Lebanese fast-casual chain NAYA targets 200 locations as Mediterranean lunch demand surges
Hady Kfoury, who launched NAYA in Manhattan in 2008 after overcoming funding shortfalls, has grown the Lebanese fast-casual chain to 48 locations with average annual sales of about $3 million per restaurant. The company has expanded its footprint by over 40% annually for four years and now targets 200 restaurants by 2030. The growth comes as Mediterranean fast-casual dining saw a 16% sales increase last year.
Kfoury's path to fast-casual success was circuitous. Born in Lebanon during the civil war, he studied hospitality in Switzerland and worked under chef Daniel Boulud in New York before returning home, only to flee again during the 2006 conflict. His mother and aunt helped convert family recipes into written form, and NAYA operated as fine dining for two years before pivoting to fast casual in 2010.
The chain grew slowly at first, reaching just seven locations by 2019. The category has since surged, with Mediterranean fast-casual chains generating nearly $2.5 billion in sales last year—a 16% jump versus 6% for the broader segment. Rival Cava, the largest player, operates 476 restaurants, showing the scale NAYA now pursues.
This expansion could reshape the American lunch landscape, giving office workers and families a healthier alternative to burgers and pizza at comparable price points. As NAYA and similar chains scale, they may create thousands of restaurant jobs while also pressuring smaller independent Mediterranean eateries that lack such resources. The growth also reflects shifting consumer tastes toward fresh, vegetable-forward cuisine, which could influence broader food industry trends in grocery retail and menu development nationwide.