{"id":1664,"date":"2025-10-14T10:58:03","date_gmt":"2025-10-14T10:58:03","guid":{"rendered":"https:\/\/restroworks.com\/restrocast\/?page_id=1664"},"modified":"2025-10-27T12:26:51","modified_gmt":"2025-10-27T12:26:51","slug":"amjad-barakat","status":"publish","type":"page","link":"https:\/\/restroworks.com\/restrocast\/amjad-barakat\/","title":{"rendered":"Amjad Barakat on Building Brunch &#038; Cake: From Family Business to Global Caf\u00e9 Brand"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; fullwidth=&#8221;on&#8221; admin_label=&#8221;Hero Section&#8221; _builder_version=&#8221;4.14.8&#8243; background_image=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/10\/law-firm-27.jpg&#8221; parallax=&#8221;on&#8221; custom_margin=&#8221;-100px||-32px||false|false&#8221; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_fullwidth_header title=&#8221;episode #48&#8243; subhead=&#8221;How Amjad Barakat Built Brunch &#038; Cake Into a Global Lifestyle Caf\u00e9 Brand&#8221; button_one_text=&#8221; Listen to this episode now&#8221; button_one_url=&#8221;#audio&#8221; content_max_width=&#8221;900px&#8221; _builder_version=&#8221;4.14.8&#8243; title_font=&#8221;Poppins|600||on|||||&#8221; title_font_size=&#8221;18px&#8221; title_letter_spacing=&#8221;4px&#8221; title_line_height=&#8221;1.8em&#8221; content_font=&#8221;||||||||&#8221; content_font_size=&#8221;18px&#8221; subhead_font=&#8221;recoleta-bold|700|||||||&#8221; subhead_font_size=&#8221;50px&#8221; subhead_line_height=&#8221;1.4em&#8221; background_color=&#8221;#8300E9&#8243; background_color_gradient_start=&#8221;#090b9b&#8221; background_color_gradient_end=&#8221;rgba(166,0,237,0.72)&#8221; background_color_gradient_direction=&#8221;107deg&#8221; background_image=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2025\/10\/Amjad-Barakat-banner.jpg&#8221; custom_button_one=&#8221;on&#8221; button_one_text_size=&#8221;14px&#8221; button_one_text_color=&#8221;#8300E9&#8243; button_one_bg_color=&#8221;#FFFFFF&#8221; button_one_border_width=&#8221;12px&#8221; button_one_border_color=&#8221;#ffffff&#8221; button_one_border_radius=&#8221;9px&#8221; button_one_letter_spacing=&#8221;2px&#8221; button_one_font=&#8221;Poppins|600||on|||||&#8221; button_one_icon=&#8221;&#x49;||divi||400&#8243; button_one_icon_color=&#8221;#8300E9&#8243; button_one_icon_placement=&#8221;left&#8221; button_one_on_hover=&#8221;off&#8221; button_one_custom_margin=&#8221;|||0px|false|false&#8221; custom_button_two=&#8221;on&#8221; button_two_text_size=&#8221;14px&#8221; button_two_text_color=&#8221;#29cb8b&#8221; button_two_bg_color=&#8221;#ffffff&#8221; button_two_border_width=&#8221;12px&#8221; button_two_border_color=&#8221;#ffffff&#8221; button_two_letter_spacing=&#8221;2px&#8221; button_two_font=&#8221;Poppins|600||on|||||&#8221; button_two_icon=&#8221;&#x24;||divi||400&#8243; custom_margin=&#8221;||38px|||&#8221; custom_padding=&#8221;230px||8vw||false|false&#8221; custom_padding_tablet=&#8221;230px||18vw||false|false&#8221; custom_padding_phone=&#8221;50px||17vw||false|false&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; content_font_size_last_edited=&#8221;off|desktop&#8221; subhead_font_size_tablet=&#8221;40px&#8221; subhead_font_size_phone=&#8221;30px&#8221; subhead_font_size_last_edited=&#8221;on|desktop&#8221; background_last_edited=&#8221;on|phone&#8221; background_image_tablet=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2025\/10\/Amjad-Barakat-banner.jpg&#8221; background_image_phone=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2025\/10\/Amjad-Barakat-banner-mobile.jpg&#8221; background_enable_image_tablet=&#8221;on&#8221; background_enable_image_phone=&#8221;on&#8221; button_one_letter_spacing_hover=&#8221;2px&#8221; button_two_letter_spacing_hover=&#8221;2px&#8221; global_colors_info=&#8221;{}&#8221; button_one_text_size__hover_enabled=&#8221;off&#8221; button_two_text_size__hover_enabled=&#8221;off&#8221; button_one_text_color__hover_enabled=&#8221;off&#8221; button_two_text_color__hover_enabled=&#8221;off&#8221; button_one_border_width__hover_enabled=&#8221;off&#8221; button_two_border_width__hover_enabled=&#8221;off&#8221; button_one_border_color__hover_enabled=&#8221;off&#8221; button_two_border_color__hover_enabled=&#8221;off&#8221; button_one_border_radius__hover_enabled=&#8221;off&#8221; button_two_border_radius__hover_enabled=&#8221;off&#8221; button_one_letter_spacing__hover_enabled=&#8221;on&#8221; button_one_letter_spacing__hover=&#8221;2px&#8221; button_two_letter_spacing__hover_enabled=&#8221;on&#8221; button_two_letter_spacing__hover=&#8221;2px&#8221; button_one_bg_color__hover_enabled=&#8221;off&#8221; button_two_bg_color__hover_enabled=&#8221;off&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">In this episode of Restrocast, Amjad joins Ashish Tulsian to share how he went from reviving his family business in debt to launching Dubai\u2019s favorite lifestyle caf\u00e9 brand, Brunch &amp; Cake, now spanning 28 stores across six countries. He discusses building through failures, mastering franchising, learning from Japan\u2019s culture of perfection, and why wisdom, discipline, and the right team define lasting success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/youtu.be\/_4B1DUGTpXU\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/11\/Youtube.png\" width=\"50\" height=\"50\" alt=\"\" class=\"wp-image-355 alignnone size-thumbnail\" \/><\/a> \u00a0<a href=\"https:\/\/open.spotify.com\/episode\/33dOdjRSPcIS40IYDlLrDr?si=51653c207b7c4584\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/11\/Spotify-1.png\" width=\"50\" height=\"50\" alt=\"\" class=\"wp-image-356 alignnone size-thumbnail\" \/><\/a> \u00a0<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/how-amjad-barakat-built-brunch-cake-into-a-global\/id1649388502?i=1000731768042\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/11\/apple-podcast.png\" width=\"50\" height=\"50\" alt=\"\" class=\"wp-image-358 alignnone size-thumbnail\" \/><\/a> \u00a0<a