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Just Falafel plans aggressive expansion
Nearly 160 outlets to be opened over the next five years.
January 9, 2014 3:36 by Muhammad Aldalou
Just Falafel, the restaurant chain that, according to its CEO Fadi Malas, has done to falafel what Starbucks has done to coffee, has announced it will introduce the brand in the West through massive expansion across Canada and North America.
The UAE-based company has signed new-area franchise agreements with different partners in key locations, including New York City, New Jersey, Kentucky and San Francisco in the US and the Greater Toronto Area, in Canada.
In total, the five new-area franchise agreements will mean up to 160 new Just Falafel restaurants in North America over the next five years.
Commenting on the company’s international expansion, Malas says: “Just Falafel’s expansion into North America follows other international success story in the UK, where we opened our first restaurant earlier this year.
Expanding into North America gives us the opportunity to capitalise on the growth of the world’s largest consumer market. I am very pleased to be implementing our growth strategy in North America with Jim Joy at the helm of our development arm for New York. He brings valuable expertise and significant industry experience that gives us the confidence to expand into this highly competitive market.”
Jim Joy, who spent more than 30 years in Burger King Corporation, has been appointed CEO of the newly formed Just Green Restaurants, Just Falafel’s exclusive developer for New York.
Joy says falafel has been a traditional fast food in New York and other key North American cities for decades, and Just Falafel has “the recipes, expertise and business model” to evolve this food category to the next stage of its development.
Faisal Al-Saud, founder of Just Green, notes that New York is the most strategic entry point into North America.