Encore Hotels, the hospitality arm of Mirah Group has acquired the vegetarian hummus brand Falafel. The brand was introduced in India by JB N JEG Foods, which offers vegetarian Mediterranean cuisine. JB N JEG Foods had opened eight outlets of the brand across Mumbai, which is now taken over by Encore Hotels.
Speaking exclusively with Hospitality Biz about the acquisition, Gaurav Goenka, Director, Mirah Group stated, “The erstwhile company did a good job in introducing falafel and hummus cuisine in the market; however, the restaurants were not performing very well. As a company, we aim to grow in the hospitality business and hence, saw an opportunity in including the Lebanese cuisine restaurant chain in our portfolio.” The 100 per cent takeover will not lead to a change in the brand name or its positioning and Encore Hotels plans to continue with the brand’s integrity.
The hospitality firm now plans to invest in educating the market about the brand. It has also devised customer engaging marketing strategies like ‘Make your own falafel’ to be introduced in its outlets. |