To mark the opening of its seventh restaurant in Egypt, Just Falafel and Wadi Degla Holdings, the owners of the seventh store, are donating the first day’s sales to the United Nations World Food Programme (WFP).
The restaurant has opened in the Wadi Degla club based in Zahraa El Maadi, Cairo. Through the donation to WFP, Wadi Degla is taking part in the Zero Hunger Challenge, a global initiative to end hunger worldwide that was launched in 2012 by UN Secretary General Ban Ki-moon and endorsed by UN agencies, businesses and celebrities around the world.
The initiative to contribute all first-day profits of newly opened stores to WFP is welcomed by Just Falafel CEO Fadi Malas, who said: "The Zero Hunger Challenge constitutes a journey that we are proud to be a part of."
The Just Falafel brand has pledged to raise up to US$1 million by 2016 to support WFP’s food assistance operations wherever need is greatest.
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Wadi Degla Holdings – the Egyptian based conglomerate whose interests include sports clubs, telecoms and real estate – is also planning to add two more Just Falafel outlets to its other clubs this year, in addition to prime Wadi Degla–owned locations in Cairo.
The move deepens Wadi Degla’s relationship with Just Falafel, having recently signed a deal involving 57 restaurants in Benelux. This will expand its portfolio of stores into the Netherlands, Belgium and Luxembourg.
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