{"id":6250,"date":"2026-08-30T09:14:42","date_gmt":"2026-08-30T09:14:42","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=6250"},"modified":"2026-08-30T09:14:42","modified_gmt":"2026-08-30T09:14:42","slug":"americas-mediterranean-lunch-bowl-is-booming-as-naya-races-toward-200-restaurants","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=6250","title":{"rendered":"America\u2019s Mediterranean lunch bowl is booming as NAYA races toward 200 restaurants"},"content":{"rendered":"
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\u201cIt was a nightmare,\u201d Kfoury told Fortune.<\/em><\/p>\n

The nightmare eventually turned into 48 restaurants and counting. NAYA now employs more than 1,000 people, with average annual sales of roughly $3 million per restaurant and same-store sales growth above 10% yearly. Its footprint has grown more than 40% in each of the past four years, just as Mediterranean bowls have become a fast-casual lunch staple. Kfoury\u2019s next target is 200 NAYAs by 2030.<\/p>\n

Read more Former White House teleprompter operator\u00a0must turn over more than $100,000 in profits and pay a $65,000 fine in insider trading settlement<\/a><\/p>\n

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Kfoury was born in Lebanon in 1981, during the country\u2019s civil war. He remembers some days going to school and other days having to take shelter in basements as bombs fell nearby. After studying hospitality in Switzerland and working in New York with chef Daniel Boulud, Kfoury returned to Lebanon, only to live through another war in 2006.<\/p>\n

\u201cI\u2019m like, all right, that\u2019s not going to work,\u201d he recalled. \u201cI have to move to the U.S., start a restaurant, and take the flavors that I was raised on and do it over there.\u201d<\/p>\n

By 2007, he was back in New York looking for space for a fast-casual Lebanese concept in the city\u2019s office-heavy neighborhoods. But landlords wouldn\u2019t lease to him.<\/p>\n

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Kfoury had no track record as a restaurant owner, and after months of searching Midtown and Wall Street, he took a space on East 56th Street and Second Avenue. It happened to sit across the street from the aunt he\u2019d stayed with during childhood trips to New York. The location wasn\u2019t busy enough for the high-volume concept he envisioned, so Kfoury opened NAYA as a fine-dining Lebanese restaurant instead.<\/p>\n

His mother and aunt became what he calls the \u201cculinary mastermind\u201d behind it. His mother was a talented cook who didn\u2019t measure ingredients, so Kfoury convinced her to turn the food he had grown up eating\u2014chicken kebabs, falafel, rice with vermicelli, baba ghanoush and hummus\u2014into written recipes.<\/p>\n

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The restaurant attracted attention, but Kfoury hadn\u2019t abandoned his original idea. In 2010, he finally shifted NAYA to fast casual. The challenge was figuring out how to reproduce his family\u2019s food quickly and cheaply enough to serve hundreds of customers without stripping away what made it Lebanese.<\/p>\n

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\u201cThe most difficult part is how do you do it at scale,\u201d Kfoury said.<\/p>\n

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Ingredients weren\u2019t necessarily the problem. Lebanese cooking is labor intensive, he said, so NAYA introduced equipment, preparation techniques and systems designed to make that labor more efficient. The fast-casual model also depended on higher volumes at smaller margins.<\/p>\n

But being early didn\u2019t mean customers immediately understood the concept.<\/p>\n

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\u201cThe first two years were very hard at the fast casual,\u201d Kfoury said. \u201cPeople didn\u2019t get it.\u201d<\/p>\n

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Kfoury spent nearly a decade refining the model. By 2019, NAYA had just seven restaurants. Since then, the category around it has changed dramatically. Mediterranean and Middle Eastern flavors have become increasingly common across grocery stores and restaurant menus, while the customizable bowl has become a fixture of the American workday lunch.<\/p>\n

Fast-casual Mediterranean chains generated just under $2.5 billion in sales last year, according to Technomic data provided to Fortune<\/em>. Sales across the category jumped 16% in 2025, significantly outpacing the 6% growth of the broader fast-casual segment. Technomic tracks about 30 leading Mediterranean fast-casual chains with a combined footprint of roughly 1,500 restaurants.<\/p>\n

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The biggest player offers a glimpse of just how large the category can get. Publicly traded Cava ended its latest quarter with 476 restaurants, nearly 10 times NAYA\u2019s total, yet the two chains generate similar sales per location. Cava reported average unit volume of $3.1 million in the second quarter, compared with roughly $3 million at NAYA. Cava\u2019s same-store sales rose 9% during the quarter, driven in part by a 5.3% increase in traffic.<\/p>\n

