Shopping Centers Today

JUL 2014

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 21 of 59

Kentucky and New Jersey. CEO Fadi Malas says he sees potential for at least 2,000 of these restaurants in North America. The company has ambitions outside North America too, with store openings set for Europe and India, franchises included, through next year. Next up after that will be South and Central America, Africa and Asia. Just Falafel is looking at a variety of real estate types, says Malas. These in- clude mixed-use developments, urban street fronts, mall food courts, trans- portation hubs and college campuses. The unit size will typically depend on the facility, Malas says, and in tradi- tional shopping areas, the chain will favor proximity to other fast-casual operators. "In the CBD areas we will be interested in smaller units that ser- vice customers on the run, who want to grab a quick meal whether to dine in or take away," Malas said. "In [the] shopping, residential and entertain- ment areas we will look for larger units to meet the customers' need to relax, take a break and see the meal as a part of relaxing. The nontraditional locations will be dictated by the cus- tomers' needs in size, placement and even the range of menu items." As menu items go, the company is still assessing what might be appro- priate for the North American diner. The core falafel and nonmeat items will remain as they are now at its res- taurants in other countries, but Just Falafel is experimenting with the por- tion sizes and spice levels that may best suit the North American palate. There may indeed be room for a Mediterranean player like Just EAT-SErvINg FAST-CASuAl chains are ubiquitously popular. But has the time come for the advent of a vegetarian chain? Just Falafel might like to think it has indeed. This Dubai, united Arab Emirates–based operator of nearly 60 units throughout the Middle East, the u.K. and Australia has set its sights now on North America. The chain says it plans to open about 160 North America restaurants over the next five years. Among the initial targets are Toronto, New York City and San Francisco, plus the states of M The Mediterranean diet just falafel is bringing its fast, vegetarian fare to new markets By Ian Ritter r e t a i l i n g t o d a y 22 S C t / j u l y 2 0 1 4 22-24_SCT_JUL14_Just Falafal.indd 22 6/12/14 5:50 PM

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