href=\"https:\/\/music.amazon.com\/podcasts\/0a73fe9e-112f-4ad3-ac57-44ae7a8d46e5\/episodes\/42808fc2-7572-43f6-97b3-495405b5d85e\/restrocast-how-amjad-barakat-built-brunch-cake-into-a-global-lifestyle-caf%C3%A9-brand\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/11\/Amazon-1.png\" width=\"50\" height=\"50\" alt=\"\" class=\"wp-image-359 alignnone size-thumbnail\" \/><\/a> <\/span><\/p>\n<p>[\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|desktop&#8221; admin_label=&#8221;Contact Form Section&#8221; _builder_version=&#8221;4.14.8&#8243; background_color=&#8221;#f1f5f9&#8243; max_width=&#8221;96%&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;||100px|&#8221; custom_margin_tablet=&#8221;||100px|&#8221; custom_margin_phone=&#8221;||100px|&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;80px||0vw||false|false&#8221; custom_padding_tablet=&#8221;80px||0vw||false|false&#8221; custom_padding_phone=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;|||15px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><span style=\"color: #333333;\">ABOUT THE HOST<\/span><\/h3>\n<p>[\/et_pb_text][et_pb_divider color=&#8221;#29cb8b&#8221; divider_weight=&#8221;3px&#8221; _builder_version=&#8221;3.2&#8243; max_width=&#8221;50px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_image src=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2022\/10\/THE-HOST-ASHISH-TULSIAN.png&#8221; title_text=&#8221;THE-HOST-ASHISH-TULSIAN&#8221; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; text_font_size=&#8221;18px&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;|||15px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Ashish is a serial entrepreneur and serves as the CEO &amp; <\/span><span style=\"font-weight: 400;\">Co- Founder of Restroworks.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">He is one of the entrepreneurs who has mastered the art of bootstrapping startups to scale. Ashish is a prolific angel investor and mentors budding entrepreneurs and startups in Silicon Valley and India.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;|||15px|false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><span style=\"color: #333333;\">ABOUT THE GUEST<\/span><\/h3>\n<p>[\/et_pb_text][et_pb_divider color=&#8221;#29cb8b&#8221; divider_weight=&#8221;3px&#8221; _builder_version=&#8221;3.2&#8243; max_width=&#8221;50px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_image src=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2025\/10\/About-Amjad-Barakat-8.png&#8221; alt=&#8221;David Bloom&#8221; title_text=&#8221;About Amjad Barakat-8&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;-20px||||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; text_font_size=&#8221;18px&#8221; min_height=&#8221;105.6px&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;|15px||15px|false|true&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px|||||&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Amjad Barakat is the Co-founder and CEO of Brunch\u2019n\u2019Cake, a globally loved lifestyle caf\u00e9 brand with 28 stores across six countries. A serial entrepreneur, he has built ventures across fashion, real estate, hospitality, and modular construction. Known for his resilience and creativity, Amjad\u2019s journey reflects relentless reinvention and a passion for turning ideas into thriving global brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.14.8&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_margin=&#8221;5%|||&#8221; custom_margin_tablet=&#8221;5%|||&#8221; custom_margin_phone=&#8221;18%||||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px|0px||0px|false|false&#8221; use_custom_width=&#8221;on&#8221; width_unit=&#8221;off&#8221; custom_width_percent=&#8221;100%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;3.25&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.14.8&#8243; text_font=&#8221;Raleway|800|||||||&#8221; 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module_alignment=&#8221;right&#8221; custom_padding=&#8221;0px|0px|3px|0px|false|false&#8221; custom_padding_tablet=&#8221;||120px|&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;96%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px|||||&#8221; link_option_url=&#8221;<\/p>\n<div id=%22buzzsprout-player-12521774%22><\/div>\n<p><script src=%22https:\/\/www.buzzsprout.com\/2042325\/12521774-rise-to-the-top-the-story-of-wow-bao-s-geoff-alexander.js?container_id=buzzsprout-player-12521774&#038;player=small%22 type=%22text\/javascript%22 charset=%22utf-8%22><\/script>&#8221; sticky_position=&#8221;top&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; link_option_url=&#8221;<\/p>\n<div id=%22buzzsprout-player-12521774%22><\/div>\n<p><script src=%22https:\/\/www.buzzsprout.com\/2042325\/12521774-rise-to-the-top-the-story-of-wow-bao-s-geoff-alexander.js?container_id=buzzsprout-player-12521774&#038;player=small%22 type=%22text\/javascript%22 charset=%22utf-8%22><\/script>&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; sticky_position=&#8221;top&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h1 id=\"audio\">Episode #48<\/h1>\n<p><script src=\"https:\/\/www.buzzsprout.com\/2042325\/episodes\/18008015-how-amjad-barakat-built-brunch-cake-into-a-global-lifestyle-cafe-brand.js?container_id=buzzsprout-player-18008015&#038;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Information Section&#8221; _builder_version=&#8221;4.14.8&#8243; max_width=&#8221;100%&#8221; module_alignment=&#8221;right&#8221; custom_padding=&#8221;14px|0px|54px|0px|false|false&#8221; custom_padding_tablet=&#8221;||120px|&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;96%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_tabs active_tab_background_color=&#8221;#8300E9&#8243; inactive_tab_background_color=&#8221;#B3B3B3&#8243; active_tab_text_color=&#8221;#FFFFFF&#8221; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; tab_text_color=&#8221;#FFFFFF&#8221; tab_font=&#8221;Poppins||||||||&#8221; custom_margin=&#8221;0px||0px||true|false&#8221; custom_padding=&#8221;0px||0px||true|false&#8221; border_width_all=&#8221;0px&#8221; border_color_all=&#8221;#D6D6D6&#8243; border_style_all=&#8221;none&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_tab title=&#8221;Description &#8221; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; body_text_color=&#8221;#6B6B6B&#8221; body_font_size=&#8221;18px&#8221; body_line_height=&#8221;1.8em&#8221; tab_font_size=&#8221;18px&#8221; tab_letter_spacing=&#8221;1px&#8221; tab_line_height=&#8221;2.3em&#8221; custom_padding=&#8221;40px||40px||true|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">In this episode, Ashish Tulsian sits down with Amjad Barakat, CEO, Brunch &amp; Cake. He went from being $3 million in debt at age 18 to building one of the region\u2019s most popular caf\u00e9 brands. He started by helping out in his family\u2019s luxury fashion business on weekends, eventually saving it by the time he was 24. By 27, he had launched a real estate company and then moved to Dubai to explore new opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After gaining experience through consulting and partnerships in Saudi Arabia (including Shaziz), a failed food truck venture pushed him to start over again. This led to Bespoke Trailers and, during COVID, a bold move to acquire 51% of a modular construction company called BMS, which now has a large factory and around 500 employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea for Brunch &amp; Cake came from a trip to Barcelona, where Amjad was inspired by the creative food presentation. A quick handshake deal with the founder brought the brand to Dubai, where it became an instant hit with long queues and fast table turnover. During COVID, Amjad took a big step and acquired the brand globally in 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, Brunch &amp; Cake has 28 stores open and 32 more signed. The brand runs on a strong franchise model with weekly mystery diners and a unique \u201cGrandma Score\u201d to measure quality. He\u2019s also launched a new counter-service brand called Olas. Amjad talks about becoming more thoughtful and less emotional in business, the importance of adapting to local cultures, and how Japan taught him to \u201cdo it right the first time.\u201d<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Find us online:\u00a0<\/b><\/p>\n<p><b>Ashish Tulsian-<\/b><a href=\"https:\/\/www.linkedin.com\/in\/ashishtulsian\/\"> <span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><b>Amjad Barakat- <\/b><a href=\"https:\/\/www.linkedin.com\/in\/amjad-barakat-ba15a0156\/?originalSubdomain=ae\"><span style=\"font-weight: 400;\">LinkedIn <\/span><\/a><\/p>\n<p>[\/et_pb_tab][et_pb_tab title=&#8221;Transcript&#8221; _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; body_font_size=&#8221;18px&#8221; tab_font_size=&#8221;18px&#8221; tab_letter_spacing=&#8221;1px&#8221; custom_padding=&#8221;40px||40px||true|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I started completely in a complete different, our family business is fashion retail. I decided to resell the business and we exit, so we exited. I felt Jordan is claustrophobic for me.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I felt that I cannot grow, it&#8217;s a small place and I had bigger ambitions and I decided to come to Dubai. Third time in my life I have to go back to zero. We sat and we ordered and the dish came and I was like, my god, I&#8217;ve never seen anything like this, you know.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The visual identity of these dishes was mind-blowing.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What restaurant offers this? <\/span><span style=\"font-weight: 400;\"><\/p>\n<p><\/span><\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In Dubai you&#8217;re like driving on first gear all the time. There is no chance that you relax, you know. If you want to have siesta and sleep between four to six, go to Spain, don&#8217;t come to Dubai.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Has something changed now?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Slowly with time you start to learn, one, to be wiser, to be less emotional. The biggest learning was for me is the team that you surround yourself.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A lot of brands fail because, you know, they couldn&#8217;t localize them, because they couldn&#8217;t rally their partners to do the right thing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We get four to five franchise requests per day and we get four to five signings per day.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Hi, welcome to Restrocast. Today on the pod we have Amjad Barakat, who&#8217;s the co-founder and CEO at Brunch&#8217;n&#8217;Cake, a Spanish origin brand that is really doing great stuff in the world. With 28 stores in six plus countries already, Amjad is not only taking Brunch&#8217;n&#8217;Cake, you know, at full speed. I think the best part of the story, this conversation is about Amjad&#8217;s spirit of entrepreneurship getting bankrupt almost, you know, three times. But each time rising from the ashes, bigger, better, wiser and wealthier. He&#8217;s a fun guy, but at the same time, somebody who, you know, who calls himself risk taker all the time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But I saw somebody who has an eye for concepts, who has an eye for hospitality, eye for things that really work. And through this story, you will see that coming to life, you know, multiple times in his journey. This is an inspiring conversation every entrepreneur must watch. Welcome to Restrocastt. Amjad, welcome to Restrocast.\u00a0<\/span><\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thank you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Amjad, you know, congratulations on all the success that is coming your way with Brunch&#8217;n&#8217;Cake. But, you know, we would like to know, you know, how it all started. My thesis is that people rarely choose, you know, restaurant industry thinking, you know, through what they&#8217;re choosing. They generally fall into it. So I would like to know what&#8217;s your story, because I believe that it must be no different.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Well, buckle up. So I started completely in a completely different business. Our family business is fashion retail. My dad was in watch business in the 70s. He lived in Kuwait, then in Palestine, then Egypt, then Kuwait, then Dubai, actually in the in the 60s. And then\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">in the 60s.