Just Falafel Rebrands As JF Street Food

Just Falafel is going for a new look and back-to-basics menu to match its new identity as JF Street Food. The UAE-based quick-serve chain announced at the end of 2014 that it would rebrand itself in an effort to boost its sales and operations. The company also has launched a global design competition to redo the signature on the caps and aprons worn by employees. A separate contest will be held to choose a mural that will be featured in refreshed locations. Winners will be announced Feb 22.

The company’s rebrand follows a change in top management. Last year, CEO Fadi Malas left the company to pursue other business opportunities.

JF Street Food, founded in Abu Dhabi in 2007, currently has 40 locations in eight countries, including 12 in the UAE. It had 25 outlets in 2012. Last year, it opened franchise stores in Sydney and Toronto.