#1 Falafel Quick Service Restaurant in the World

#1 Falafel Quick Service Restaurant in the World

Letter to the Applicant 2 Dear Applicant, The story of Just Falafel started in 2007 when Founder & Managing Director Mohamad Bitar was craving for a falafel sandwich. Unable to find one up to his satisfaction, frustrated, he decided to set up his own falafel shop. Six years on and thousands of franchising enquiries later, Just Falafel is today the number one falafel chain in the world. There is an increasing global demand for more health conscious, nutritious meals. People are starting to realise they have to care about what they eat. We are meeting this demand by offering a 100% vegetarian menu with wholesome products that are good for you and taste good. We constantly keep on innovating and perfecting our offering. For instance, chia seeds - a nutrient-rich superfood - were recently introduced into our falafel mix, adding a wealth of health benefits. Today, we are opening on average one store per week. Some of our development plans include rolling out 100 stores in Egypt, 200 stores in the UK, 50 stores in Turkey, 50 stores in New York, US, and 125 stores in Saudi Arabia; all set to become operational within the next three to five years. Our fast growth from a local corner shop to a global chain of restaurants was from the beginning fuelled by our customers and franchisees. The enormous interest in the brand and our food has made Just Falafel one of the fastest growing online communities on Facebook with over 1.5 million likes to date and growing. We are currently recording on average 150 to 200 franchising requests per day from over 100 countries, a huge part of which are received through Facebook. Our ability to innovate in social media will continue to contribute as a major factor in our success. Facebook, Twitter, and other social channels help drive our global awareness as more and more people engage with us. For our pioneering strategy we have been featured in so far two case studies on Facebook, making Just Falafel the only company in the region to have achieved this. We hope you will enjoy reading our brochure. Please don t hesitate to get in contact with us with any further questions you may have. Fadi Malas CEO Click here to watch our story

Our Food Revolution 3 Just Falafel is our food revolution. We are taking it across the world with passion, personality and a promise to serve authentic, honest and nutritious falafel. There is an increasing demand for more health conscious quick meals globally. Our food is fast, but it s not junk food. We serve good food fast. Handmade by the people and for the people, our menu is an innovative mix of global flavours born from a dream to take a common, humble street food into the 21st century. What is falafel? Falafels are scrumptious, round, golden-brown croquettes, crispy and crunchy on the outside, warm and moist on the inside. They have been around for more than a 1,000 years, thanks to their delicious taste and high nutritional value. Derived from the word filfil meaning pepper in Arabic, falafels started off as a nutritious delicacy during the month of fasting. Over time, they also became a popular side dish, main course and a quick, casual snack. Our falafel Our 100% vegetarian recipe uses high-quality fava beans, chick peas, chia seeds, onions and garlic with a special blend of spices that includes cumin, coriander, fennel, cinnamon and mint. We have also recently begun blending chia seeds into our falafels. Packed with fibre, protein, essential fatty acids and heaps of antioxidants, they are a revolutionary superfood that has a multitude of health benefits. 100% vegetarian, 100% global Today Just Falafel is pioneering the journey of falafels to the worldwide palate with a revolutionary approach for the 21st century lifestyle. Our master chefs have created a falafel sandwich for every taste bud from our classic to Japanese, Italian, Mexican, Indian, Egyptian, Greek, Emirati and American. We are 100% Vegetarian Society approved and source ingredients ethically and locally. Our cooking process is as healthy as our recipe, using 0% cholesterol free sunflower oil. Click here to learn more about our food

Just Falafel 4 Photo by WFP/Philip Herzog Our mission is to redefine the fast food category with great flavours, nutritious food and socially conscious behaviour We are more than just falafel. The word just in our name stands for fair, not only falafel. From the beginning, our objective has been to contribute to the betterment of the communities we operate in. We see ourselves as an organisation not only concerned with the ingredients of our food but in the fabric of society. We could never have achieved our success without the people we serve. In an effort to give back we are actively engaging in charitable causes. Most recently, we have been involved in projects that educate young people and support young sports talent. Through our partnership with the United Nation World Food programme (WFP) Just Falafel Corporate Head Office will contribute $500 to the charity each time a new outlet opens its doors. To read more about our CSR activities click HERE Supporting WFP does not endorse any product or service JUST Only, simply, competent, condign, deserved, due, FAIR, justified, merited, right, rightful, warranted Merriam-Webster Dictionary, 2013

Just the Beginning of Our Journey 5 800+ Signed Franchises SAUDI ARABIA (125 Stores) KUWAIT (15 Stores) UK (200 Stores) LEBANON (11 Stores) BAHRAIN (5 Stores) QATAR (6 Stores) USA (70 Stores) TURKEY (50 Stores) CANADA (66 Stores) MOROCCO (12 Stores) JORDAN (3 Stores) OMAN (3 Stores) LIBYA (20 Stores) EGYPT (100 Stores) UAE (72 Stores) AUSTRALIA (63 Stores) March 2011 JF starts franchising. Five stores open December 2011 JF signs Master Franchise agreement to develop 200 stores in the UK. 2012 JF signs MF agreements to develop stores in Saudi Arabia, Kuwait, Bahrain, Egypt, Morocco and Turkey. May 2013 JF starts expansion plans to develop stores in USA, Canada and Australia 2007 Founded in the UAE First store opens in Hamdan Street, Abu Dhabi. December 2011 First franchised store outside the UAE opens in Amman, Jordan. 2012 JF opens 19 new stores, including stores in Lebanon, Qatar and Oman. January 2013 First store in Europe opens in Covent Garden, London, UK. 2013 JF crossed 1.5+ MILLION Facebook fans. 36 stores open worldwide in 8 countries. Regional offices open in the UK, Egypt, Turkey and Lebanon. Agreements signed with commitment of developing 800+ stores worldwide. 5 MILLION JF sandwiches sold to date.

