Franchising

Operation: Falafel makes American debut

Provided

June 8, 2021

Dubai-based Operation: Falafel, a Middle Eastern street food concept, made its American debut last week in NYC at 232 7th Ave.

Founded in 2014, Falafel serves freshly baked pita bread; fried-to-order and house-made hummus. The culinary team re-engineers classic recipes to retain their integrity but play to the tastes of today's dining public, according to a company press release.

"We are embarking upon a huge journey and will open at least 10 units in the city of New York within the next two years and intend to sign a further 350 units throughout the USA over the next seven years," Manhal Naser, CEO and co-founder, said in the release. "With their diversity and love of bold flavors from around the world, New York is the perfect city for Operation: Falafel to flourish."

The restaurant's edgy and industrial interior is designed to inspire community and full immersion into the culture of the food, Naser said. It offers take-away, delivery and dine-in experiences, seating up to 57 guests in store. Energetic graphics are graffitied on the walls featuring the brand's story but also communicates the significance of the New York milestone in its global mission.

"It's a place where real food meets real people, no pretentious ingredients, no complex cooking methods, only simple Middle Eastern food served with a side of street credibility," Naser said.

The brand will open this month in Paris and will enter London in August.