Continuing its expansion in the Kingdom of Saudi Arabia (KSA), AWJ, a leader in the F&B industry, has announced three major launches – a new Operation:Falafel outlet in Jeddah, the introduction of SushiDo in Riyadh and the debut of Shawarmetna, a virtual shawarma concept, launching across Riyadh, Dammam, Ajdan, and Jeddah.
This expansion signifies AWJ’s commitment to bringing its diverse and innovative culinary concepts to the Saudi market. The move is in line with the company’s strategy to explore global opportunities and recognises the potential of a rapidly evolving Food & Beverage market.
Operation:Falafel (O:F), the group’s flagship restaurant, launched its first location in Jeddah on May 1st, 2023. Known for serving traditional Arabic street food with an edgy and unconventional theme, O:F will offer a full menu for dine-in, takeaway, and delivery. Popular aggregators such as Hungerstation, Jahez, The Chefz, To You, and Careem have been partnered with for delivery services.
“Saudi Arabia has always been a market of great potential for us, and we are excited to open our first Operation:Falafel location in Jeddah,” said Mohamad Sami Ballout, CEO of AWJ. “After our successful foray into the eastern region and Riyadh, we are confident that our unique concept will resonate with the vibrant Jeddah market. With our experience in both the UAE and KSA markets, we have identified gaps in the market and adapted our menus to suit the Saudi market’s preferences.”
Marking its entry into the Saudi market, SushiDo, famous for both traditional and eccentric fusion sushi, is ready to debut in Riyadh. Preserving the success of its Dubai model, the brand has customised its menu to match local tastes. SushiDo will operate as a cloud kitchen, providing deliveries via Jahez, The Chefz, To You, Hungerstation, Careem, and Mrsool.
Following these exciting launches, AWJ is thrilled to introduce Shawarmetna to the KSA market. As a delivery-only shawarma concept, Shawarmetna will offer a variety of shawarma options, including chicken and beef shawarma platters, sandwiches, bites, and appetizers. This launch further extends AWJ’s reach in the KSA market.
AWJ’s strategic market entry and expansion in KSA is backed by its thorough understanding of market dynamics, acquired from its experiences with Operation: Falafel and Catch22 in Dubai and KSA. The company aims to infuse traditional flavours with a modern twist with its innovative brands.