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah. And then because Kuwait and Dubai was, you know, common ground. And then he went, all my brothers are born and raised in Beirut. And then before the war, we left again, he went to Jordan, and we started more in fashion retail. So we were brought into high-end fashion retail, you know, Canali, Brioni, all the high-end men&#8217;s fashion. So at the age of 16, I looked like an Italian mobster, you know, full on tailored suits. And this was the family business. And my dad was, where we come from in Palestine is known to be purely businessman. It&#8217;s all entrepreneurs. It&#8217;s one of the most business-savvy cities in history.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you&#8217;re originally from Palestine?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m Palestinian. So and I was born and raised in Jordan. And so we started in fashion retail. And my dad was one of the people that will throw you on your weekends in the shops to work and to learn. So I started working at 15 with my dad, obviously softly. And at the age of 18, he had financial difficulties. So he had to go into a cycle. So what was work for fun, became a job and became actually something that I have to do. So I started working very early. That moved into into, you know, that difficult time have created a vacuum that I have to take care of the family business. And I&#8217;m the youngest in between my brothers. So I had to start from a couple of million miners to basically go back to zero.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So at the age of 24, I managed to reach zero. So when sometimes people tell you, you know, I started from zero, I said, No, I start from 3 million plus, 3 million minus, sorry. So we&#8217;ve actually kind of started in that I&#8217;ve made, you know, decent work, I&#8217;ve knew how to maneuver and how to recover. At the age of 24, moved the family business into real estate development. I ran a public listed real estate company within three years.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you started a real estate development that you listed?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Family, yeah. So we grouped up a couple of families, and we started a company over there, then that was in Jordan, and then it became publicly listed. And I ran it at the age of 27.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Nice.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So and then I saw no future in the overall economic situation. Jordan is a tough place. So I decided to advise that we sell the business and we exit. So we exited. And then I decided that, you know, I need to start something else.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But I&#8217;m sorry, I&#8217;m curious. You&#8217;re saying that Jordan had the opportunity for you to start a company and list and it&#8217;s in the Jordanian exchange.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, still is.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you had the opportunity to start a business and then listed publicly, but you still felt that the economic opportunity was less, the dichotomy is like&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In Jordan, you can list a company for four or five million dollars, where in anywhere else in the world, you do not really qualify. So it&#8217;s a micro economy. It&#8217;s a very small country, comes with a lot of baggage. And then it&#8217;s, you know, it&#8217;s home, it&#8217;s where I was brought. But it has a lot of pressure around it from,\u00a0 from so many factors, political, economical. So I had to start all over again. And again, as much as I&#8217;ve done, you know, with, you know, coming, bringing back our family, putting everything back together. The mentality of a lot of Arabic families, like you either work with the family or you&#8217;re an outcast. So my dad gave me and he passed away a couple of years ago.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We were very, very close. And he told me, listen, you either work with the family or you need to go build your own thing. So I had to start from scratch for the second time. So and I didn&#8217;t have any money. And so I said, Okay, well, what would I do? So I went to Kempinski in Jordan, they had a hotel in Amman, which is a corporate hotel. So the pool that they have is very nice, but it&#8217;s deserted, nobody sits, you know, corporate hotels, people go in one and a half days, they don&#8217;t read. So I went to the hotel owner, and I gave her a proposal to do sort of a pool club on that pool. She loved the idea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But she told me, listen, as much as I like it, I&#8217;m the hotel owner, it&#8217;s still operated by Kempinski. So now you need to go convince Kempinski. And I was lucky that they had the GMs meeting happening in that hotel like a month after. So she told me the vice president will be there so you can meet him, I&#8217;ll give you five minutes with him, convince him, if he says yes, it most likely will pass. So I had literally a proper elevator pitch, a five minute with a guy. I had all my papers, wrote it to him. And he was like, scream to it. He said, I love it, do it. I said, you know, I know.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They told me this is not as per the book of Kempinski. So he told me, my friend, I wrote the book. So don&#8217;t worry about it. Go ahead. So we actually did that place, we did half a million dollars in our first month. So they used to do $10,000.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So it was 50x what they were doing.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So what year was that?