Chai and Indian street food business in the UAE set to unveil its first UK outlet in London

FiLLi Marylebone is set to open this month

Taking its network to over 40 fast-casual stores across eight countries, FiLLi UK will open a 2,000-square-foot store in Harewood Avenue, Marylebone this month. The business is already in negotiation to open stores in Luton, Leicester and Manchester and the plan is to open up to 10 new UK stores over the next two years with select franchise opportunities available.

FiLLi has developed a series of franchise formats designed for the high street, mall, business parks and event locations, ranging from 500-square-feet kiosks up to 2,000-square-feet stores catering for up to 80 customers indoors with additional outdoor seating.

“In Dubai and the UAE, we see long dwell times in our stores and so we always look to make our environments comfortable, relaxed and easy-going through the day. As for our chai, people simply adore it. Too many start-up tea businesses in the UK have pitched a premiumised and often inaccessible tea offer. We think the UK market is ready for the best chai going,” said UK head of franchise, Peter Davies.

FiLLi was founded in 2004 and the new London store, catering for eat-in, grab-and-go and both delivery and collection will feature its signature Zafran Chai and an all-day menu encompassing everything from classic paratha and kathi rolls, spiced Indian noodles (desi Foodles) to samosas, bun kebabs, wraps, burgers and masala fries to a breakfast range including a variety of omelettes and egg bhurji. It will also sell a range of herbal and iced teas as well as artisan coffees, milkshakes, fresh juices and smoothies.

The business launches with a state-of-the-art app which includes full menus, a loyalty and rewards scheme and the ability to order click and collect, delivery and at the table.

“It’s a universal concept – take a break, sit down, relax with a cup of chai, press the pause button on the world and have a good get together, chat and catch up. We believe it is great for people’s relaxation and mental health in often very busy modern lives. These kinds of human connections make the world go round,” said Rafih FiLLi, founder and CEO, FiLLi Cafe.