Just Falafel to expand across US and Canada

UAE company planning to open 160 stores over the next five years

Just Falafel has signed area franchise agreements with partners in New York City, New Jersey, Kentucky, San Francisco and the Greater Toronto Area.
Just Falafel has signed area franchise agreements with partners in New York City, New Jersey, Kentucky, San Francisco and the Greater Toronto Area.

UAE company Just Falafel is set to open up to 160 stores in the US and Canada over the next five years as it moves its overseas expansion to North America.

The company revealed it had signed area franchise agreements with partners in key locations including New York City, New Jersey, Kentucky and San Francisco in the US and the Greater Toronto Area in Canada.

To spearhead its plans, it had appointed Burger King Corporation executive Jim Joy as CEO of the newly-formed Just Green Restaurants, Just Falafel’s exclusive developer for New York.

Just Falafel CEO Fadi Malas said Just Falafel, which was established in 2007, had built a tremendous following and awareness “based purely on our love for and innovation of a traditional Middle Eastern food that appeals to palates around the world”.

“Just Falafel’s expansion in North America follows our other international success story in the United Kingdom, where we opened our first restaurant earlier this year,” he said.

He added: “Expanding in North America gives us the opportunity to capitalize 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 in this highly-competitive market.”

Joy, who had spent 30 years with Burger King, including the past 11 as head of sales, said falafel had been a traditional fast food in New York and other key North American cities for decades. Just Falafel had the recipes, expertise and business model to evolve this food category to the next stage of its development, he said.

“I am very excited to be joining Fadi and the team at such an important moment in the company’s growth story. The brand is really starting to get traction across the world and consumers love the product offerings.”

Faisal Al Saud, the founder of Just Green, Just Falafel’s developer for the New York area, also emphasised the significance of Just Falafel’s expansion into one of the world’s most sought-after consumer markets.

“With its diverse population and palates, New York is the most strategic entry point for Just Falafel into North America, and we are extremely proud to be part of the team which launches this new brand in the Big Apple,” he said.

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