to share real Middle Eastern street food with the world, taking a monumental step into western markets. We’ve seen an increase in interest in franchise opportunities, proving the success of the dine-in and delivery concept in the market.”
