Article
Franchise Focus: How Mamoun's is taking Middle Eastern food mainstream
With 14 franchises under development, Hussam Chater, director of franchising and co-owner of Mamoun’s, plans to grow the brand to 200 by 2020
November 14, 2016
New Yorkers have been eating falafel, shawarma, hummus and baba-ghanouj from Mamoun's Falafel Restaurant since 1971, when Mamoun Chater, a Syrian immigrant opened it. His sons now run the Middle Eastern concept, which has four corporately owned units and reported $1.35 million AUV this year at its first franchised location.
With 14 franchises under development, Hussam Chater, director of franchising and co-owner of Mamoun's, plans to grow the brand to 200 by 2020. Chater discussed the brand's strategy with FastCasual.com.
What do you look for in afranchisee?
Passion for the brand, its history and authenticity; interest in the growth of the Middle Eastern and ethnic foods fast casual segment; previous multi-unit QSR or fast casual experience at restaurants with high AUV and revenue per square foot; willingness to purchase a minimum of five units; people willing to roll up their sleeves and get in on the ground floor of a restaurant concept that's poised to be a leader in a fast growing segment; people committed to achieving operational excellence by investing in strong leaders and creating a culture where all products and services will be delivered 100 percent to standard 100 percent of the time.
What requirements (funding) does it take to become a franchisee?
$500K or more in liquid capital.
What types of technology do you use to help run the business?
Currently using NCR Aloha POS. We are also working on a custom POS program with Micros, with a planned roll-out in 2017. Mamoun's is piloting an inventory system known as Compeat and intends on creating an online dashboard/portal to help manage franchisee restaurant opening tasks and schedules, provide franchisees access to manuals and training materials, and serve as a communication hub between franchisees and corporate.
What types of programs/platforms do you have in place to ensure food safety?
Mamoun's strongly believes food safety is an integral part of quality. Mamoun's has an in-house food safety officer to oversee the food safety processes for all items produced by the commissary. The food safety officer has over 30 years of experience in the food processing industry and is certified in GFSI, BRC, and HACCP management. This position is responsible for auditing all facilities involved in the production of our products in order to ensure compliance with the highest food safety standards.
In addition, Mamoun's contracts with an external consultant with extensive experience in FDA regulations and BMP. At the franchisee level, Mamoun's requires in-house food safety certification for all kitchen staff, kitchen managers, and general managers. In addition, Mamoun's supports and encourages staff to be locally certified in food safety by offering to pay for courses and employee time during the certification process.
What is your growth plan over the next five years?
250-500 units in the top 40 major U.S. media markets through corporate development and franchising.
Why should a franchisee consider opening a Mamoun's?
Franchisees would be purchasing a proven 40-year legacy concept with a great product (the best and first falafel in New York City with consistent quality, authentic traditional recipes, and high standards), proven operational systems (the brand is known for its quick and consistent service); great unit economics and a great story.
