Just Falafel opened a restaurant in Dubai in 2007, and it opened another one in London this month. It hopes to transform falafel into a multi-cuisine menu. This will allow it to challenge the dominance of high-street chains. Via franchise partners, it plans another 19 branches across the UK and Ireland.

Just Falafel is a fast-growing enterprise. It says it is hiring three people every day. It has capitalised on the Gulf’s love of on-the-go eating. The group doubled profits to about $3.5 million last year and is considering an initial public offering to raise its profile further.

Despite concerns about obesity and diabetes, western chains have filled the Gulf with fatty burgers and pizzas. The market in Saudi Arabia and the United Arab Emirates is worth over $6 billion a year.

Going against the trend, however, Just Falafel is one of a few regional companies bringing homegrown concepts to an international clientele.

"Dubai is second only to London in terms of international brand penetration," says Fadi Malas, chief executive of Just Falafel. "As we learnt more about franchising, we thought if western chains can come here, why can’t we do the same and expand in the west?"