The UAE’s much-loved Arabic eatery, Operation: Falafel, has expanded its footprint into the United Kingdom, opening its first-ever outlet in London, in what has been the brand’s entry into the European market following the launch of its first restaurant in the United States last year.

Located in the popular Camden area, Operation: Falafel has mastered its offering of a contemporary take on traditional Arabic street-food flavours and will be offering a variety of items such as vegan moussaka, chicken and beef shawarma pitas, shawarma bowls, hummus and of course their famous falafels.

Commenting on the launch, Manhal Naser, Group CEO of AWJ Investments said the London outlet is “another great milestone in the Operation: Falafel journey.

“We are thrilled to be able to provide this experience not only in the UAE and Saudi Arabia, but also in overseas markets. Currently, the European F&B industry is thriving and has significant growth potential. We saw a high demand and acceptance of Middle Eastern cuisine in the UK market and thus, decided to fill the gap in a way that is suitable to the Western consumer lifestyles.”

Operation: Falafel is moving full steam ahead, with nine more locations set to open in London over the next five years. The brands’ consistent growth demonstrates the AWJ Investments’ ability to provide customers with an authentic experience in a format relevant to all markets.