Just Falafel confirms brand expansion into North America
- Up to 160 outlets to be opened over the next five years
- Jim Joy appointed to lead expansion in New York
Just Falafel, the UAE-based company that has propelled a traditional Middle Eastern food to global recognition, today announced plans to introduce the brand to the United States and Canada. The company has signed area franchise agreements with different partners in key locations including New York City, New Jersey, Kentucky and San Francisco in the US and the Greater Toronto Area, Canada. In total, the five new area franchise agreements will mean up to 160 new Just Falafel restaurants in North America over the next five years.
To support Just Falafel’s dynamic growth in the world’s largest consumer market, Mr. Jim Joy has been appointed as CEO of the newly-formed Just Green Restaurants, Just Falafel’s exclusive developer for New York. Mr. Joy joins Just Green Restaurants from Burger King Corporation, where he spent more than 30 years in a number of key roles, and most recently, he spent the last 11 years successfully managing sales operations. Further appointments will be announced in North America as Just Falafel activates its growth strategy there.
Fadi Malas, Just Falafel’s CEO, commented on the company’s landmark overseas expansion, stating, “Just Falafel has built a tremendous following and awareness based purely on our love for and innovation of a traditional Middle Eastern food that appeals to palates around the world. Just Falafel’s expansion in North America follows our other international success story in the United Kingdom, where we opened our first restaurant earlier this year. Expanding in North America gives us the opportunity to capitalize on the growth of the world’s largest consumer market. I am very pleased to be implementing our growth strategy in North America with Jim Joy at the helm of our development arm for New York. He brings valuable expertise and significant industry experience that gives us the confidence to expand in this highly-competitive market.”
Jim Joy said, “Falafel has been a traditional fast food in New York and other key North American cities for decades, and Just Falafel has the recipes, expertise and business model to evolve this food category to the next stage of its development. I am very excited to be joining Fadi and the team at such an important moment in the company’s growth story. The brand is really starting to get traction across the world and consumers love the product offerings.”
The founder of Just Green, Just Falafel’s developer for the New York area, also emphasized the significance of Just Falafel’s expansion into one of the world’s most sought-after consumer markets. “With its diverse population and palates, New York is the most strategic entry point for Just Falafel into North America, and we are extremely proud to be part of the team which launches this new brand in the Big Apple,” said Faisal Al-Saud.