From Dubai to Sydney, Just Falafel now in Australia
Attempts to revolutionize fast food.
Just Falafel brings its authentic inspired eating and world famous falafels to Sydney, offering a healthier take on fast food.
The chain has been growing since opening its first location six years ago. From a single restaurant in Abu Dhabi, it now has 52 restaurants opened in 18 countries, including Canada, Turkey and United Kingdom. With 902 more outlets already signed and agreed to.
It now expands to Australia with the help of local company Sherkawi Group International, opening its first store in Parramatta, New South Wales last month. The group told QSR Media that they plan to open a total of 7 restaurants in the Sydney area this year alone, namely at Sydney Central Business, Newtown, Bondi Junction Chatswood, and Bankstown.
"Australia is a great market for us as we can see that there is a growing trend in the country towards more nutritious, fresh, local and ethical food options. We source all our ingredients locally, are 100% vegetarian and offer made-to-order meals that fit this expectation," explained Maisa Mannila, Marketing Director, Just Falafel. Sherkawi was a good match for the chain's expansion to the country, she pointed out, especially with the group's experience in the Australian market.
Just Falafel combines three things --- fast, healthy and casual --- a rising trend worldwide. Its concept, according to Mannila, stemmed out from the desire of founder Mohamad Bitar to offer authentic, nutritious, vegetarian and fresh falafel based sandwiches with a modern twist to cater to the tastes of the multiethnic audience in United Arab Emirates.
"Our concept is based on being able to serve 'just' or 'right' food to people. We offer good food fast. We want to show people that it is possible to get a quick meal that is healthy, nutritious and good for you and that you don't have to compromise on quality to get served quickly."
The concept is 100% vegetarian and although a niche market, its success internationally can be attributed to the chain's menu which brings together flavours from all over the world such as the Indian, the Greek and the, to name a few. An aspect which attracted Sherwaki to the brand.
"The demand for health conscious quick meal is increasing sharply in Australia, people are sick of having junk food and looking for healthier food to enjoy. Australia is multicultural country having people from different nationalities so Just Falafel created falafel wraps from original, Asian, Mexican, America, Australian," said Ahmad Sherkawi, Director, Sherkawi Group International.
Originally a distributor of beverages, toiletries and groceries, the group noted that it will be utilising its team of skilled professionals and formidable network to ensure success of the brand in the country.
Mannila noted that the brand has relied quite heavily on social media to grow and have been able to capitalise on the organic interest it has received over the years. She emphasised that it will focusing on digital but will further assess any market specific requirements in Australia.
