Franchising

Operation: Falafel opens first NYC location

Provided

August 5, 2021

AWJ Investments has opened Operation: Falafel's first international location in New York City, at 232 7th Avenue in Chelsea, Manhattan, according to a company press release.

Operation: Falafel, a fast casual serving fresh Middle Eastern street food, has seen success within its first month, with sales exceeding targets by 40% within the first week.

AWJ Investments plans to open more stores across the Big Apple, including 10 in downtown Manhattan and is signing a further 350 units throughout the U.S. by 2023, with California also being a focus. Operation: Falafel also plans to open in France and the U.K. in the coming months.

"With the United Arab Emirates celebrating 50 years of prosperity, development, and inclusivity we wanted to pay homage to our home and continue to break molds as a proud UAE homegrown pioneer moving into the western market," Manhal Naser, group CEO and co-founder of AWJ Investments, said in the release. "Customer feedback has been exceptional, in terms of flavor, the quality and freshness of our dishes as well as value for money. By remaining authentic to our brand roots, we are able to achieve a perfect balance that provides customers a healthy, delicious, affordable and on-trend dining experience in an effective operational model. We're looking forward to welcoming more customers into our new location."

AWJ Investments, located in Dubai, UAE, is a hospitality investment firm established in 2013.