Planned UK Rollout of 200 Locations 6 Covent Garden Baker Street Hammersmith Charing Cross Croydon 1 Monmouth Street, London WC2H 9DA 129 Baker Street, London W1U 6SD Unit 29, Broadway Shopping Centre, Hammersmith Station, London W6 9YE 21 Charing Cross Road, London WC2H 0ET 12 Norfolk House, Wellesley Road, Croydon CR0 1LH Click here to learn more about our locations

Menu 7 Our menu is based on falafel sandwiches with a variety of toppings, fillings and breads to suit the palates of people from all over the world. We also offer organic salads, side dishes, drinks and homemade desserts. Everything on our menu is 100% vegetarian. Click HERE to view our full menu

Media 8 AWARDS 2013 GULF BUSINESS INDUSTRY AWARDS Entrepreneur of the Year Mumbai Retail ExCELLENCE AWARD Retail Leadership Award 2012 GULF CAPITAL SME INFO AWARD Emirati Business of the Year - Finalist STARS OF BUSINESS AWARDS Business Star of the Year Award 2011 TOP 100 DUBAI SME Click to view our CEO s interview on CNN Click HERE to read more coverage

We are Pioneers in Social Media 9 Click here to watch Facebook s latest case study on us Social media has played a huge role in our success. Facebook, Twitter, and other social channels helped drive our expansion as more and more people became aware of our brand and engaged with us. Today, we have close to 1.5 million fans on Facebook and growing. Our pioneering social media strategy has been acknowledged by Facebook featuring two case studies on Just Falafel. www.justfalafel.com

Franchising Details 10 We are looking for passionate and committed franchise partners who are as motivated and hard working as we are. We assess each franchisee based on our Just Falafel s in-house evaluation model, easy as your ABC s. A - Attitude B Brand Ambassador C Capital Investment Availability D - Dedication E Experience Easy steps to becoming a JF Franchisee 1. Apply online by filling in the APPLICATION FORM and attaching your resume and latest bank statement 2. Our franchising committee will review your application 3. Upon approval, telephone interview scheduled 4. Feedback and support provided with next steps 5. LOI made 6. Meeting organised with UK office 7. Final documentation & franchise fee paid 8. Training begins 9. Find your location 10. Start your own Just Falafel business 11. Welcome to the Just Falafel family Franchising levels/models Multi-Unit Area Development Franchising fees One time franchise fee 15,000 6% royalty fee Marketing fee 3% plus 1% LSM Click HERE to contact a Franchising Team member Disclaimer: This brochure and the information contained in this brochure are not a franchise offering and not intended as an offer to sell or to solicit an offer to buy a franchise. Franchises can only be offered in compliance with applicable pre-sale registration and disclosure requirements, if any, in your jurisdiction.

Meet Our Franchisees 11 Michael Biggins CEO (UK & IRELAND) - UK MASTER FRANCHISE With over 10 stores set to open this year alone in the UK, we have a real belief that the Just Falafel brand will flourish in the market by being able to meet the demand for healthier, nutritious meal alternatives. Throughout the setting up and launch process in the UK the Just Falafel head office has provided support, guidance, well proven systems and strong management expertise that have exceeded our expectations. Click HERE to view other franchisees

Frequently Asked Questions 12 How much is the franchise fee? The franchise fee for each Just Falafel outlet is 15,000. This provides you with the Just Falafel license, training, operations manual, menu development, support & guidance. How much is the royalty fee? Our royalty fee is 6% of monthly gross sales. How much is the marketing fee? Our marketing contribution is 3% of monthly gross sales. Franchisees shall spend at least 1% of gross sales on local marketing and advertising. What is the store investment? The United Kingdom, Wales, & Scotland locations will cost approximately 250-300k+. The store investment varies depending on your location and the country you are situated in. Just Falafel provides an extensive Franchise Kit to each franchisee. All specific details in regards to becoming operational will be provided upon signing of the franchise agreement. Each franchise is responsible for set up costs that include the following key expenses: construction fit out, equipment, signage, IT point of sale, CCTV cameras, licenses and permits. This cost may vary from one location to another in the same country and is paid directly to our list of local approved suppliers independently. What are the monthly operational costs? The financial costs for each individual franchise varies from one location to another within the same country because of location size, location requirements, staff size, type of business model, working hours and more. How much money will I make? The money you make will depend on you. Your revenue is under your control and will vary from business to business. Does Just Falafel offer financing? No. You should be looking at third party institutions that might offer you finance. Where do I get the food from? We have a central kitchen which provides each franchised store with the key ingredients on a regular basis. This will ensure consistency, quality and best value across all JF restaurants. Will Just Falafel assist me in finding a location? During your orientation part of training each franchisee will learn and understand the strict site and location criteria elements to finding the perfect location. We will review each submitted location. Our Operations team will mandatorily have to approve each location before committing to any contracts. We take into consideration the following factors: Competitors presence, rent price, size, electricity load, location, parking, visibility and more. What is the area required for a Just Falafel store? The size of each store varies significantly from from 60 to 185 square meters depending on the customers dining needs and location What kind of training & support will I get? Just Falafel offers each franchisee comprehensive orientation and training that covers all aspects of the business including HR, Operations, Finance, IT & Marketing. We take all of our experience and knowledge and give you all the tools you need to run your own business. Will I need to acquire any special licenses or permits to run my business? Yes, you will need to have the licensing authority issue you an A3 or A5 license depending on your business hours. What s next? APPLY NOW

Contact Us 13 Just Falafel United Kingdom Office T +44 20 7937 0612 26A Adam & Eve Mews London W8 6UJ UK Email us: rachel@justfalafel.com www.justfalafel.com