The décor plays the nostalgia and conviviality card. Photo provided by the establishment.
Located in the heart of Hamra, Allô Beirut — a franchise based on a concept born in Dubai — opened its doors on Nov. 3. Leading the initiative are Marwan Moukarzel and Raed Assaad. At just 24, Assaad is following in the footsteps of his father, Bassam Assaad, who also owns the Joe and the Juice franchise in Lebanon.
"We have launched a 675-square-meter space across three floors with 120 seats, a terrace and a counter so you can grab your shawarma right off the sidewalk," Raed explains. The basement houses the central kitchen. "We want to be able to launch more branches, and the central kitchen will help with operations. Every aspect of the establishment is designed to rival a full-fledged restaurant, not just a simple fast-food joint," he adds.
The Allô Beirut concept comes from the Emirati Black Spoon Group, launched in Dubai in 2018 and now present in the United Arab Emirates, Saudi Arabia, Bahrain and Oman. In December 2023, the group was fully acquired by the Saudi fund Jadwa Investment as part of a regional and international expansion plan.
Article not found.
For Raed, bringing Allô Beirut to Lebanon was an obvious decision. "We wanted the interior to match the locations abroad and to keep the brand’s identity unchanged." The menu features everything from traditional breakfasts and classic mana'ish to pizzas, as well as hot and cold mezze. The average bill per person is about $15.
An ambitious goal
The young entrepreneur manages other businesses under Fashmore Holding — chaired by his father — including several franchised clothing boutiques, but considers Allô Beirut "an independent company." Bassam and Raed have two business partners on the project, Marwan Moukarzel and Wafic Zantout. The total investment for this first location nears $2 million, including the franchise fee. "We have 70 employees in total," he clarifies.
Article not found.
Their goal is to open five to six more restaurants in Lebanon within five years and to "cover the entire country." It's an ambitious challenge in a market crowded with major Lebanese culinary institutions. "We're targeting a popular, mainstream segment in an extremely competitive sector," he admits. "We serve shisha and will screen football matches in the coming weeks, making the terrace a lively gathering spot," Raed adds.
The décor leans into nostalgia and conviviality, with more than 300 menu options blending snack fare and restaurant dishes, available for dine-in or delivery.
The stakes are twofold: to successfully bring home a brand that first celebrated Beirut from abroad, and to make Allô Beirut a national chain present throughout Lebanon.
This article appeared originally in French on L'Orient-Le Jour.