That growth has come alongside a broader familiarity with foods that Kfoury once had to introduce to customers.<\/p>\n

Read more Trump backlash adds new risks to the stocks the government owns<\/a><\/p>\n

\u201cTen years ago, you would say shawarma to someone, maybe you would get three out of 10 people who would know what it is,\u201d he said. \u201cToday, eight, nine out of 10 would know what shawarma is.\u201d<\/p>\n

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Kfoury thinks Americans are also becoming more discerning about what \u201cMediterranean\u201d actually means. As the label can encompass cuisines from Lebanon and Turkey to Greece, Italy and Morocco, he compares it to the way Americans once broadly categorized distinct cuisines as \u201cAsian food.\u201d Over time, diners learned to distinguish Japanese food from Korean, Taiwanese or Sichuan cuisine. Kfoury expects something similar to happen with Mediterranean food.<\/p>\n

\u201cI think the same thing is about to happen in the Mediterranean,\u201d he said. For now, he doesn\u2019t mind NAYA falling under the broader umbrella, even as the company emphasizes its Lebanese roots.<\/p>\n

By 2019, Kfoury believed he\u2019d finally refined NAYA\u2019s model enough to scale. After years without institutional backing, he brought on restaurant-focused private equity firm TriSpan in 2020.<\/p>\n

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Then COVID hit.<\/p>\n

NAYA\u2019s seven restaurants were concentrated in Midtown and the Financial District, leaving the company particularly exposed when office workers disappeared. The restaurants shut down for months before gradually reopening, and Kfoury said TriSpan\u2019s arrival helped give NAYA the financial backing to survive the disruption.<\/p>\n

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What followed was a dramatically faster period of expansion. NAYA\u2019s unit count grew 55.6% in 2022, 42.9% in 2023, 45% in 2024 and 44.8% in 2025, according to the company. It ended last year with 42 restaurants after opening 14 and now operates 48, all company-owned. Its 50th is expected to open in September.<\/p>\n

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NAYA came roaring back, helped by Manhattan\u2019s rebound. Office leasing across the borough totaled 22.8 million square feet in the first half of 2026, the strongest first half since 2002, according to Colliers. By July, Manhattan\u2019s office availability rate had fallen to 12.7%, its lowest level since September 2020. Tech has helped fuel the demand: Manhattan tech leasing reached a record for the first half of the year as AI companies expanded.\u00a0<\/p>\n

New stores aren\u2019t the only source of growth. Same-store sales are up more than 10%, while catering accounts for roughly 10% of total sales. NAYA has also had to adapt as it pushes beyond the Manhattan office districts where its model was born. City restaurants remain heavily weighted toward lunch, while suburban locations can approach an even lunch-dinner split and draw more families, prompting NAYA to add kids\u2019 meals and develop family meals.<\/p>\n

That expansion is coming as restaurants contend with higher labor and food costs without unlimited room to raise prices. Kfoury said NAYA won\u2019t respond by shrinking portions or compromising ingredient quality. Instead, he is willing to let margins tighten during periods of higher costs rather than immediately pass every increase on to customers.<\/p>\n

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\u201cIf there\u2019s a few months or a period or a quarter that we don\u2019t perform as well as the bottom line, it\u2019s totally fine,\u201d he said. \u201cIt\u2019s part of running a business.\u201d<\/p>\n

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The bigger concern for Kfoury is whether NAYA can find enough good real estate while maintaining the food, service and consistency of a much smaller chain as it races toward 200 locations by 2030.<\/p>\n

And 200, he insists, isn\u2019t a ceiling. His ultimate goal is to put NAYA \u201cin every neighborhood.\u201d And the ambitions extend beyond store count.\u00a0<\/p>\n

Read more ICE explores purchasing robot dogs in enforcement tech push<\/a><\/p>\n

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\u201cIf all goes well,\u201d he said, \u201can IPO could be an option.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

NAYA has grown to 48 restaurants as Mediterranean fast-casual sales surge, with founder Hady Kfoury targeting 200 locations by 2030.<\/p>\n","protected":false},"author":1,"featured_media":6249,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[],"class_list":["post-6250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-restaurants"],"yoast_head":"\nAmerica\u2019s Mediterranean lunch bowl is booming as NAYA races toward 200 restaurants - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=6250\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"America\u2019s Mediterranean lunch bowl is booming as NAYA races toward 200 restaurants - 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