Posted on May 27, 2013

Just Falafel, the Middle East’s home-grown quick service restaurant brand, joins forces with WFP, the United Nations’ frontline agency fighting hunger, to raise US$1 million over the next three years. Together, they are hoping to ease the suffering of children, men and women affected by hunger around the world.

For the next three years, every time a new Just Falafel franchise opens in any location around the world, Just Falafel will make a US$500 donation to WFP. The new franchisees will be encouraged to match the donation as well, doubling the impact to feed twice as many people through this initiative. Almost 1000 franchises are projected to open before the end of 2016 for the brand that is propelled forward by an active and vibrant social media presence.  Just Falafel hopes to generate its largest philanthropic contribution.

“One in eight people in the world are undernourished. As a socially responsible organization, giving back to the community is deeply rooted in our company ethos. Our partnership with WFP underscores our commitment to assisting those in need”, said Mohamad Bitar, Just Falafel, Founder & Managing Director.

Hunger and malnutrition are the number one health risk worldwide - greater than AIDS, malaria and tuberculosis combined. Nearly 900 million people around the world do not have enough to eat to lead active and healthy lives, including millions of people in the Middle East.

“This is a great act of generosity that will help people all over the world who must contend with the hardship of hunger in their daily lives,” says Ashraf Hamouda, WFP’s Regional Head of Private Partnerships & Business Development. “We know how to solve hunger, but we can’t do it alone. Partnerships like this one are essential to reaching the goal of ending hunger in our lifetimes.”

Social media traction will continue to be a major factor in the success Just Falafel has enjoyed in the Middle East and globally. Facebook, Twitter and other social sites will help power the company’s drive towards raising awareness about hunger, as they continue to promote the opportunities that are available to new franchisees. Bitar attributes the global success of the Just Falafel brand to the enthusiasm of its fans on social media in promoting its healthy and innovative menu. Harnessing their voice online to raise awareness for the fight against hunger is just one of the ways Just Falafel can give back to its global community.

Guiding the initiative to support WFP will be a steering committee comprising Bitar along with Fadi Malas, CEO, Just Falafel, Khaled Mersi, Chief Business Officer & Chief Corporate Governance Officer, Mukund Menda and Magda Sabbagh, both franchise partners in the UAE. Just Falafel’s collaboration with WFP brings a new opportunity to engage consumers in the fight against hunger. Every sandwich sold increases the opportunities for new franchisees – and every new franchise now helps to fight world hunger.

Visit for more information. To learn more about the World Food Programme and how you can help, please visit

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