Malak Al Tawouk Taps UAE’s Healthy Food Boom with Plant-Based Chicken Launch

Lebanese fast-casual chain Malak Al Tawouk has partnered with plant-based meat brand Switch Foods to add vegan chicken items to its UAE menu.

Malak Al Tawouk, a 30-year-old fast-casual chain with dozens of restaurants globally, is now offering Switch Foods’s vegan chicken at its UAE sites, at a time when plant-based eating becomes more popular in the region.

The chain is using the pea-protein-based, fibre-rich alternative in a shawarma sandwich, as well as a Mexican-inspired chicken salad and a teriyaki chicken rice bowl. They’re part of its drive to offer health-forward options, given that healthy food now makes up about half of its sales in the UAE.

The partnership leans into a key consumer complaint. While Emiratis’ appetite for vegan food is growing, nearly two in five say it’s difficult to find locally inspired plant-based cuisine, and another 20% feel meat alternatives have limited availability in the GCC.

Malak Al Tawouk leans into consumer trends in the UAE

“Whether it’s health-conscious, environmental concerns, or simply a desire to reduce meat consumption, more people, especially the younger generation, are leaning towards flexitarian lifestyles,” said Mahmoud Harb, co-founder and managing director of Yummy Junction, the UAE franchise owner of Malak Al Tawouk.

Poultry, specifically chicken, is the most common type of meat consumed in the GCC, where per capita consumption is highest in the UAE (nearly twice as much as the global average). Population growth, increased consumer spending, and a thriving tourism sector are expected to cause a 6% rise in chicken consumption in the UAE and a 17% increase in production this year, according to the USDA.

At the same time, however, awareness about vegan alternatives is high in the UAE, rising to 94% in 2023. Today, 15% of Emiratis want to cut back on meat, primarily for health reasons. And half of these consumers are most interested in reducing meat consumption when dining out or eating fast food.

Among this segment, 26% want to replace meat with plant-based analogues. However, health is not the only driver for meat-free food consumption in the country. A third of consumers say taste is the most important factor, while 19% are influenced by word of mouth, and 13% by cost.

That said, a separate survey shows that over a quarter (27%) of Emiratis are happy to pay a premium for plant-based food. “We believe it’s the right time for a leading brand like ours to introduce a plant-based chicken alternative that delivers on both taste and quality,” said Harb.

Switch Foods continues foodservice expansion

Switch Foods’s vegan chicken, produced in a 20,000 sq ft factory in Abu Dhabi, is available at all seven Malak Al Tawouk locations in the UAE, as well as its menu on delivery platforms like Talabat, Careem and Deliveroo.

“Our partnership with Switch marks a significant step toward catering to evolving consumer preferences,” said Harb. “We’ve carefully selected some of our bestselling items to feature this new option, making it easier – and more appealing – for customers to make the shift, all at very competitive prices.”

While 95% of Switch Foods’ initial sales came from retail, its foodservice footprint has grown significantly, with its products now on the menus at Hilton Hotels, Millennium Hotels, Marriott, 25hours Hotel, Eataly, and onboard Emirates flights.

“Our goal at Switch Foods is to make plant-based eating exciting, accessible, and rooted in regional culinary culture,” said Edward Hamod, founder and CEO of Switch Foods.

The company has raised $6.5M in seed funding and was said to be in talks to secure another $7M in Series A funding last year. Since June 2023, it has expanded at a 20% CAGR per month, and closed that year with a revenue of around Dh2 million ($544,000) in only half a year of operations. Last year, it was expected to earn a revenue of Dh10 million ($2.7M).

Research shows that sustainability is an important factor for two-thirds of diners in the UAE, while an even higher share (73%) places emphasis on local and seasonal products. So for Malak Al Tawouk, joining forces with a domestic producer of climate-friendly chicken alternatives – in a country where poultry is king – is a shrewd move that has every chance of paying off.