What Fast Casual Brands Need To Win
In a recent episode of Fast Casual Nation, hosts Paul Barron and Cherryh Cansler welcomed Hady Kfoury, Founder and CEO of NAYA, a fast-growing Middle Eastern fast casual concept. With 31 locations and 14 more under construction, NAYA has ambitious plans to reach 200 units by 2030. Originally starting as a full-service Lebanese restaurant in 2008, Kfoury transitioned to fast casual in 2010, drawing inspiration from Chipotle's assembly line model to serve hundreds of customers efficiently.
The conversation highlighted NAYA's strategic positioning in the competitive fast casual landscape. Kfoury explained that what differentiates NAYA is its focus on Lebanese cuisine under a more approachable "Middle Eastern" umbrella. The brand has carefully curated a menu where ingredients can't be "messed up" when combined, making it approachable for first-time customers who might be unfamiliar with Lebanese food. Currently operating in five states across the Northeast (New York, Pennsylvania, Connecticut, New Jersey, and Massachusetts), NAYA remains committed to corporate ownership rather than franchising to maintain quality control.
Barron and Kfoury discussed how ethnic cuisine categories are evolving in consumer understanding, comparing it to how Asian cuisine has become more nuanced in American perception. "In years ago you would say Asian cuisine and everything falls under Asian cuisine. Now you differentiate between Sichuan, Taiwanese, Thai," noted Kfoury, suggesting the same sophistication is developing around Middle Eastern cuisines. This evolution, coupled with increasing availability of Middle Eastern products in mainstream grocery stores, indicates growing market potential.
Digital ordering has become increasingly important for NAYA, with 40-45% of business now coming through digital channels, up from 30% pre-pandemic. While the company has invested in its own user-friendly app, Kfoury acknowledged the continued dependence on third-party delivery platforms like Uber, DoorDash, and Grubhub, despite efforts to migrate customers to their native platform through promotions and loyalty rewards.
The discussion turned to connecting with Gen Z consumers, with Kfoury sharing how NAYA engages university students near their NYU locations through roundtable discussions. These conversations have yielded insights into what attracts younger customers: more rewards, strategic discounts, improved beverage programs, and "hacks" that make the brand feel trendy. Kfoury admitted that NAYA is working to strengthen its social media presence and influencer strategy to better reach this demographic.
Adapting to Gen Z preferences also includes simplifying menu descriptions that might otherwise feel "too ethnic" and intimidating. While NAYA remains committed to its Lebanese roots, Kfoury emphasized the importance of balancing authenticity with accessibility. As the fast casual Mediterranean/Middle Eastern category continues to grow, NAYA appears well-positioned to capitalize on increasing consumer familiarity with these flavors while maintaining its unique identity in the competitive fast casual market.
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