Fast Falafel: Maoz Vegetarian
After expanding overseas, Maoz made its way across the pond, opening its first North American unit in Philadelphia in 2004.
Kelly Smith Killian -- Restaurants & Institutions, November 1, 2008
Maoz Vegetarian
Multiple locations
Green Angle: This quick-service chain began in Amsterdam, Holland, 17 years ago with the mission to “spread the vegetarian lifestyle” one falafel at a time. After expanding overseas, Maoz made its way across the pond, opening its first North American unit in Philadelphia in 2004. Now there are six U.S. restaurants, including the newest location, which opened Sept. 3 in New York City’s busy Union Square area with hours until 1 a.m. to appeal to the local college crowd.
On the Menu: The minimalist menu offers only four food items: falafel, Belgian fries, soup and salad. The make-your-own concept invites diners to fill baked pitas with endless combinations of vegetables and sauces from the salad bar (refills are free) and wash it all down with fresh-squeezed orange, apple or carrot juice. While the limited menu has proven successful, Maoz plans to test a full-service breakfast bar (including yogurt, fruit and granola) at one of its New York locations.
Chain Reaction: Spokeswoman Emily Rodrigues admits that melding the green view with a chain structure can be a unique challenge; the trick, she says, is reaching for a McDonald’s level of success while still maintaining a little-guy image.
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