Naf Naf Middle Eastern Grill: Strategic Leadership Transition Fuels Expansion Ambitions

The fast-casual dining sector has long been a battleground for innovation, scalability, and cultural relevance. Naf Naf Middle Eastern Grill, a rising star in this space, now stands at a pivotal juncture: transitioning to interim CEO Grady Metoyer while accelerating its geographic footprint and operational excellence. For investors, this moment presents a compelling opportunity to capitalize on a brand poised to leverage both its institutional strengths and a seasoned leader's expertise.

The Metoyer Factor: A Financial Architect at the Helm

Grady Metoyer's appointment as interim CEO signals a deliberate move to preserve Naf Naf's momentum while positioning the company for the next phase of growth. With over 25 years in finance and operations—most recently as CFO for eight years—Metoyer brings a rare blend of financial acumen and operational know-how. His tenure at Sysco, a $60 billion food distributor, and SYGMA, a supply chain subsidiary, equipped him with expertise in scaling complex systems. This experience is critical as Naf Naf aims to expand beyond its 39 locations while maintaining profitability.

Under Metoyer's leadership as CFO, Naf Naf achieved significant operational efficiency, a key factor in its rise to #39 on Fast Casual's 2025 Movers & Shakers list—a marked improvement from its 2024 ranking of #43. His track record in mergers and acquisitions (M&A) also hints at potential strategic partnerships or franchise expansions, which could unlock new markets.

Growth Trajectory: From 39 to 100+ Locations—and Beyond

Naf Naf's recent expansion into Barstow, California, marks a critical milestone. The first Naf Naf in the West Coast, this location—opened in May 2025—leverages the brand's partnership with Love's Travel Stops, a strategic ally in high-traffic travel hubs. This move not only diversifies Naf Naf's geographic footprint but also taps into the growing demand for Middle Eastern cuisine among health-conscious consumers.

The partnership with Love's is part of a broader plan to double Naf Naf's presence at its locations by 2025, with targets in Tennessee, Illinois, and other high-growth regions. Additionally, the recent franchise agreement with multi-unit operator Roma Patel—set to open four new locations in Columbus, Ohio—underscores the brand's confidence in its scalability.

Why the Fast-Casual Middle Eastern Segment is Heating Up

Naf Naf's timing could not be better. The fast-casual segment is outpacing full-service dining, with global Middle Eastern cuisine experiencing a renaissance. Naf Naf's focus on fresh, customizable dishes—such as its award-winning shawarma and house-made falafel—aligns perfectly with consumer preferences for quality, health, and authenticity.

The brand's recognition in industry rankings further validates its appeal. Its climb to #39 in Fast Casual's 2025 list, alongside its inclusion in the Inc. 5000 for fastest-growing companies, signals that Naf Naf is no longer an under-the-radar player. This traction positions it to rival established competitors like Sweetgreen and Cava, which dominate the health-focused fast-casual space.

Investment Case: Catalysts for Value Creation

1. Operational Efficiency: Metoyer's financial discipline will likely optimize supply chains and pricing, boosting margins as Naf Naf scales.
2. Geographic Expansion: The West Coast entry and Love's partnership open doors to high-growth regions, with California alone offering a $250 billion foodservice market.
3. Franchise Momentum: With 42% of locations already franchised and a proven support system for franchisees, Naf Naf can replicate its success in new markets without overextending capital.
4. Consumer Trends: Middle Eastern flavors are on the rise, with 37% of U.S. diners seeking “ethnic” cuisines, per the National Restaurant Association.

Risks and Considerations

While the outlook is promising, risks remain. The fast-casual sector is crowded, and Naf Naf must avoid overexpansion. Metoyer's ability to balance growth with profitability will be key. Additionally, rising labor and ingredient costs could pressure margins—a challenge mitigated by the brand's focus on streamlined operations.

Conclusion: A Recipe for Long-Term Value

Naf Naf Middle Eastern Grill is more than a chain of restaurants; it's a cultural and culinary disruptor in a fast-growing segment. With Metoyer's financial stewardship, a proven track record of operational excellence, and a strategic expansion roadmap, the brand is well-positioned to capitalize on its momentum. For investors, this convergence of factors—strong leadership, scalable model, and tailwinds from consumer trends—creates a compelling entry point.

The next 12–18 months will test Naf Naf's ability to execute, but the pieces are in place for sustained growth. For those willing to bet on a leader who understands both finance and food, this could be a shawarma-sized opportunity.