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That was 2008. So all of a sudden, we create this big bang. And we were very visible. And I created that company without investing a single penny. So it was because I cannot rent it, and they have to invest it. It&#8217;s a management deal. So so that were the company name, we called it flip. So we said, we&#8217;re going to flip places, or we&#8217;re going to flip failing restaurants, we&#8217;re going to flip places that do not perform and take it over. So within the first three years, we became the largest nightlife operator in the country. We had 11 places, including beach clubs, bars.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So Kempinski gave us the whole country. So we had Dead Sea, we have Red Sea, we have, we have another hotel in Jordan called Landmark, we have three, we had the pool. So everybody that has a pool wanted to give it to us.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Everybody has a rooftop wanted to give it to us all hotels, which obviously is, you know, they have cash, they have property. And similar to what globally now today, back in the day, you know, they don&#8217;t want to operate, they don&#8217;t know how to operate F&amp;B.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What did you do? What does it take to convert Kempinski who has the infrastructure, who has the right pool, who has, you know, what does it take for you to flip that?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We needed to, it was an empty hotel pool with rattan chairs with no music with, you know, a mediocre menu of food. We turned it into a proper almost nightclub, you know, and you know, we had DJs, we had international DJs used to do parties for two, 3000 people, which at the time did not exist in Jordan, you know, you don&#8217;t have these large size clubs. So we managed, you know, it was pretty aggressive at the time for a country like Jordan, you know, they were like, but we also we were lucky a little bit that the cover of a hotel gives you a lot of pass, you know, you&#8217;re, you&#8217;re, you&#8217;re, you know, shielded from, from, from, from many factors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So we did, we did very well. After being, you know, at some point, we had a statistic, we used to sell a large number of alcohol on a monthly basis, we contributed to 7% of the consumption of all the liquor companies in Jordan.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Oh, wow. So you were literally getting Jordan drunk?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah. So what I&#8217;ve done after is that I felt Jordan is claustrophobic for me, I felt that I cannot grow, it&#8217;s a small place. And I had bigger ambition. So we sold, we exited, and I decided to come to Dubai. And it was a all in strategy, there was no coming back for me.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So it was like, I mortgaged my house, I sold everything I have, I took everything, every penny I&#8217;ve made all my life. And I said, Okay, Dubai is a different monster when you want to start, you know, is the economics is completely different, you know, you cannot build a restaurant here for two $300,000. So we came in. Luckily, we came with a management mindset and consultancy. So we did not start off by opening restaurants, we said, Okay, let&#8217;s learn. So we opened a consultancy firm.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Which year?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">2013.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So Dubai was kind of taking off?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Kind of taking off. And I met my partner, actually, my business partner, Jamal, who&#8217;s Swiss American, born and raised in Palestine. Funny enough. And we met.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Born and raised in Palestine.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, he&#8217;s 100% American. So he&#8217;s Swiss American, 100%. His mom is Swiss, his dad is American.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Okay.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">His family was, was humanitarian, working for the Palestinian cause in Palestine, they dedicated their whole life to the cause. And he was born in Palestine. So obviously, we connected on many levels. And he was working for Kempinski at the time, when we met, and he moved to Dubai, and then we talked and we decided to, you know, co-found the consultancy firm here. In the beginning, it gave us a lot of insight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I mean, I think that was a major, I don&#8217;t know if it was a coincidence, or, you know, it&#8217;s definitely not maturity, it was probably a bit of luck, a little bit of fear, a little bit of, you know, mixed factors, that we wanted to know a little bit more before we go in. So we started consulting for a lot of groups. We have a decent name within the consultancy, we&#8217;ve done a good track record, but you know, typically you come, they&#8217;ll tell you, okay, what&#8217;s your Dubai experience?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So whatever you&#8217;ve done all your life is wiped out, because you&#8217;re, you know, this is the small city, and this is a real big city. So we&#8217;ve worked, we&#8217;ve learned from what we see what people did mistakes, you know, first project we took to us on the boulevard, someone opened the concept, they showed it to us, and we did started to do ground search. And it was like, you know what, what works on the boulevard is Arabic shisha, which today, if you look for 12 years after, it&#8217;s the dominant concept that on the boulevard.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So we started getting all of these leads and consultancies, we got a lot of work in Saudi, and that was a major break for us. Because Saudi in 2013 was very different. And we established an office there, we established ourselves, and I was commuting between Dubai and Saudi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My whole network of investors was built in Saudi. So we started building restaurants for big families. One of my incredible supporters and partners is the Rajhi family owns the Rajhi Bank in Saudi. So we did for them a small concept, which today have 12-15 branches.