Dubai’s Operation Falafel to expand to New York, London, Paris

Dubai-based Food & Beverage (F&B) group, AWJ Investments, plans to launch the restaurant brand Operation: Falafel in key global cities, it announced on Monday.

Operation: Falafel is expected to be rolled out across multiple locations in the cities of New York, London and Paris – with the first unit expected in Q2 2020 in the Big Apple, a statement said.

The company plans to launch 400 units globally by 2022.

“Being a UAE homegrown brand and moving into the western market is almost unheard of and we’re excited to be one of the first,” said Manhal Naser, CEO and co-founder, AWJ Investments.

“Our challenge was to find the right investors and operators to work with – people who share our values and vision for the brand. We have taken the time to get everything in the right place as we will never compromise on quality and consistency – when someone enjoys one of our falafels in New York, London or Paris it must be just as good as in Dubai.”

AWJ Investments currently operates eight unique culinary concepts across 24 outlets in the Middle East.