Just Falafel, one of the Middle East’s fastest-growing brands, has grown from two modest storefronts in Abu Dhabi in 2007 to a franchised operation with more than 300 paid-up agreements in place across the GCC and Levant, and dynamic international expansion planned for 2012.
Under the direction of CEO Fadi Malas, who has extensive prior experience in private equity, Just Falafel in 2012 will have more than 25 operational outlets across the UAE selling handcrafted falafels, including prime locations in Mall of the Emirates, Dubai Mall, and Deira City Centre. Malas’ team has secured an additional paid franchises in Saudi Arabia, Qatar, Oman, India, UK, Lebanon, Jordan, and Kuwait, with Just Falafel recording profits of more than AED 7 million for 2011 from a turnover of AED 2.6 million in 2010.
“Just Falafel took the idea of a humble, regionally popular food, developed a number of international flavor varieties appealing to different palates, and is turning it into a global phenomenon through quality, value and service. Potential franchise partners have recognized the success of the Just Falafel formula, and we’re currently seeing strong demand from the UK, India, and Canada – all of these markets are key growth destinations between 2012 – 2015,” said Just Falafel CEO Fadi Malas. “By investing in our human capital, we’ve recorded our first-ever profitable year and Just Falafel’s objective is phenomenal growth over the next two calendar years so that we have the option of a public listing.”
Attracting seasoned management and quality franchise partners is a key goal for Just Falafel, with the company rolling out a share option scheme which will see up to 20% of the company’s shares being included in employment and franchise packages. Franchisees will also receive a significant share allocation as part of their role in fulfilling Just Falafel’s human capital development plans.
“The UAE is our largest market at present, and our outlets in ENOC stations as well as at all major shopping mall food courts and in key residential areas will fuel Just Falafel’s growth here. Saudi Arabia, where we forecast around 100 outlets in the next three years, is a critical destination for us. New offices in London and expansion into India are also on the cards – we are receiving calls and emails daily from potential partners in both of those markets and others,” added Malas.
Just Falafel was founded in 2007 by a group of Lebanese, British, French and Emirati friends with the intention of creating a healthy, vegetarian fast food brand rooted in the traditions of the Middle East. 2012 will also see Just Falafel making a series of management appointments, and opening new offices in the UAE and elsewhere. The company was recently named as one of the UAE’s top 100 Dubai-based SME out of 72,000 companies.