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What is it called?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Shaziz. So, you know, we met all of these investors, and you know, you start with small projects with them. And that grew, obviously, with, you know, these are big families, well funded. And so we started off as a partnership or as a consultancy, then they invested with us and it became a partnership. And today, he&#8217;s a very dear friend and very close ally and investor that, you know, I built a lot of their, you know, businesses in Saudi and F&amp;B and vice versa. So after we did the consultancy, we decided to go into food truck business. So we started in 2016. At the time, it was the hype of all the food trucks.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you remember, there was this food truck park, everything. And there was and that came up in 2016, 17, I guess, right? Yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it was a dark period. So we decided to bank on that strategy. Because, you know, food trucks are very attractive. You look at New York, a lot of brands are built of this, and it&#8217;s a very lucrative business. So we said, we&#8217;re going to do 10 trucks at the same time. So we built a whole company said, you know, there&#8217;s a big gap in the market, let&#8217;s go, let&#8217;s dominate that period.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And we banked on we went all in with whatever we have in that strategy, based on that, that the rents are very, almost non existing people. You know, they have a big event that invite you to come for free, because you know, you have a cool concept. The commercials have changed drastically after so developers events started to charge crazy numbers for, for rentals, which eliminated the business completely. Today, you don&#8217;t find any truck operating and other salt is a restaurant, you know, like a truck.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But wasn&#8217;t, I mean, I used to wonder, I remember, you know, these emotions back in 2016, 17. Isn&#8217;t food truck business that to in Dubai or overall Middle East simply means that you&#8217;re wiping out the summer&#8217;s business?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yes and no. And I&#8217;ll tell you, food truck business has major issues because of weather. So first of all, summer is completely wiped out, as you said. But as well, it&#8217;s also weekly only event business, it&#8217;s difficult to maintain a food truck. First of all, the rental brackets that the developers put on it was, was very difficult for anyone to make one. And the second thing, you know, seasonality is very harsh, you&#8217;re already working only on weekends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because yes, if you do 10% of or 20% of your revenue during the week, you still have 20% is a big bracket in your overall P&amp;L. But if you work only on weekends, and not all weekends, and it&#8217;s tough. And in London or in New York, it works because it&#8217;s an everyday business, you know, you have a business tower, it&#8217;s in front of your tower. And it&#8217;s and the rent, it&#8217;s paid to municipality, and it&#8217;s like $10,000 a year. And you have to bid for it. And while here it became, Dubai is a strong hot city. And you know, developers do not really joke. So it becomes much faster, much more. And you know, the numbers that they were putting was so difficult.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So anyway, this whole business got wiped out. So for the third time in my life, I have to go back to zero. So and this time after being relatively established, so we almost bankrupt that company and had to figure it out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So you know, we went to our partners and investors and said, Okay, no, this has happened, we tried everything, we&#8217;ve done everything we can. There&#8217;s obviously they&#8217;re sophisticated investors, they know that, you know, this is not something that was caused by us, this was caused by the whole demographics of this business. So we, we needed to dissolve this business. So we started selling these trucks. And we sold them very fast. And we said, Wow, that&#8217;s actually might be interesting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So so we started buying trucks from China and selling them because we saw that there is a demand and we cannot, you know, we just sold all our trucks. So we, that failing venture started to be something called bespoke trailers. And that company, we started importing trucks and selling them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And you know, here Saudi became lucrative COVID came. That was another difficult part. We had a contract from Abu Dhabi from one of the big developers to build.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;re good, we are Jamal, as we say, we can sell sand to Bedouins. So so we managed to, to, to, you know, to, to, to convince because obviously, we come back from, we come from a hospitality background. So when a factory that want to sell a truck or a modular house or, or a fabricated prefab will present it to you in somehow, and you&#8217;re gonna get a guy that works in a factory to sell it to you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And while me and Jamal, we go and we sell it to you, it&#8217;s a completely different part. So we managed to get a big contract to build 40 room hotel in Abu Dhabi. So it was a big contract.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">During covid?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yes. During covide. And obviously, we didn&#8217;t COVID during COVID. And there was a factory, the biggest one, the biggest factory of food trucks in town in Dubai was, and they suffered because there is no business. So the shark mind started, you know, to click in, and we went in with that contract, we told them, give us 51, you&#8217;re gonna, they were in, they were suffering, they were, and we told them, listen, this could be this, you know, this contract could save your company, but we&#8217;re not going to do it for free.