Operation: Falafel bites into the Saudi F&B market

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Staff Report

Dubai: Journeying from UAE to Saudi Arabia, Operation Falafel is gearing up for a 2018 takeover of Saudi’s most popular areas.  Plans to expand follow suit from its successful launch this year in October, with its first branch in Riyadh’s Rubeen Plaza. The Middle Eastern street-food brand’s next destination is Dammam as it collaborates with ETE Group for the Al Shatea project in the Eastern Region.

To cater to the Saudi audience, new and creative dishes were added to the menu. A play on traditional Saudi Kabsa, topped with either Chicken Shawarma or Beef Shawarma, and a 37cm chicken shawerma, aptly titled ‘Al Emlaq’ which translates to ‘giant’, are just a few of the new menu additions that the region can and will be able to indulge in. ‘Shakkelha’, which is a 15-sandwich bundle including five chicken shawarmas, five beef shawarmas and five falafel pitas, has also been added to the menu for Saudi, along with popular UAE menu items including crispy falafel, fresh salads, freshly baked manaeeesh, wraps and shawermas.

“Introducing our beloved neighbours to the Operation: Falafel menu was the ideal pathway for us to tread on international grounds with aims for expansion,” states Manhal Nasser, Group CEO of AWJ Investments.

Further added, “Our goal is to open 4 more branches in Saudi Arabia by the end of 2018 and hopefully, cross over international waters to spread the word on delicious, affordable Middle Eastern cuisine.”