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The 1st Middle East Vegetarian (MEVEG) Congress, Part 11 of a Multi-part Series, Dec. 6, 2010

2023-01-06
Lingua:English
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“They (Wild Peeta) received tremendous attention for their unconventional use of social media sites to market their bread. And they’ve given a fresh perspective to shawarma. I mean, the favorite thing whenever you think of Arab food, the first thing that comes to mind is shawarma. So, they have added a new touch.” “So, we like the fresh blood which has come up and started such innovative restaurants over here. So, Wild Peeta aims to become the world’s first Emirati restaurant brand to be supported across the world.”

“So, what we did with the shawarma was why not have a vegetarian shawarma and, you know what, let’s not just make it boring. Let’s not put two or three vegetables in there and call it vegetarian. So, what we do is, we add char-grilled vegetables in there. So, char-grilled potatoes, zucchini and carrots, and then you get to choose from about 10 to 15 vegetables to put inside it, Subway-style, when you’re standing there, and you choose which vegetables to put into your sandwich. Same concept, except we source our vegetables from the Middle Eastern farms. So, we know which farms these vegetables come from, and they are from the Middle East.”

“So, one of the goals that we have as Wild Peeta was to have an ethical product, to challenge the fast-food industry and in fact, when we talk about our business, Wild Peeta, we don’t call ourselves fast food, we call ourselves ‘good food served fast.’ And there is a big difference because fast food, that word just has such a negative connotation to it and we all know, all you have to do is go on Google, and Google anything related to fast food and it’ll tell you in your face how bad it is for you. But they make it so easy, they make it so simple, so cheap, that you go for that.”

“So, what we decided was we’re going to bake our own bread. So, we know exactly what goes into our bread. And you can, of course, have the traditional white bread, the white pita bread, which we have to start off with because of its popularity.”
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