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So give us 51% of your factory, we will run it, we will manage it, and we both get something out of it. So we did that deal in COVID, in lockdown, we met the guy, you know, we took those apps, and you know, you need to go to the supermarket, we met behind closed doors. And we managed to do this deal in COVID. And we got in, we executed that contract. This company today has 500 employees. And it&#8217;s a 10,000 square meter factory, it&#8217;s called BMS, Bespoke Modular Solutions. And we work with everyone, we work with Abu Dhabi, Dubai, we export, it&#8217;s quite a sizable business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s a food truck manufacturing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Is a modular construction. So we moved from trading, we moved from bankruptcy to trading to modular construction, we didn&#8217;t know anything about construction. So when we bought in, we had to remodel the business. And today, it&#8217;s a full on blown joinery. We do many restaurants in Dubai. We build offsite hotels. So we built, you know, stuff for&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So this is like what I mean, explain more. Is it like a prefab?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it&#8217;s a it&#8217;s a three by six LGS models. So you basically, you know, it&#8217;s like legal, you can connect them near each other. And you can build a 3000 square meter hotel by connecting them side by side.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the nice thing about it, you know, the complexity, if you want to build in the world, is that you have to carry steel, cement, people, you have to, it&#8217;s complex. While we build it offsite, completely ACs, units, floor, ceiling, even a single unit, a three by six, get it get carried out on a big trailer. And we just move it and assemble it onsite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So we&#8217;re building a lot of stuff now in Ras Al Khaimah in the world. We do some stuff for Abu Dhabi, and we&#8217;ve we&#8217;re doing some stuff for Al Ula. We&#8217;re doing Red Sea, Neom. We&#8217;re doing a lot. It became a very sizable business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Nice.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But it was born out of bankruptcy. It was born out of challenge.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So that is amazing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thanks.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And you continue to hold 51%?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, we own slightly more now. And we acquired some. But yeah, Jamal, led by my partner, Jamal. Funny enough, Jamal is a Lausanne graduate, hospitality guy that run restaurant. I used to know real estate. I run the restaurant, predominantly, and Jamal runs the factory. Nothing makes sense in what we do.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That is amazing. That is some story. Thanks. And then how did you land onto Brunch and Cake?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So we found our foot a little bit after that shake in the food truck business. And we got a bit of stable ground. And me and Jamal, we were in Barcelona. We go a lot, me and him, we travel sometimes to Ibiza. And on the way back, we saw a massive queue. In London, you see a lot of restaurants with queue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Barcelona, not as much at the time. So we saw this massive queue and we&#8217;re like, we&#8217;re nosy people by nature. So we decided to peek and, you know, say, Okay, let&#8217;s stand in this queue. And it was very interesting. So literally, you know, all around the block. So we stood in line, and it was very cool. They brought for us those small drinks and cookies. And I was like, that is this. And then we got our seat, we sat and we ordered and the dish came and I was like, my God, I&#8217;ve never seen anything like this. You know, the visual identity of these dishes was mind blowing.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What restaurant was this?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Brunch and cake.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Oh, yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bruncheon cake is born in Barcelona in 2010. We saw it in 2018. So and they had four branches at the time in Barcelona and they had weird stuff. So if the queue goes very, very long in one of the branches, they had drivers to take you for free from one branch in order to push you to the other.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No way. That is super cool.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So they were like, if you don&#8217;t want to wait, there is a branch which is 10 minutes away, and we can put you in this taxi and the bulk for five people. And I was like, this is so weird.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It sounds like, you know, brunch and cake wasn&#8217;t like gothic or&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yes, it was very hippie. The founder, Manix, is a very good friend, is a wonder, is a lucky guy. He works three months a year, and he surfs nine months a year. So he&#8217;s a surfer who goes to, you know, Bali, Australia. And that&#8217;s what forged his, you know, if you look at brunch and cake today, is a surf Bali, Barcelona vibe, which he created. He&#8217;s an interior designer by profession.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He&#8217;s a very successful, he used to work with Latharo, which is one of the top designers in Europe. And he created this aesthetics. And because he&#8217;s so good at design, he&#8217;s designed these dishes. And, and we were completely, I mean, locked up that we want to do this venture. It took us nine months to get him to the table. I used to send a friend of mine used to live in Barcelona, and he goes every week. And we were like, man, we need to get to talk to this guy. He&#8217;s traveling. No, he&#8217;s in Australia.