AWJ INVESTMENTS CONTINUES TO BOLSTER ITS PORFOLIO WITH NEW LAUNCHES IN DUBAI AND SAUDI ARABIA

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The Dubai based F&B Company expands operations in Saudi Arabia with a new Awani branch and launches new virtual brands at its dark kitchen in Dubai  

Dubai, UAE: F&B powerhouse, AWJ Investments, continues to build up its spectacular portfolio of homegrown brands with new launches across Dubai and Saudi Arabia.  

Popularly known as the company behind famous F&B brands such as Operation: Falafel, Catch22 and Awani, AWJ Investments is recognised as the biggest homegrown success story in the regional culinary sector. Taking that success beyond bounds, the group is now expanding its operations with the opening of a brand new Awani branch at Nakheel Mall, Riyadh. 

Previously only available at The Zone, Riyadh, the new branch located on the ground floor of Nakheel Mall will serve as the second location in Riyadh and Saudi Arabia, increasing the restaurant’s visibility across the country. As part of its plans to grow in Saudi Arabia, the holding group will also be launching another Catch 22 branch in Riyadh, set to open at Nakheel mall in December. 

Recently launched on Friday, 5th October 2021, the new Awani location stays true to the concept, serving authentic Levant cuisine with a modern twist and feature its unique modern, yet ornamental style with vintage seating and Levant-inspired accents at its core. The restaurant takes inspiration for across the Levant region, from Lebanon to Syria, Iraq, Palestine, and Jordan.  

Only five months following the launch of DKitchen, its innovative dark kitchen based in Silicon Oasis, the group has recently announced the introduction of Fuse, a new virtual brand offering shawarma-based dishes with an international twist. The new concept puts a unique spin on the traditional favourite, taking the tasty meat-based dish and fusing it into delicious creations such as tacos, burritos, burgers, salads and much more 

This comes as an addition to five existing virtual brands currently operating out of the dark kitchen facility, providing a wide range of curated F&B concepts for customers to choose from. With options including fusion sushi, Middle Eastern tabkha, Lebanese-inspired delicacies and a highly competitive succulent fried chicken brand, AWJ Investments are expanding their portfolio through a central component in its non-traditional franchising growth strategy. With many more virtual brands set to launch in the coming months, the kitchen will host up to 12 concepts. 

Using a state of art, industry first contactless dispatching technology, DKitchen allows AWJ Investments to manage each step of the process, from concept creation to delivery to customers, streamlining kitchen operations in real-time and overseeing food deliveries for maximum efficiency.   

Speaking on the recent launches, Manhal Naser, Group CEO of AWJ Investments, said: “The opening of the new branch in Riyadh is a significant opportunity to increase our presence in Saudi Arabia, building up the Awani brand into a household name across the country. With this, and the upcoming launch of a new Catch 22 in Riyadh, we continue to accelerate the growth of AWJ Investments, taking our existing brands to new levels and diversifying with exciting new brands. Staying true to our goal of building solid homegrown brands, our virtual brands operating out of DKitchen are championing industry standards as models for exquisite taste and quality.”