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Just Falafel: Local flavour, global fervour

Concept Of Unhealthy Food

Just Falafel’s quest for international recognition is certainly gathering pace, but ‘world domination’, is, well, proving a little hard to swallow.

July 24, 2014 3:22 by

Just Falafel’s Founder and Managing Director, Mohamad Bitar, may well want his UAE-based vegetarian fast food chain to become the world’s biggest falafel franchiser, but is he biting off a little more than he can chew?

Yes, Just Falafel has more than 50 stores worldwide. And, yes, that number is expected to rise to 90 before the end of the year, but it seems not everywhere has taken a likening to the bite-sized Middle Eastern fried snack.

Take England’s capital, London, as one example.

Just Falafel opened its first flagship UK store in Fulham, Broadway, on December 17, 2013, and then apparently closed its shutters on June 18. Stores in Baker Street, Hammersmith, and Charring Cross closed soon after. It seems the British were not ready for chickpeas, fava beans, chia seeds and spices, after all.

A home-grown success it undoubtedly is, but falafel has a few more critics to win over before it can truly rule the world.

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