Awj , the Arabic word for pinnacle , is entirely apt when it comes to AWJ Investments , which has grown over just a few short years to become a key player within the Emirati restaurant industry . The company ’ s mission is simple – to lead international markets with unique restaurant concepts
Street food has been sold around the world by vendors since ancient times , but it ’ s a relatively recent trend that has seen the emergence of high quality offerings . According to thefoodpeople , the global food trends agency , street food is now consumed by an estimated 2.5bn people worldwide each day . One of the most ubiquitous forms of street food , and one that hails from the Middle East , is of course falafel .
“ AWJ Investments is an investment group which was founded back in late 2013 with a couple of concepts in mind . The main idea behind founding AWJ Investments was to introduce a very vibrant and effective system of change to the look of Arabic street food ,” explains Rami Nasr , Head of Procurement and Logistics .
Operation Falafel is the flagship brand of AWJ Investments , with the first branch opening in March 2014 at The Beach at Jumeirah Beach Residence ( JBR ). The Beach is a retail complex constructed on the actual beach in front of JBR , a waterfront community located against the Persian Gulf in Dubai Marina . “ Operation Falafel offers the authentic Arabic street food . Once you enter any of our Operation Falafel outlets , you feel the industrial and urban ambience with the interiors of the shops . Operation Falafel is the company ’ s flagship store and it is our mainstream brand ,” Nasr says .
“ Since we started Operation Falafel , we ’ ve had a great acceptance from the local market and the customer feedback is amazing . At the moment we are running 10 different locations
206 January 2018