The Mansaf Wars
8/9/20253 min read
The Mansaf Wars
Because of the way some “investors” operate here — and because many people think business is as easy as copy & paste — they skip the entire process of actually studying a project before starting it.
Instead, their “market research” is something like this:
“Haj Ahmad opened a mansaf restaurant and wow… it’s doing great! People are lining up! Let me open a mansaf restaurant just like his!”
The result of this brilliant “innovative” investment approach? Mansaf restaurants are now more common than burger joints and pizzerias combined.
And because of this unplanned expansion, the once-thriving “Haj Ahmad Restaurant” and “Ahmad Haj Restaurant” are now in danger — heading straight into the fly-swatting stage (which usually comes right before the door-closing stage).
So, owners of both the old and new restaurants — including those with a great reputation for quality, as well as those still enjoying their honeymoon phase — have turned to social media and marketing campaigns to shine a spotlight on their places. Sometimes they bring in bloggers; other times they go all-in with DIY advertising gems like:
“Our lamb is unmatched — raised with love and luxury.”
“Our lamb was the king of the pasture and the king of the forest.”
“Our lamb holds 3 gold medals in jameed swimming.”
“Our jameed is made from the milk of sheep from the mountains of Salt.”
“Our jameed is stored in Karak Castle because it’s that unique.”
“Our rice isn’t just rice — it’s planted in our green hearts.”
“Our chef is so skilled he can make kangaroo mansaf.”
“Buy a mansaf and get the lamb’s head free.”
“Tell us your birthdate and get a free rolled mansaf ball.”
“Our local ghee is 100% pure — we swear on it!”
It’s both sad and funny that these are used as life rafts in such a dangerous, competitive environment. We’re talking about investments worth hundreds of thousands of dinars… all betting on imitation!
Soon, we might hear promotions like:
“Eat now, pay later — if you don’t like our mansaf, it’s on us!”
Or even:
“Friday mansaf available in 4 easy weekly installments.”
Yes, there are some truly exceptional names in the world of mansaf restaurants. But how long can they survive price wars? For example:
When you see a kilo of mansaf drop from 26 dinars to 16 dinars (or less), you have to ask:
Were your prices too high before?
Or did you lower quality just to reach that price?
In this fierce competition — fueled by a flood of unplanned mansaf restaurants — price becomes the main battleground. And let’s be honest: not everyone is willing to pay 10, 15, or even 7 or 8 dinars for a single plate when the kilo is going for 16 or 14… for something that only resembles mansaf.
So here’s my message:
To the well-known, reputable brands:
Recalculate your costs and margins — once, twice, even three times. You’re entering a brutal price war. Smartly lowering profits is better than losing your customers to a newcomer. Remember the golden marketing rule: Never give your customer a reason to try your competitor’s food.
To the customer:
Price matters, of course, but know what you’re eating. Find out the source and quality of the meat, jameed, rice, and ghee (and yes — watch out for the fake “colored” ghee). And always check the hygiene standards of the place you buy from.
I’m certain that those who act early — adjusting their pricing and positioning — will survive with decent profits and keep the largest possible share of their customers.
Don’t be fooled into thinking you’re “too big to fail” or that you “own” the market. In competition, there’s no such thing as “too big” — the blow might come from the smallest, least-expected rival you never even considered.
— Eyad