Mayyil: Brand & Digital Strategy for a Fast-Casual Concept in the UK
- Client: Mayyil
- Location: London, UK
- Industry: Fast-Casual Food & Beverage (Lebanese Cuisine)
- Scope: Brand Strategy, Digital Marketing Strategy, Brand Identity (in collaboration with the Coana Collective)
The Opportunity
Mayyil is a modern Lebanese fast-casual restaurant created by the team behind the well-known Beit El Zaytoun. With current locations in Knightsbridge and Notting Hill, and a third soon opening in Angel Islington, Mayyil has begun expanding its footprint across London – with plans underway for the UAE in early 2025. The concept was built around authentic Lebanese sandwiches and street food, adapted to London’s on-the-go lifestyle.
The name Mayyil means “pass by” – a nod to its convenient grab-and-go nature. But entering one of the world’s most competitive food markets required more than just great food and a clever name. The team needed a brand strategy that made Lebanese flavors feel both familiar and exciting to a diverse, fast-moving urban audience.
By combining strategic clarity with cultural authenticity, Coana helped position Mayyil as a modern Lebanese food experience built for busy city life – with a brand architecture capable of scaling across borders.
Our Approach
Coana developed a comprehensive brand and digital strategy to define Mayyil’s positioning, audience connection, and market pathway – and partnered with creative collaborators to bring the full identity to life.
Market & Brand Audit – Reviewed the competitive QSR (quick service restaurant) landscape in London and identified positioning gaps for Lebanese cuisine.
Audience Segmentation – Developed personas that extended beyond the Arab community, focusing on time-sensitive urban diners who value speed and quality.
Menu & Language Strategy – Crafted approachable messaging around menu items – keeping cultural authenticity while ensuring accessibility and relatability.
Brand Narrative & Voice – Created a brand story that celebrates Lebanese hospitality while aligning with the rhythm of London life.
Digital Strategy & Conversion Paths – Outlined content formats, platform priorities, and digital journeys designed to drive awareness, foot traffic, and online engagement.
Creative Briefing – The brand and digital strategy directly informed the visual identity process, executed by design partners from the Coana Collective.
The Impact
- A clearly positioned brand with a compelling story that blends culture, convenience, and community.
- A scalable concept now expanding across the UK and preparing for international launch in the UAE.
- A consistent digital presence that attracts, educates, and converts new audiences.
Coana’s strategy laid the foundation for franchise growth – a model now being explored as Mayyil gains traction in the fast-casual segment.
See their journey continue at mayyil.co.uk
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