YaSalam! Bringing authentic Arabian fast food to life

Our Correspondent / EMIRATES BUSINESS

Al Abraaj Restaurants Group, a Bahrain-based organisation that has created and launched unique food concepts since 1987 with 30 stores in Bahrain and now doing the same in Dubai, has announced the launch of YaSalam! Restaurant in Jumeirah Lake Towers, Cluster F.
Hamad Rashed Isa, Director of AlAbraaj Restaurants Group, said, “Dubai is a very exiting city with great business potential. The city’s restaurant scene is very diverse and interesting and we want to be a part of this in every sense. Being a multicultural city, F&B will have to be able to cater to the highest percentage of cultures possible.”
YaSalam! is committed to be ‘Fresh To Impress’. The concept offers the traditional Arabian fast food, hand-prepared daily from fresh and natural ingredients, promising a flavour packed treat for all.
YaSalam is an Arabic word that means satisfaction, and the fast-casual restaurant promises to offer a variety that ‘wows’ all tastes. The menu boasts a selection of shawarma, doner wraps and platters, as well as a unique selection of salads and sides.
Classic shawarma is at the forefront of what YaSalam offers, however, extensive effort has gone into making the standard beef or chicken shawarma exclusively at YaSalam. The flat-bread used is made of both white and whole meal flour, and the chicken shawarma is made from 100 percent chicken breast. The doner at YaSalam is wrapped and perfectly toasted like a shawarma; fusing the best of both worlds.
At the core of YaSalam’s kitchen is individuality. A slow-cooked pulled lamb shawarma is sure to be a taste experience, a healthy ‘Superfood’ shawarma is filled with all the goodness of chicken breast, avocado, beetroot, kale, quinoa and balsamic vinaigrette perfectly bundled in a brown multigrain flatbread.
And last but not least is a Bahrain staple street shawarma — The juicy ‘MALGHOOM’, which literally means an explosion; filled with a spicy mix of chicken, beef, fresh tomato
and onion, crisp lettuce, pickles, tahini, garlic sauce and Sriracha hot sauce.
“We are looking forward to bring three of our unique brands to the UAE Market. these include YaSalam!, Lumee as well as Al Bindiara. YaSalam is opening its first branch in JLT, and the so far market response and feedback is very promising and we are hoping to expand through another branch of YaSalam before the end of this year. We are expecting Lumee and Al Bindiara to have a great future in UAE. We are planning to have our first outlets of both brands operational by mid-2017,” he added.
For the adventurous, customisation is key, and YaSalam! doesn’t disappoint; a convenient checklist menu is available for anyone looking to ‘tick’ their own creation. An extensive selection of flat-breads, fillings and dressings will surely satisfy any craving; dreaming of a wrap filled with fork-tender roast lamb mixed with aromatic doner, crispy onions, sauteed mushrooms, spicy jalapeno, hummus, feta cheese, sundried tomato and a tangy garlic-herb
yogurt, you’ve got it at YaSalam!.
“Dubai is a fantastic city, and we are proud to be part of the growing fast-casual restaurant market of the region. Dubai’s restaurant scene is very diverse and exciting, and we have been sighting to expand our concepts in the Emirates in the near future. Our main aim is to serve
authentic Arabic food to the
customers. YaSalam is a universal Arabian expression that brings out all those feelings and the ethnic food of the region on your platter,” said Rashed Isa.