Middle Eastern cuisine is poised to take over America, and it reveals a huge change in how people like to eat

Facebook/Hummus & Pita Co.People are obsessed with Mediterranean and Middle Eastern food, and fast-casual chains are capitalising on it.

  • Fast-casual restaurants serving Middle Eastern food and Mediterranean food are suddenly everywhere in the US.
  • Cava and Roti are just a few of the chains that have been rapidly growing across the United States.
  • On Friday, Cava announced that it had acquired Mediterranean brand Zöe’s Kitchen. The combined companies will have 327 restaurants across 24 states.
  • Whole Foods predicted that Middle Eastern cuisine would be one of the top culinary trends in 2018 because of a growing demand for fresh, healthy, and flavorful food.

Middle Eastern and Mediterranean restaurants seem to be popping up on every corner.

Taïm, Cava, Hummus & Pita Co., and Roti are among the fast-growing restaurants that have been serving fresh Middle Eastern and Mediterranean food in a fast-casual style, with more and more national chains and local businesses hopping on the trend all the time.

On Friday, Cava announced that it had acquired Mediterranean brand Zöe’s Kitchen. The combined companies will have 327 restaurants across 24 states.

Middle Eastern cuisine has been rising in popularity in recent years, and Whole Foods predicted it would be one of the top food trends of 2018. According to Whole Foods, hummus, pita, and falafel are “entry points” into Middle Eastern food, and spices like harissa, cardamom, and za’atar are likely to start popping up on menus more often.

Though Middle Eastern and Mediterranean food are distinct from each other, the two share flavours, and “Mediterranean” is often used as an umbrella term to describe both. For example, flatbreads, roasted meat, and hummus are generally considered stables of both types of cuisine.

“Mediterranean is a much more popular selling point,” Leila Hudson, an associate professor of modern Middle East culture and political economy at the University of Arizona in Tucson, told QSR magazine. “People generally understand what that means.”

Tamim Shoja, who owns the restaurant SKWR Kabobline in Washington, DC, told QSR: “We did a lot of research, and what kept sticking out was how many restaurants represented themselves as Mediterranean when they were not. I came to the realisation it was a marketing thing. Mediterranean is something that is approachable.”

See how Middle Eastern food is taking over:


Taïm, an Israeli chain operated by the chefs Einat Admony and Stefan Nafziger, has three locations in New York and two more coming soon.

Business Insider/Jessica Tyler

Source: Business Insider


To aid in its expansion, the founders of Taïm have partnered with an investment group spearheaded by the Chipotle vets Phil Petrilli and Bethany Strong. The menu has a variety of falafel dishes you can order on a pita or platter. It also has salads, fries, sides, and smoothies, all generally priced at about $US8 to $US12.

Business Insider/Jessica Tyler

Mediterranean and Middle Eastern foods are packed with flavorful spices and fresh veggies. The Mediterranean diet is said to be one of the healthiest diets because of its focus on vegetables, proteins, and whole grains.

Business Insider/Jessica Tyler

Source: Business Insider


At Taïm, one of the main sources of protein is chickpeas, the main ingredient in hummus and a staple in Mediterranean and Middle Eastern foods The use of these proteins may help contribute to these fast-casual chains’ popularity because they can appeal to consumers looking for plant-based alternatives to meat.

Business Insider/Jessica Tyler

Rich and flavorful Middle Eastern spices like harissa, cardamom, and za’atar are becoming more popular in the US. Taïm has a harissa falafel made with Tunisian spices.

Business Insider/Jessica Tyler

Other restaurants, like the Greek-inspired fast-casual chain Cava, package and sell their Mediterranean-inspired dips and sauces at places like Whole Foods. Cava sells traditional hummus, harissa hummus, roasted red pepper hummus, a feta cheese dip, and more.

Facebook/Cava

Cava has more than 60 US locations, and with its acquisition of Zöe’s Kitchen, the combined companies will have 327 restaurants across 24 states.

Hollis Johnson

Zöe’s Kitchen serves Greek and Mediterranean-inspired bowls, soups, salads, sandwiches, and appetizers for under $US15. It also serves family dinners for under $US50.

Facebook/Zöe’s Kitchen

Though Taïm is Israeli and Cava and Zöe’s Kitchen are Greek, the menus are pretty similar, with lots of falafel options, fresh vegetables, pitas, and dips made with spices like harissa and red pepper. The prices are also similar — a pita at Cava costs $US8.95, while a salad or bowl is $US9.87.

Facebook/Cava

Though Middle Eastern food and Mediterranean food are distinct, they have a lot of overlapping flavours and ingredients, including pomegranate, eggplant, cucumber, parsley, mint, and tahini, which is made from sesame. They also have flatbreads and roasted meats in common.

Facebook/Cava

Source: Whole Foods


Hummus & Pita Co., another Mediterranean chain, has a huge menu with various types of hummus, pitas, platters, and bowls, with prices to rival Cava and Taïm. Prices range from $US5.95 to $US10.95.

Facebook/Hummus & Pita Co.

The chain has three locations in New York, with more set to open in Connecticut, Colorado, New Jersey, Michigan, and California.

Facebook/Hummus & Pita Co.

Nanoosh, yet another popular Mediterranean restaurant with four restaurants in New York and one in Germany, has a mix of salads, soups, platters, and wraps that use fresh herbs and spices from all over the region.

Facebook/Nanoosh

Nanoosh has a ton of spreads, including a shakshuka spread, tahini, and tzatziki.

Facebook/Nanoosh

Roti Modern Mediterranean has more than 30 US locations.

Facebook/Roti

Everything is served as a rice plate, sandwich, or salad, and there’s no shortage of sides and sauces to mix and match, including a tomato and cucumber salad, couscous, tahini, and a roasted red pepper sauce.

Facebook/Roti

On top of all the fast-casual chains, in New York City at least, it feels as if there are new, independent Mediterranean and Middle Eastern restaurants all over the place.

Business Insider/Jessica Tyler

A single intersection in SoHo, for example, has a Taïm, a Cava, and a new local Middle Eastern restaurant called Dez just steps away from one another.

Google Maps

Eden Grinshpan, the chef at Dez, told Business Insider that she loved that “Middle Eastern food is really meant to be shared.”

Business Insider/Jessica Tyler

Source: Business Insider


The fast-casual dining industry grew 550% from 1994 to 2014, according to data from Euromonitor. And, it’s expected to be worth as much as $US66.9 billion by 2020.

Facebook/Hummus & Pita Co.Hummus & Pita Co.

Source: The Washington Post,

Technavio


Stephen Joyce, the CEO of the IHOP parent company Dine Brands, told Business Insider that the company planned to acquire a new fast-casual chain by the end of 2018. He also mentioned that he was particularly interested in Mediterranean, Spanish, and Mexican chains.

Facebook/Nanoosh

Source: Business Insider


With the rapidly growing fast-casual market and growing demand for fresh, plant-based foods, Mediterranean and Middle Eastern fast-casual restaurants are poised to take over.

Facebook/Cava

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