The Israeli-owned falafel chain Maoz was established in Amsterdam in 1991, becoming popular for its falafel and schwarma dishes. The rebranding came about as a result of a decision to expand the chain into the American market, leading to a review and redefinition of the brand strategy and brand language based on the local target audience and competition from fast food chains in the US.

It was revealed that there is no fast food chain in the US that is positioned as being exclusively vegetarian, so a decision was made to make the most of this opportunity and position the chain as Maoz Vegetarian, embodying the unique promise of the chain and its added values – vegetarianism, simplicity, freshness and caring.

The brand language reflects the chosen positioning and concept, and incorporates the dominant green color that relays vegetarianism and freshness, with elements from the fast food world in general, and the falafel world in particular.

The chain’s first branch opened in New York and in its first month had already earned tremendous recognition and attention, not only among health-conscious consumers, but also among entrepreneurs looking for franchise opportunities. The chain currently operates 20 branches across the US, in addition to branches in Europe and Brazil.