19 December 2019, UAE:  - Following the successful launch of three of its brands – Operation: Falafel, Catch 22 and Awani – in Riyadh and Operation: Falafel in Dammam and Dhahran, AWJ Investments is continuing its impressive expansion into the Saudi market with five restaurants set to open in H1 of 2020. 

The company behind famous F&B brands Operation: Falafel, Catch22 and Awani is recognised as the biggest homegrown success story in the sector within the UAE.

The continued growth in Saudi Arabia comes following the company’s established success in the Kingdom’s capital city Riyadh with openings in The Zone mall with Catch22 and Awani as well as Operation: Falafel in Rubeen Plaza. Expanding the reach of the much-loved Operation: Falafel concept, AWJ Investments is also working with local franchisees in the Eastern province for their restaurants in Dammam and Dhahran.

Growing further, Catch22 will be the group’s first restaurant in Jeddah and is due to open in February 2020, followed by Operation: Falafel in early April and Awani later in 2020. 

Additionally, AWJ Investments will develop two more Operation: Falafel chain offerings at Ajdan Walk, Al Khobar and Alia Plaza, Riyadh in Q2 of 2020. 

The expansion has allowed AWJ Investments to capture the rapidly growing food and beverage market in Saudi Arabia. The group’s current portfolio of operational restaurants in Riyadh has been well received by customers, with the brand’s Middle Eastern and international flavours proving to be hugely popular. 

“Since the inception of AWJ Investments, our goal has been to build a solid home-grown brand and then take it to new markets. In KSA, so far we have seen a 25% like for like growth in 2019 versus 2018. In line with Saudi 2030 Vision to expand and diversify its economy, we are championing recreation lures with the expansion of Operation: Falafel, Catch 22, and Awani in the Kingdom.

“Saudi Arabia has a population of 29m residents – the largest population of the Middle East. The food and beverage market is the largest in the Middle East, valued at $45bn and predicted to grow at a rate of 6 per cent over the next five years. After having dipped our toe in the water with huge success in Riyadh, our knowledge on the local market means we are perfectly positioned to expand across other locations in the Kingdom as we are set to open 52 more units in the next 5 years-  13 in the Eastern Province and 15 in the Western Province through franchising and a further 24 units in Riyadh through AWJ.

“We look forward to sharing our diverse range of restaurants with even more communities and continuing to build spaces where people create new memories over great food,’ says Manhal Naser, CEO of AWJ Investments.

As AWJ Investments continues its expansion across the GCC, plans for global expansion are already underway.