When Ayman Assi opened a modest Lebanese grab-and-go concept in 2022, few would have predicted its cultural and culinary impact. Initially known as Beit El Zaytoun – On The Go, the venture aimed to capture the essence of Lebanese street food in a fast-paced, modern format.
Assi recalls: “Back in 2017, when I opened the first Beit El Zaytoun restaurant in Park Royal, I was doing almost everything myself, designing the space, managing the kitchen, even handling the cleaning. It was a true one-man mission at times.
But when we launched Beit El Zaytoun – On The Go in 2022, which would later become Mayyil, I had a team alongside me. Still, most people didn’t think the concept would last more than a few months.”
But it did more than last. It thrived.
Today, that seed of an idea has grown into Mayyil, a rapidly emerging QSR brand that’s bringing grilled-to-order wraps, rice bowls, and authentic Mediterranean flavours to a new generation of diners across the UK.
Assi recalls: “It started with just me. I designed the space, ran the kitchen, did the cleaning—everything. Most people thought it would last a few months at best.” But it did more than last. It thrived.
The rebrand to Mayyil—Arabic for “come closer”—marked a turning point. Assi explained the significance of the name saying: “We needed a name that stood on its own, something that reflected movement, culture, and flavour.”
The new identity positioned Mayyil as not just a spin-off of its sit-down predecessor, but as a standalone brand with the potential to scale nationally.
With a menu built around grilled-to-order wraps and fresh daily ingredients, Mayyil pairs traditional Lebanese street food with modern tech integrations, including loyalty apps, kiosks, and pre-order functionality.
This blend of authenticity and efficiency has helped the brand cut through the noise in an increasingly competitive QSR landscape.
Assi’s professional ethos is deeply shaped by his years in the Lebanese Army. It was there that he learned discipline, resilience, and how to lead with purpose.
Later, under the guidance of General Hussien Al Kahtani, the Saudi Military Attaché in Europe, he learned the importance of detail, professionalism, and emotional intelligence, principles that would eventually shape his approach to business.
He said: “My routine is military in the best way. I’m up early, I run, I train, and then I’m switched on. I visit stores. I check reports. I listen to my team. You can’t lead from a distance.”
His leadership style blends precision with humility, something that often surprises those who meet him: “People assume I’m overly confident or distant, but I’m deeply grounded. I feel things. I carry pressure quietly.”
Assi is candid about the early missteps in his career, particularly when it came to decision-making under pressure: “I rushed a few partnerships, not because the people were bad, but because I wasn’t thinking clearly. I was reacting, not planning.”
He now operates with a sharpened focus and a firm belief in the power of instinct: “Not every opportunity is the right one. You have to learn when to walk away, and more importantly, when to say no.”
Assi’s commitment to staying true to his culture extends beyond the food he serves, it’s also reflected in how he recharges away from the business.
He said: “Whenever I need to reset, I go home. Lebanon, for me, is more than a destination; it’s where I find peace, family, and simplicity. Being with the people I love, breathing in the sea air, and disconnecting from the pressure, that’s how I recharge.
I don’t need much. Just real conversations, warm weather and a bit of silence.”
In the next 12 to 18 months, Mayyil’s growth strategy will see it expand into high-footfall locations such as transport hubs, university campuses, and central business districts. Franchising is also on the table.
He said: “The model works. Now it’s about multiplying the impact without diluting the identity.”
Despite the pressures and pace, Assi finds his grounding in simplicity. His moments of calm are found at home in Lebanon—“breathing sea air, talking to family, doing nothing”—before returning to the UK recharged and refocused.
His advice to young entrepreneurs entering the QSR space: “Be patient. Be focused. And protect your energy. That’s your fuel.”
In Mayyil, Ayman Assi hasn’t just created another fast-casual chain. He’s building something far more personal: a brand that brings Lebanese culture to the table rooted in authenticity, built for the future.
