The Rise of Middle Eastern Cuisine in Supermarkets

The QSR and Casual Dining Boom

In the United States, CAVA is the poster child. It’s set to reach nearly 370 locations by 2024, with a billion-dollar revenue run-rate. In the UK, German Doner Kebab has raced past 140 outlets, firmly planting doner in the quick-service mainstream. In Australia, Zeus Street Greek has expanded across metro centers. Independent shawarma and kebab players thrive in food courts.

This wave matters because QSR and casual dining are the cuisine’s proof stage. Once you can order it on a lunch break in multiple cities, it’s no longer “ethnic exploration.” It’s convenience eating.

Growth trajectory comparison between Middle Eastern cuisine and Indian food in QSR and casual dining shows a sharp increase in popularity for Middle Eastern cuisine from 2018 to 2023, indicating quicker mainstream acceptance.

The Supermarket Crossover

Supermarkets follow when a cuisine has critical familiarity. We’ve already seen it start:

• CAVA dips and spreads are on shelves at Whole Foods and Costco in the US.

• Zeus Street Greek has launched 15 SKUs with Woolworths in Australia.

• UK majors like Tesco, Sainsbury’s, and M&S are ranging kebab kits, kofta, and mezze platters alongside their Indian ready-meal aisles.

  
  

These aren’t experiments; they’re the early footholds of a category migration.

Graph illustrating the rapid growth of Middle Eastern cuisine from 2018 to 2023, paralleling Indian cuisine's path as it moves from quick-service restaurants and casual dining into mainstream supermarkets.

Lessons from Indian Cuisine

Indian cuisine was once the “new ethnic food.” Its crossover followed a similar pattern: QSR and casual growth, then supermarket dominance. Today, Indian ready-meals and sauces are entrenched. Brands like Tasty Bite in the US and Patak’s in Europe have entire aisles dedicated in the UK.

That precedent shows the lag time. Once QSR momentum peaks, retail uptake follows within a few years.

Why Middle Eastern is Next

Middle Eastern cuisine is poised for growth. Here’s why:

• Familiar yet distinctive: Chicken, beef, and flatbread come with signature flavors of garlic, tahini, shawarma spice, and pickled turnip.

• Ready-meal friendly formats: Kebabs, wraps, bowls, and mezze trays fit perfectly in frozen and chilled meal packaging.

• Demographic pull: Younger, urban, multicultural consumers are driving trial.

• Global signals: Strong growth is evident across the US, UK, and Australia simultaneously.

  
  

What’s Next for Supermarkets

Expect Middle Eastern cuisine to carve out the same supermarket real estate Indian once claimed. A visible, permanent block in the chilled and frozen ready-meal aisles is on the horizon. The brands that land first with clarity of offer — and own the consumer’s idea of “shawarma at home” — will define the category for years.

We’re standing at an inflection point. The QSR and casual dining explosion is undeniable. The first retail launches are already underway. The question isn’t if Middle Eastern ready-meals will become mainstream, but which brands will control that shelf space when it does.

At High Agency, we track these diffusion signals so founders and retailers can act ahead of the curve. The Middle Eastern wave is rolling — now is the time to be ready for it.

The Future of Food Culture

As we look ahead, it’s clear that food culture is evolving. Supermarkets are no longer just places to buy groceries; they are becoming cultural hubs. They reflect our tastes, our preferences, and our evolving culinary landscape.

The rise of Middle Eastern cuisine is just one example. It highlights the power of food trends and how they shape our eating habits. We are witnessing a transformation in how we perceive and consume food.

So, what does this mean for us? It means we need to stay ahead of the curve. We must embrace change and adapt to new flavors and experiences. The future of food is bright, and it’s filled with exciting possibilities.

Let’s be part of this journey together. Let’s explore new flavors, celebrate diverse cuisines, and redefine what it means to eat well. The world of food is at our fingertips, and it’s time to dive in!