Noel Nasr, CEO of Forbites SAL and the driving force behind Hajj Nasr, has successfully led the company since 2018. In this exclusive interview, we discover how he has upheld the brand’s high standards and expanded the business despite numerous challenges.
What differentiates Hajj Nasr from its competitors?
Hajj Nasr is a family-owned business that has proudly upheld its authentic recipes since 1975. By using the freshest ingredients delivered daily to all locations, we ensure every sandwich meets the highest standards. Consequently, many of our signature items sell out before closing due to their immense popularity. Founded by Hanna El Hajj and Nassif Nasr, the business has cultivated strong, personal relationships with loyal customers over the years. A visit to Hajj Nasr is an experience filled with laughter, stories and the timeless flavors of Lebanon’s culinary tradition, connecting you to Achrafieh’s rich history.
What inspired you to open Hajj Nasr in Abu Dhabi?
In 2021, amid the Lebanese economic crisis, I met a long-time Hajj Nasr customer who had been living in Abu Dhabi for over 20 years. This sparked a series of discussions. After several meetings and back-and-forth trips, we decided to take a bold step and open the first Hajj Nasr outside Lebanon. Consequently, this expansion is expected to mark a new chapter in the brand’s legacy. Ultimately, it will bring Hajj Nasr’s authentic flavors to an international stage, reaching a broader audience.
What are the challenges faced by Hajj Nasr?
Many businesses in the region face similar challenges due to Lebanon’s ongoing instability and the uncertainty surrounding its future. Furthermore, the local unstable environment makes long-term decisions on growth and expansion particularly difficult for businesses across sectors. Additionally, escalating costs driven by electricity shortages, water scarcity and a decline in tourist activity have placed significant pressure on day-to-day operations. Despite these hurdles, we remain committed to staying open, maintaining excellence in service and delivering premium quality at affordable prices. Moreover, we believe that providing value, even in tough times, is essential to building lasting connections with our customers.
What are your future plans?
We currently operate three branches in Lebanon and one in Abu Dhabi, which is set to open in February 2025. Furthermore, our short-term focus is on sustainability, innovation and pursuing both local and international growth opportunities. Moreover expanding our geographical footprint is key to strengthening our brand presence, and we are actively exploring franchising opportunities with several stakeholders. Consequently, we plan to launch new locations in 2025, marking a significant step forward in our expansion strategy.
