Mamoun’s Falafel, New York City’s oldest falafel restaurant and the fastest growing Middle Eastern restaurant chain in North America, has opened a new location in East Rutherford, New Jersey. It is the fourth of 25 Mamoun’s Falafel franchise locations coming to New Jersey as part of a deal with Prospect Capital Restaurants.

Located in a 2,000-square-foot space at Rutherford Commons at 150 Route 17 in East Rutherford, the new restaurant joins Mamoun’s corporate locations in Hoboken and Princeton and three other locations run by franchisees, Prospect Capital Restaurants.

“Since the soft opening, the daily sales have been great,” says Hussam Chater, CEO of Mamoun’s Falafel. “We’re in uncharted territory. Holding a grand opening during the pandemic is tricky, but the soft opening sales have shown us that a grand opening isn’t always necessary to success when the community loves the brand.”

“This franchisee opened their Paramus location just before the pandemic closed dine in,” adds Dan Rowe, Fransmart CEO, “Now, as New Jersey is easing restrictions, they’re opening another in East Rutherford. This really speaks to the ability of the brand to thrive through tough times, just like they have done for almost 50 years.”

Mamoun’s Falafel is on target to expand beyond 1,000 units within the next few years, as interest in New York City’s oldest and favorite falafel brand increases daily. The brand is iconic, having grown from a single 200-square -foot store opened by Syrian immigrant Mamoun Chater in 1971. Today, the company is run by Mamoun’s four sons and has grown beyond their father’s dreams of a small family restaurant. Franchising has allowed Mamoun’s Falafel to expand across the U.S. rapidly with new units opening on both coasts within the new few months.