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Top 100: Restaurants - I Dream of Falafel

I Dream of Falafel is number 35 on our list of 2014 Top 100: Restaurants.

February 8, 2015

I Dream of Falafel is number 35 on our list of 2014 Top 100: Restaurants.

With five stores in operation and plans to add up to three more by 2015, this Chicago-based Mediterranean concept is thriving. In an effort to stay fresh, the chain is revamping the brand with a new look and menu this year that includes healthier options, said Co-founder Imran Kasbati. 

“We felt our brand was lacking brand equity with our current look. We wanted a refreshed look to the brand, gearing and educating customers on the health aspect of the Mediterranean diet,” Kasbati said. “We have a funny and whimsical name, so the challenge is to show that we are serious about what we serve. And I think we will accomplish that with our new look.” 

As for the new menu, one of the main challenges in a create-your-own concept is to make sure every combination tastes great, said Kasbati, who pointed out that the Mediterranean diet is still new to a lot of customers. Since educating them on how flavors work together is so important, the chain recently implemented a chefinspired menu that helps new customers with the ordering process. “We limited some of the options, yet broadened our menu with healthier options that enables customers to create a different meal,” Kasbati said. 

New menu additions include Organic Chickpeas Quinoa Salad, Greek Yogurt Tzatziki Salad, organic hummus, organic salads, cage-free chicken, organic falafels, several gluten-free options and vegan items.