Tourism & Hospitality | Sunday 18 January, 2015 12:35 pm |

Just Falafel, the Middle East’s home-grown fast-casual restaurant brand reinforces its philosophy in bringing the world’s oldest recorded street food in a modern day dining experience with a new brand and concept – JF Street Food. In line with the rebrand, the company has collaborated with global fashion industry expert, Asil Attar and her business Lead Associates to organize two simultaneous design competitions featuring the values and heritage of the brand: one to redesign the signature caps and aprons worn by staff, and one to paint a new mural that will feature in its concept outlets.

The initiative calls to the creative community in the UAE, who has a passion in art and design. All competition entries will be reviewed by a judging panel including JF Street Food, Co-founder, Alia Al Mazroui, Asil Attar, the award winning fashion designer Hussein Bazaza and the very talented up and coming artist MJD Kadi.
The two winners will be announced on 22nd February 2015. The winning designs will be seen daily by customers in over 50 outlets worldwide, and their creators will receive an additional prize plus 6 month free internship and mentorship from Asil Attar & Lead Associates.
“Having recently taken Just Falafel back to basics with a completely revamped menu, we wanted our staff and restaurants to get a fresh look to go with it. We’re happy to be able to provide a platform for emerging fashion designers and artists and show our appreciation by letting two talents leave a permanent mark on our business” said Mohammed Bitar, the company’s founding partner and managing director.

I am delighted to partner with JF Street Food on this wonderful initiative, this project represents both my personal and company vision, focused on changing the retail landscape through inspiring innovation and bringing change, supporting new talent, empowering them with knowledge ,expertise and fostering their potential. This will be an opportunity for all these bright stars to shine, giving them an exciting platform and appreciation that they deserve.” Asil Attar, founder of Lead Associates, said