Introduction The purpose of this paper is to analyze the Just Falafel case study. The aim of the analysis is to determine the factors that influence the performance of the company and how it can improve its competitiveness. In this respect, the paper will begin with an overview of the case study. This will be followed by a detailed internal and external environmental analysis. The key strategies that Just Falafel is using will also be identified and analyzed. The last part of the paper will provide recommendations to solve the problems that Just Falafel is facing. Background Just Falafel is one of the fastest-growing companies in the global fast-food industry. The company was founded in Abu Dhabi in the UAE by Mohammad Bitar and Alia Al-Mazroui in 2007 (Jabeen and Katsioloudes 1-8). Currently, the company operates in 18 countries globally. It has established 52 restaurants and 700 franchises to sell its products. Falafel is the main product or food sold by the company. It is essentially a sandwich made using a variety of vegetables such as fava beans and chickpeas. The aim of the company is to promote healthy eating by delivering nutritious food in various markets. Just Falafel is currently expanding its operations by joining new markets through franchising and foreign direct investment (FDI). Environmental Analysis External Environment: PEST Analysis The main political factors that affect the fast-food industry are economic liberalization, environmental regulation, and political instability (Sumei 10634-10644). Removal of non-tariff barriers to trade, such as FDI and franchise restrictions, has enabled Just Falafel and its competitors to join foreign markets. However, it has also led to increased competition in the industry. Most developed countries have strict environmental regulations that affect the production of food commodities. For example, high taxes are often imposed on inorganic fertilizers to discourage their use. As a result, fast food companies must pay high prices to access ingredients. Political instability in countries such as Kuwait, Lebanon, and Jordan also limits sales by interfering with economic activities. The economic factors that influence the industry are GDP growth and inflation rate. Low economic growth in markets such as the Eurozone reduces demand for fast food. However, robust economic growth in emerging markets in the Middle East, Asia, and North Africa support demand. A high inflation rate (above 10%) in countries such as Egypt reduces demand for fast food by eroding purchasing power (Ranchord and Marandi 86). By contrast, a low inflation rate in markets such as the UK, Japan, and Kuwait supports the demand for fast food. Rising concern over the health effects of consuming fast food and the challenges associated with cooking at home is the main social factors that affect the industry. Fast foods are associated with lifestyle diseases such as obesity and hypertension (Dunn 10-20). This means that only companies that provide healthy foods can easily penetrate markets where customers are concerned about their health. Cooking at home is increasingly becoming difficult due to lack of time. As a result, people resort to fast food, which is readily available. Rapid urbanization and the young population