Home grown street food chain operation: Falafel sees 33% growth in delivery services

Dubai’s much-loved Arabic eatery Operation: Falafel has kicked off to a strong 2022. Owned by AWJ Investments, the brand has mastered its offering of a contemporary take on traditional Arabic street food flavours, and is seeing a significant growth of 33% in terms of accelerated delivery. Furthermore, delivery aggregators have confirmed that Operation: Falafel is one of the top performing brands with customer retention and conversion rate currently at approximately 60%, the common market rate is 25%-30%. 

The brands’ consistent growth is a tribute to its ability to shift business priorities in response to changing market needs. Operation: Falafel is moving full steam ahead and will continue investing in innovative technology solutions that allow for continued expansion of delivery zones as well as an enhanced 10–12-minutes delivery timeline. Delivery areas are currently at 118 across the city of Dubai.  

Commenting on the success, Manhal Naser, Group CEO of AWJ Investments said, “We are proudly Dubai-born, and I’m extremely pleased with the growth and expansion of Operation: Falafel. At AWJ, we aim to curate unique F&B concepts that nurture and enrich people lives. It is our mandate to provide customers an authentic dining experience and a complete menu of delicious Middle Eastern food and beverage options. We are elated to now be able to offer this experience not only in the UAE & Saudi Arabia, but also in International Markets.” 

Moving forward, Operation: Falafel has a series of five outlets set to be established throughout UAE and Saudi Arabia in 2022, along with the opening of its first unit in London, UK. Post it’s US debut in June 2021, Operation: Falafel is set to also drive the US franchise further, with 9 additional units committed in NYC soon. 

About AWJ Investments 

AWJ Investments is a fast-growing Food & Beverage Holding Group that owns and grows home-grown Middle Eastern, Mediterranean and International dining concepts. Exploring global opportunities, AWJ recognizes the potential of a rapidly evolving Food & Beverage market, with the aim of acquiring and growing brands that are internationally recognized and loved. Founded and headquartered in Dubai; AWJ set out on its culinary journey with five unique concepts – all strategically located across popular tourist and dining destinations in Dubai and have now expanded into the Kingdom of Saudi Arabia through owned and franchised locations. AWJ now plans to continue to travel and explore Markets across Europe, North Africa and the USA, experimenting with new tastes and old, and infusing traditional flavors with a fusion of traditions.