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Just Falafel launches London operation

07 | 02 | 13

Dubai-based restaurant brand Just Falafel has fitted kitchen equipment into its debut London branch as a it plans further expansion across the UK, with plans to open several new sites across the country over the coming years.

The firm opened its first establishment in Dubai in 2007 and has gown from strength to strength in the nation since then, opening a fleet of eateries across Abu Dhabi and the United Arab Emirates - it now hopes to make its mark on the lucrative European fast food market.

Chief executive officer Fadi Malas said: "With our central kitchen now fully operational in Covent Garden and two additional London locations under construction, and a more than ten stores in the pipeline, Just Falafel plans to satisfy the UK's growing appetite for fresh, healthy dining choices in 2013."

Falafel has been around for more than 1,000 years and is extremely popular in the Middle East, with a growing number of UK fast food outlets now offering the vegetarian dish.

In addition to offering falafel, the brand has a range of menu options encompassing Indian, Mexican, Italian and Japanese cuisine.

Just Falafel has 19 stores across the United Arab Emirates, and has now sold a total of 650 franchises across 14 countries - these will be rolled out over the next five years.

However, it is especially concerned with its London operation - Mr Malas indicated that the English capital's status as a prestigious site with an international reputation is ideal for building up the fledgling brand's profile.

"Obviously we have done our mapping and have a clear strategy, however, one of our strengths is remaining nimble and responding to our clients and their needs," the Just Falafel chief declared.

The Coffer Peach Business Tracker recently revealed that London restaurants performed better than their regional counterparts in 2012.ADNFCR-16001031-ID-801536599-ADNFCR

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