Falafoul(R) To Serve Traditional Arabic Fair Fast Food-Style; New Franchise Outlet Opens Under MEFranchising(R)

MEFranchising spearheads investments to support the roll-out of Falafoul, one of the first fast food franchises serving traditional Arabic food. The company is increasing the launch rate and anticipates 50 new stores within 5 years. End Quote

(1888PressRelease) August 25, 2010 - London, UK - MEFranchising announced today it will upgrade the expansion plan of the recently introduced Falafoul fast food concept because of overwhelming demand. Today's announcement followed the first franchise that opened on August 1st, with another 5 to be in place before the end of the year.

"We've had terrific response both in focus groups and from customers who love the flavor, the packaging and the meal quality of Falafoul" says Fadil Alnassar, Director of MEFranchising.

The concept of Falafoul serves traditional Arabic food in a fast food environment, according to international best practices but honoring the quality and flavor of the recipes.

Arabic food, which includes falafel burgers, hummus and foul are broadly recognized and appreciated around the world. According to Food Network's annual trend study made in 2009, consumers are increasingly global and more open to try exotic food than ever. The study notes that Middle Eastern flavors have moved into the mainstream.

Unlike other fast food restaurants that serve beef and chicken, Falafoul is a vegetarian alternative.

"The international market is ripe for Arabic food fast food made according to practices that the modern consumers have come to expect. We also know that our food, including the market's first grilled falafel will resonate with today's low-calorie consumer." says Fadil Alnassar.

The Falafoul-growth initiative is a two-pronged effort. The first includes an aggressive expansion in the Middle East region. The second is to establish the franchise internationally and become the first fast food concept for traditional Arabic food on a global scale.

The Falafoul Restaurant concept is the brainchild of MEFranchising; a company that helps establish and grow international franchise concepts in the Middle East and Worldwide. The company partnered with investors in Saudi Arabia to realize the Falafoul franchise.

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