Yalla Mediterranean grew out of a rebrand of fast-casual Greek concept, Daphne’s. But, as Kerstin Kühn reports, this is more than just a remodelling of an existing concept
Farm to fork by way of the Eastern Mediterranean. This is the motto of Yalla Med-iterranean, a California-based fast-casual restaurant chain that aims to bring these vibrant flavours to the masses.
Meaning ‘let’s go’ in a variety of regional dialects, Yalla showcases the cuisines of Greece, Morocco, Turkey, Lebanon, Israel, Tunisia and Egypt, offering a menu of classics along with a focus on sustainability. “Our aim is to create a restaurant experience that is both approachable and affordable,” says CEO Dave Wolfgram.
The first Yalla opened nearly two years ago, when the owners of Daphne’s California Greek decided to rebrand a number of its restaurants. Daphne’s, a fast-casual Greek concept, had been acquired by Chicago-based investment firm Victory Park Capital Advisors, with hospitality industry veteran Wolfgram, who was previously CEO of the Black Angus Steakhouse chain, taking over as the group’s new CEO.
A growing concept
In December 2014, the new owners experimented with rebranding a Daphne’s unit in Pleasant Hill into the first Yalla restaurant, extending the original Greek menu to offer broader eastern Mediterranean flavours, while keeping the fast-casual format. The test site performed well and over the course of the following year, the company opened another three Yalla locations in the East Bay Area near San Francisco and three in Southern California, quickly putting the new concept at seven locations.
But the conversion is more than just a remodel. Yalla is an entirely different to its predecessor. “We felt the broader approach of expanding the menu throughout the eastern Mediterranean allowed us to give people the variety they were looking for with different flavour profiles,” says Woolfgram. “And it is all made fresh in house.”
Using traditional Mediterranean spices and flavours with classic grilling techniques, Yalla offers customisable pita wraps, salads, and bigger plates, including a choice of grilled meat or fish skewers, sauces, and toppings, as well as an option to add side dishes that change seasonally and include things like tabbouleh, baba ganoush, hummus, feta or white bean salad.
Base dishes include the Chopped Greek Salad with romaine, tomato and cucumber, feta, kalamata olives and a Mediterranean vinaigrette; the Power Greens Salad with kale, balsamic apricots, toasted almonds, feta cheese and a lemon vinaigrette; and the Yalla Plate with basmati rice and seasonal vegetables or spiced lentils as well as up to three sides and a pita. Meat options include chicken, steak and lamb kefta while other options include salmon or falafel.
With grilled meats at the forefront of the menu, Yalla’s kitchens showcase rotisserie-conveyor grills, and one of the most popular items on the menu is the “Shalalfel”, a combination of a falafel and a chicken shawarma. For dessert, Yalla offers frozen Greek yogurt with toppings like honey or chopped baklava. Wolfgram says menu prices range from $7.95 (£6.15) to $9.95 (£7.70), and the average bill per customer is about $12 (£9.25).
He adds: “We also offer vegetarian, dairy-free, vegan and gluten-free items in order to cater to all types of dietary needs. Our ingredients come from like-minded folks who share our values for responsible land and sea stewardship and good-for-you foods.”
Everything on the menu is made fresh from scratch every day and all of Yalla’s
produce is sourced locally, including hormone-free and responsibly raised meats and wild-caught fish. Yalla eateries also only utilise 100% compostable packaging, napkins, straws, utensils and cups, which further demonstrates its commitment to the environment.
Yalla’s focus on sustainability is also reflected in the eco-friendly atmosphere of each location, which feature salvaged wood, in-store herb walls and live lemon trees. The décor is inspired by the Mediterranean with blue and yellow shades, clean lines and rustic features such as wood panelling and Edison light fixtures.
“We have a purveyor board as well which highlights the local farms we source from and what produce we source from each of the farms,” says Wolfgram. “Each detail is very important to us as we want our guests to feel the same warmth and hospitality as they would in the Mediterranean when dining with us.”
No competition
As far as competition is concerned, Wolfgram insists there isn’t any. “We really don’t have any direct competitors. Yalla’s cuisine stands out as it is inspired by the cuisine of the entire Eastern Mediterranean, not just one country. And Yalla is one of the few fast-casual restaurants that prepares most dishes from scratch each morning and locally sources produce where possible,” he says.
Over the next two years, the chain will focus on growing in California. It has two more sites scheduled to open early next year, in San Jose and Orange County, and intends to both continue to rebrand existing
Daphne’s outlets and acquire new sites. Beyond that, the plan is to continue ex-panding regionally, and eventually nationally, says Wolfgram.
“The plan is to convert the Daphne’s locations that makes sense for Yalla. We hope to have major growth in the next five years and in the long term we would like to grow outside of California,” he says. There are no current plans to franchise, but Wolfgram says the company has not ruled this out as a move for expansion in the long term.
■ Kerstin Kühn is a US journalist specialising in the hospitality sector
