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Name: Maoz--George Street Falafel LLC

Type of business: Kosher vegetarian fast-food restaurant

Address: 385 George St., New Brunswick

Telephone: (732) 543-1600

Web site: maozusa.com

Founded: Opened March 8

Hours: Monday-Saturday: 11 a.m.-11 p.m.; Sunday: 11 a.m.-10 p.m.

Top officers: Owner-partners David Brous of Scotch Plains, Larry Goldberg of Springfield, and Robert Wolberg of Edison.

How would you describe your business?

"We are a quick service vegetarian kosher restaurant featuring falafel in a whole wheat or regular pita with a complementary toppings bar and sauces. The handmade falafel balls blended with spices are made fresh daily as are the carrot, orange, and apple juices. We also brew our own lemonade and the iced tea. We combine the two into what we call the Arnold Palmer: one-half lemonade and one-half iced tea," said co-owner/partner David Brous.

What makes your business special?

"We are kosher and have our certification from Rabbi Israel Mayer HaLevi Steinberg. We are also vegetarian and mostly vegan. We cater to not just vegetarians but to people of all ages who enjoy healthy inexpensive quick service food. We are the only kosher and the only vegetarian restaurant in New Brunswick."

What goals do you have for the business?

"Our goal is to meet the needs of the community and to give them tasty healthy food at a reasonable price. We also do catering and plan to do more. We will be delivering, but not for a couple of months. We expect to open up additional locations in and around New Jersey."

How has your business changed?

"We've only been open for a short time, but the word is getting out. Business is increasing every day. The reaction from our customers has been excellent and because of that they are helping us spread the word."

What was your most important deal?

"When we opened on March 8, we celebrated with offering free food. When we held the ribbon cutting ceremony on April 7, we gave out free falafel balls again. When we see a lot of people on the street we will send out our people with menus and/or free falafel balls to taste. We seem to be a hit with the college students, with the Jewish community, and the Indian community. We are talking with the Indian group about catering at their annual meeting in July for 600 people. We just did an event on Israeli Independence Day at the East Brunswick Jewish Center for 165 people."

What changes do you expect in your business in the next 10 years?

"We expect to have many stores throughout New Jersey and to broaden the menu. Maoz is part of an Israeli franchise and has 30 locations around the world, with seven or eight in New York City, there are two in Philadelphia, one in Washington, D.C., one in Boca Raton, Fla. one in San Francisco, and the rest in Europe. The first Maoz was in Amsterdam."

What is the most important thing you've learned in your business?

"Hiring the right people and maintaining the proper staff is key to a successful operation. We have very high standards and people have to come up to those standards and meet them. We are always making sure they are up to date on all the special recipes, how to work with people, and how to process food. We pride ourselves in our quality and in the cleanliness of our facility."

What advice would you give to someone considering you line of work?

"They have to be truly committed and understand that it's a full-time thing and a lot of it has to do with it being location, location, location."

Is there anything else you would rather be doing?

"Just opening more stores faster."