With 352-unit Cava taking a strong lead in the fast-casual Mediterranean niche, other brands have a long road to catch up.
But with consumers increasingly embracing the healthful flavors of things like shawarma, tahini and harissa, brands not named Cava are now finding wind in their sails.
One under-the-radar chain is Mezeh Mediterranean Grill, which is opening its 52nd unit this week. Like Cava, Mezeh was born in the Washington, D.C. area, and both brands have a Chipotle-like model where guests walk the line to build their meal from salads, bowls, flatbread wraps or pita pockets.
The proteins at Mezeh are all halal. | Photo courtesy of Mezeh.
Cava and Mezeh used to be archrivals. In fact, Cava sued Mezeh (twice) in the early days in a trademark dispute that ended in Mezeh’s favor in 2017. A federal judge in Maryland threw out claims that Mezeh had copied the design and layout of Cava’s units, and rejected Cava’s claims of trademark infringement.
Steve Walker, a partner and co-creator of Mezeh, said the two chains get along just fine today.
“Now, I don’t think they’re worried about us. We don’t worry about them,” he said. “This world is big enough for more than one Mediterranean concept.”
The challenge for Mezeh, however, is raising brand awareness.
Mezeh was founded in 2011. It was a concept developed by then multi-unit-franchise operator Saleh Mohamadi, who at the time operated and later sold Moe’s Southwest Grill and Five Guys restaurants, with Walker and third partner Tai Chiao.
Walker, who is a chef and spent years working with companies like Lettuce Entertain You Enterprises and in independent restaurants, at the time saw Mediterranean as a real opportunity. He developed the menu.
Mezeh has a walk-the-line format. | Photo courtesy of Mezeh.
“There really weren’t a lot of Mediterranean concepts out there, just your mom and pops,” he said. “We wanted to create something that we thought could have an impact.”
The first Mezeh location was in a food court in Annapolis. But that didn’t work, Walker said. “We were competing with Jimmy John’s and Taco Bell offering $5.99 specials. People didn’t want to spend $7 at Mezeh.”
The story changed, however, when the first free-standing unit opened in Northern Virginia. It was designed to be an inviting space which more accurately reflected the menu, built around fresh ingredients prepared on site.
And that emphasis has remained, even as the brand evolved, Walker said.
Cava uses its production facilities (which also manufacture the retail products sold in grocery stores) for sauces and dips, a move that removes some complexity from restaurants and ensures consistency.
At Mezeh, everything—from the sauces and shawarma, to the fresh-based pita—is made in house. “You can taste the freshness,” Walker said.
Lamb, for example, is braised in each store and shredded, and dishes like falafel and hummus are prepared from soaked chickpeas. Mezeh only uses 100% olive oil, Walker said.
The most popular menu item is the chicken shawarma, which at Mezeh is a bit spicy. The proteins are all halal, and Walker rotates in seasonal ingredients, like the bulgur on the current menu.
The average ticket is about $17, and mature stores are averaging about $1.5 million in annual sales, Walker said, which is half of Cava's $2.8 million AUV at the end of the third quarter.
All Mezeh locations are company owned and there are no plans to franchise.
Another 10 locations are scheduled to open this year. | Photo courtesy of Mezeh.
The 52nd location scheduled to open this week is in Washington, D.C., just blocks from the Capitol. Another 10 are scheduled to open in 2025, and the restaurants are spread from North Carolina to New York.
So far, the company has funded growth with limited investors. Walker said there may be a time in the not-too-distant future when Mezeh might look for an investor or investment company to help them push to the next level—not unlike what Cava found with the investment from former Panera Bread CEO Ron Shaich. That enabled the acquisition of Zoes Kitchen, which significantly expanded Cava’s footprint.
For now, however, Walker said Mezeh is working on building awareness and strengthening its infrastructure.
For growth, finding the right people is key, Walker said.
“The opportunity is unbelievable. We’re looking for people who will grow with us,” he said. “I’m hoping someone will read this and knock on my door.”
UPDATE: This article has been updated with new information.