New York-based fast-casual Middle Eastern spot Naya is preparing to expand rapidly. The brand, which currently has 31 locations, is looking to add 14 locations this year, with two more expected to open in Manhattan later this spring.
Naya is expected to open in the concourse of Rockefeller Center by mid-May, and the company has a spot under construction at 750 Columbus Street, which is expected to open around the same time, chief development officer Paul Rittenberg told What Now New York. They just opened a spot at 147 West 51st Street in February.
“All the openings have been going well,” Rittenberg said. “There’s been a good response from the neighborhood and the customers.”
Hady Kfoury founded Naya in 2008 and it now has a strong presence in New York City. It has also expanded to several spots across Philadelphia, New Jersey, Connecticut and Massachusetts. The brand serves Middle Eastern cuisine in a fast-casual format, offering build-your-own bowls, rolls and salads featuring items like chicken shawarma and lamb kebab.
Rittenberg said they are aiming to reach 200 locations by the end of 2030. They plan to continue to spread throughout New York City as well as to build out their presence in other areas such as Philadelphia, Boston and New Jersey.
“We have a ton of white space to densify and fill in in the tri-state in these areas where we have just one or two locations,” Rittenberg said.
Rittenberg believes they have seen success in their growth thus far because they always aim to improve the brand and make the customer journey better. They are constantly examining details ranging from colors to signage.
“It centers around the quality of the food and the service we provide,” Rittenberg said. “We [look to] do better and innovate. There’s tons of stuff we’re working on at all times.”
