Operation: Falafel is aiming for a 2018 takeover of Saudi’s most popular areas. Plans to expand follow on from its launch last 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 partners with ETE Group for the Al Shatea project in the Eastern Region.
To cater to the Saudi audience, new dishes were added to the menu. A play on traditional Saudi kabsa, topped with either chicken shawarma or beef shawarma, and a 37cm chicken shawarma, titled Al Emlaq which translates to giant, are just a few of the new menu items.
Shakkelha, which is a 15-sandwich bundle including chicken shawarmas, beef shawarmas and falafel pitas, has also been added to the menu for Saudi Arabia, along with existing UAE menu items including falafel, salads, freshly baked manaeesh, wraps and shawarmas.
“Introducing our beloved neighbours to the Operation: Falafel menu was the ideal pathway for us to tread on international grounds with aims for expansion,” said AWJ Investments Group CEO Manhal Nasser.
“Our goal is to open four 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.”