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29 March 2024

How Japanese version of falafel went from Dubai to Turkey via Lebanon

Safa’a Fares is at the heart of Just Falafel's expansion. (Supplied)

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By Staff

Hailing from Beirut, Safa’a Fares has had countless experiences of enjoying falafel – the vegetarian, chickpea- and fava-based snack – but encountering a Japanese version of a falafel sandwich on a trip to Dubai was a life-changing experience.

Encouraged by a group of friends in 2012 to try Just Falafel’s global range of menu choices – Mexican, Italian, Indian and even falafel burgers, Safa’a was thrilled that the traditional food of her childhood and country was undergoing an evolution.

“As far as I was concerned, there was only one type of falafel sandwich.  On my first visit to Just Falafel, I was overwhelmed by the choice of sandwiches on the menu, and even more surprising was that each sandwich tasted amazing,” Safa’a recalled.

“I thought to myself, finally someone has innovated in this food category.  True, Just Falafel is a simple name, but the complexity of the menu offering was so complete, bringing international kitchens under one roof.”

Spotting a hot opportunity, Safa’a contacted Just Falafel’s management and applied to bring the brand to Beirut as its first franchise in Lebanon.

Since opening in August 2012, Safa’a has woked closely with other franchisees in Lebanon, and with three stores open, three more in the pipeline and up to 24 Just Falafel outlets expected in the country by 2014, the response has been tremendous.

“On the one hand, falafel is a very popular meal in Lebanon, but it’s also a very fragmented meal, meaning you don't find the consistency across the country in this food category.

“Also, no one else in the Lebanese market, or the world for that matter, offers the innovative menu that Just Falafel has,” states Safa’a.

“I think that for a lot of people now in Lebanon, in particular the younger generation, the much healthier options offered by Just Falafel are a huge hit.

“The response has been great, and customers are experiencing this traditional taste, in the Japanese sandwich, the Mexican quesadillas, the Italian and Indian sandwiches, and of course, the falafel burger.”

Safa’a is currently overseeing the roll-out up to 50 Just Falafel outlets in Turkey, and she is providing valuable, personal insight to franchise partners in Istanbul and elsewhere.