Just Falafel

Just Falafel operates on a single dream – to revolutionise the world of fast food. Working on the core concepts of delicious food and high nutrition, the company focuses on blending flavours and transcending borders. Since its first branch in Abu Dhabi, UAE in 2007, the company has experienced phenomenal success across seven countries and continues to grow.

The company’s chief executive officer and brand originator Fadi Malas considers this concept his dream. In a recent interview with Food Manufacturing Journal–Middle East and Africa, he shares his journey and his aspirations going forward.

What is the core concept of Just Falafel? How diverse are your product offerings?

Just Falafel is our dream of revamping the current concept of fast food in the region, with great flavours, healthy food and socially-conscious behaviour. We focus on just the right ingredients – smart positioning, brand equity, strong growth, great reputation, commitment to quality, robust franchise systems and innovative menus.

We offer 100% vegetarian meals made-to-order from fresh vegetables and premium materials in the form of sandwiches, burgers, wraps, bites, sidelines and dips. For the more health conscious, we offer baked falafels and whole-wheat breads which take away nothing from our fried alternatives —just adds more flavour and punch. We have zero preservatives in our sandwiches and our dressing sauces are all fresh.

We offer 12 different types of sandwiches, ranging from original to American, Italian, Greek, Indian, Mexican and Japanese. Our dips include the original Tahina sauce, Mexican salsa, spicy Indian, pesto mayo and the traditional cocktail sauce.

Did you choose falafel as a core ingredient because of its regional appeal? From where is the sourcing done?

Falafels have be en a round for centuries. We felt that this particular food was not given enough importance to adapt it to the 21st century lifestyle. This is not only one of the oldest foods, it is also healthy, nutritious and highly delectable as a meal or a passing snack.

We source our ingredients not only from the best suppliers but also the most responsible ones who are not just high on quality but on ethics, tNike Series