It’s not every food brand that’s set on a mission to change the way people think about food. For local fast-casual restaurant chain eeetwell however, their mission has proven to be something of a winning ticket that has not only set the chain apart in the local market but seen it become Malta’s largest F&B franchise in just under five years.

Launched in Malta in mid-2015 by founder Ammar Soltan, eeetwell has experienced meteoric growth. There are now 19 eeetwell outlets spread across the island, with plans for more on the way. The company has also successfully spread its wings in mainland Europe with stores in Antwerp, Milan, and now London. 

2022 has seen the food brand venture further afield with the launch of its first outlet outside of Europe. In June of this year, eeetwell opened a store in the second largest mall in the world, Dubai Mall. The new outlet was designed in collaboration with Bold Design and We Want More and features a more mature interior design based on a green, fresh, and natural space. One of its highlight features is a stunningly designed counter, which is made up of sand-coloured bricks set in a weaving pattern, a hint towards the typical wicker baskets used to collect freshly plucked vegetables.

So, with so much success behind eeetwell’s relatively short story thus far, was it immediately apparent that the brand would be such a hit?

“Naturally, there are never any guarantees when starting a new food concept,” Soltan explains. “But I was willing to try different things with the restaurant, such as changing the store layout and experimenting with the menu until we got it just right. From the very start, I wanted eeetwell to reflect what people really wanted and that’s why I believe it has proved so popular.”

Originally from Libya, Mr Soltan arrived in Malta at the age of 19 with just €100 to his name. Entrepreneurial at heart, he began saving the money he earned while working in construction to invest in his own businesses. Early ventures included a clothing business and a smartpoint operation in Paceville.

It wasn’t until he spotted a gap in the local F&B market for an outlet focused on promoting healthy eating that the idea for eeetwell dawned on him. While there were stores at the time specialising in smoothies and vegan options, there wasn’t one convenient place for people to go for a full range of health food options, for both vegetarians and meat-eaters alike. That’s why Mr Soltan was adamant from the start that the eeetwell menu should feature foods to suit all people’s tastes and dietary requirements. Today, eeetwell serves a varied mix of salads, warm bowls, wraps, juices, and smoothies, all made using seasonal and locally sourced ingredients.

His years in construction also came in handy. He has remained hands-on with each newly launched store, overseeing everything from electric works, plumbing, tiling, plastering, and everything else required to make the eeetwell in-store experience so appealing to customers.

“The brand is a passion for me,” he says with a smile. “And it’s about much more than just selling food. eeetwell has a very strong purpose. We truly believe that whoever you are, whether a doctor, a pilot, a teacher, or a parent on the go,eating healthily will make you feel good. It is our responsibility to take care of people. Because when people feel happier, they’ll perform better. We want to become the charging points for everybody in the world, where they can come to feel better about themselves through good food.”

Changing the mentality around food in Malta was not without its challenges. The Maltese diet, traditionally known for its high fatty content and overly generous portion sizes, is not one that typically accommodates healthier options. In fact, during the first two years of the chain’s existence, native Maltese only made up around 20 per cent of eeetwell’s customer base, with the remaining 80 per cent comprising foreign expats and tourists. However, with time and plenty of hard work, the balance has finally tilted in the other direction, with locals now making up around 66 per cent of clientele.

“We knew that for eeetwell to be a success and achieve its mission we had to be present and visible in the market. We realised that most people would actually prefer to eat something healthy, but because the outlet is far away, it becomes time consuming and inconvenient. That’s why they turn to pastizzi shops or other fast-food outlets; there are a lot of them around. But, by having eeetwell outlets across Malta – in the south, in the north, central – there are no excuses, and we have continued to see more and more people, especially young professionals and students, turn to eeetwell as their food outlet of choice,” Mr Soltan explains.

Another principal tenet to the eeetwell ethos is the use of locally sourced ingredients and products in all of its menu items.

“Locally, we work a lot with Maltese farmers and food producers. We see what’s in season and build our menu around the produce available. Naturally, what’s in season changes from country to country. Kale is featured heavily in our local menu. However, in Belgium, kale is not so readily available. That’s why our Antwerp outlet incorporates other vegetables such as Brussels sprouts and sweet potatoes in its recipes. We typically adjust around 40 per cent of our menu depending on the country.” 

There are bigger plans in the pipeline still, with plans to open in Cairo, Saudi Arabia, the United States, Australia, and New Zealand. Each development will consist of corporate and franchised investments. As the brand continues to gain international recognition, more investors are seeing the potential in eeetwell and becoming a valuable part of the growth of the business.

How does Mr Soltan feel about entering these larger markets where the competition in the health food space is much fiercer?

“As far as I am concerned, I don’t view other health food chains as competition. That’s because I would love to see more healthy stores out there in the world, as opposed to fast food chains. At the end of the day, it’s about getting the message across that eating healthily is good for you. I am a firm believer that traffic will head our way eventually because our brand is strong, and people recognise our desire to give back to the communities we operate in. And, if someone is a fan of another salad bar today, they’ll be more likely to want to try the menu at eeetwell tomorrow, and vice versa.  As long as they’re eating healthily, I’m happy,” he concludes.