What happens when a Midwest chain of Middle Eastern restaurants decides to expand to the East Coast?
It picks Philly as its starting point, of course. Naf Naf Grill, a Chicago-based eatery specializing in shawarma and falafel, has chosen the region as the starting point in its plan to open to 25 locations out East within two years.
"We're doing a bet on Philly and making an investment in the city," Naf Naf's co-CEO David Sloan told Philadelphia Business Journal.
The first restaurant will be found at the King of Prussia Town Center, set to open by the end of next summer. The fast-casual chain wants to set up in areas with a corporate lunchtime crowd that's hungry for global cuisine.
"It's a very trendy city, and there are a lot of pockets that fit our demographics," co-founder Justin Halpenny told the Journal.
Once settled in the Philadelphia region, the chain hopes to expand to D.C., Boston and New York. All locations will be corporately owned, not franchised. Those interested in working at the new spots can apply at nafnafgrill.com/careers -- the company says that no experience is required.
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