By Nahida Shehab | Staff Writer
Following its vast expansion within the Middle East, Malak Al Tawouk effectively landed in Europe on September 7, 2020, with the first branch being placed in the heart of Paris. Indeed, franchisers Magali and Tarek Mekkaoui made the event possible by investing 700,000 euros in bringing the Lebanese diaspora a taste from home. It was a great success, as the 100 square-meter French establishment – which can accommodate 35 people – drew 400 customers per day during only its first month of operation.
As reported by CEO Joseph Saade, the franchise, founded by his father in 1996, started as a low-capacity restaurant in Jounié, offering higher-priced small sandwiches. Afterwards, he and his brother decided to take over the place, selling larger portions for a cheaper rate. Thus, the low-cost strategy built their business a substantial competitive advantage in Lebanon’s fast-food market, generating its success since day one and growing it into the residents’ ideal destination for Tawouk sandwiches.
Some might wonder: did the Parisian Malak Al Tawouk branch attract local clients, though? Well, according to Joseph Saade, following its opening, Lebanese expats immediately invited them. “My sister and I drew our French friends to the restaurant, and as we were waiting for our orders, they were certainly not the only locals in line!” confirms food blogger Nelly, @foodandnelly on Instagram. “I wanted them to try out the crème Toum, for they had never heard of it, and they loved it!” she proceeds.
It follows, then, that the restaurant kept adapting its low-cost strategy in Paris, subsequently creating full course offers. “You can get a Tawouk sandwich, fries, and a soft drink for 8.50 euros, which is very affordable for Parisians,” asserts Nelly. Indeed, a typical restaurant in Paris charges between 15 and 25 euros for a meal. “If you’re a student,” she continues,” you can even get a discounted price of 6.50 euros.”
Not only is the eatery sticking up to its primary tactic, but it has also found another way to strengthen the relationship with its customers. It began implementing a common lock-in strategy at the beginning of February: a loyalty card, ensuring their comeback. From now on, they will be gifted a free meal after each twelfth purchase.
With an additional dine-in, take-out, and delivery option sponsored by Uber Eats and Just Eat, residents of Paris have no excuse not to order from Malak Al Tawouk, which is here to stay. In fact, its European expansion is not over yet, as it is planning to open two new branches in Îles-de-France very soon.
This article was published in Volume 53 of Outlook.