UAE-born Operation: Falafel opens in the UK


October 3, 2022 | By RetailME Bureau

UAE-based Arabic eatery Operation: Falafel, which is part of AWJ Investments, has expanded its footprint into the UK with its first-ever outlet in London. This marks the brand’s entry into the European market following the launch of its first restaurant in the US in 2021.

Located in the Camden area in London, Operation: Falafel will be offering a contemporary take on traditional Arabic street-food flavours through a variety of items such as vegan moussaka, chicken and beef shawarma pitas, shawarma bowls, hummus and of course falafels.

As UAE-born Operation: Falafel opens in the UK Manhal Naser, Group CEO of AWJ Investments said, “This is another great milestone in the Operation: Falafel journey. We are thrilled to be able to provide this experience not only in the UAE and Saudi Arabia, but also in overseas markets. Currently, the European F&B industry is thriving and has significant growth potential. We saw a high demand and acceptance of Middle Eastern cuisine in the UK market and thus, decided to fill the gap in a way that is suitable to the Western consumer lifestyles.”

Operation: Falafel is moving full steam ahead, with nine more locations set to open in London over the next five years. The brand’s consistent growth demonstrates its ability to provide customers with an authentic experience in a format relevant to all markets.

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