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You literally waited for nine months to come back from surfing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I stalked him for nine months, to be precise. So and after that, you know, I was like, I cannot get this guy to coordinate. So I went, I found his name through an article, I added him on Facebook, I sent a message in Spanish. I&#8217;m about to get inspiration from what you do and try and do my own version of this brand because I like it so much. But I you know, I&#8217;m serious, I want to do business. Let you know, and this is the last message I send if you don&#8217;t want to do this, then finish.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So he sent me a message with his number, I called him the next day. He said, I get a lot of people, they call me all the time. I&#8217;m not interested. I told him, let&#8217;s meet up. He told me, okay, come to\u00a0 Barcelona. So I thought I&#8217;ll come tomorrow. I flew, met with a guy, three days refused to speak about business. I was like, okay, I need to like you first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hanged out for three days and he gave me five minutes to do a deal. He told me, listen, I don&#8217;t like to do business. He told me, I make enough money. I drive a bicycle. I have a small house. I have no interest and I make a lot of money for what I do. I&#8217;m, I don&#8217;t know where to spend it. So I&#8217;m not interested in, you know, you making my life complicated. Give me a good deal in five minutes. We either do a good deal or we gain the friendship and we walk away. So I thought, okay, I want all JCC and this is what I&#8217;m willing to pay. And we shook hands in five minutes and the deal was concluded. We started and, you know, we, we did the commercials, finalized the legal and opened Brunch and Cake in Wassel 51.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wow.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">At the beginning when we opened it, we didn&#8217;t know how, you know, Barcelona is not a very on the map for GCC, you know, it&#8217;s not London, it&#8217;s not Paris, not Vienna. So people here, you know, it&#8217;s a very hippie kind of city.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Barcelona has its own bubble and its own liking. It&#8217;s a different style. Correct. It&#8217;s not aspirational that, hey, something is in Barcelona.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, no. It&#8217;s got to make it in the world. Very, very literally. Chefs, yes, you know, you have big names, but, but not actual restaurants. So, so when we opened it, we, we hoped for the best. We liked the product. We liked everything about it, but we didn&#8217;t know if people really knew. So first day I said, okay, we don&#8217;t open the terrace. We had almost 70 seats inside. Let&#8217;s keep it tight. First day we had 120 covers. It&#8217;s a fantastic, you know, good start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Second day we had around 180. Third day we had a thousand. Fourth day we had a thousand two hundred.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Covers.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And yeah, it&#8217;s, it means like, we had almost, almost 18 rounds of seating.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So how and why?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I have no clue. We were shocked. We&#8217;re like, okay, where is this people? We could not cope obviously with the, with the traffic because we were not prepared for it. And people were queuing for three hours. I was, we need to kill this queue. I was like, we started telling people three hours. They say, okay, we&#8217;ll wait. I was like, what? Go home. I need, we cannot tolerate, we cannot cope with it. So we, I took over, you know, we had an operation to manage everything.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I said, okay, we manage it Lebanese restaurant style, you know, one waiter per table. We had something called Formula One team. So we had three people, you know, the moment you lift yourself out of the table, they will attack the table, clean, move, shovel, in order to flip tables faster. We worked for 16 hours shifts for a period of a month. Everyone, including the chef, including the whole team. I was giving away massage vouchers to some of the team just, you know, to defuse their stress. It was, it was, it was amazing. The best problem in the world to have, but it&#8217;s definitely wasn&#8217;t expected.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That is really crazy to hear.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah. So, so obviously we, we knew that the brand or the people that visited and, you know, obviously the echo was a little bit bigger than, than what we.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But I&#8217;ll still double tap on this. What, what, what do you think was the reason? Because this kind of, and that too happening in Dubai, I, I don&#8217;t really think that&#8217;s that simple because Dubai is, has no dearth of new places and fancy places to go to. What, what worked? What happened?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Instagram. It&#8217;s, it&#8217;s at the time there was very few Instagramable dishes. 2019. So at the time, the visual identity for, for people, it was like, okay, that knew it, that knew this is very trendy. And obviously to 19 was also not today. You know, there was a lot of concepts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So there was a lot of, you know, there&#8217;s many successful restaurants, but not in that category specifically. You know, that, and that visual identity was, was, was very, very strong. So we, we rode the wave five months later, COVID. So, so but good that we were very well funded because, you know, we have strong partners at the time, still is. And, and, and our plan was to open five. So we had the funding to open five and, you know, we can hang on. So we&#8217;re risk takers in COVID. I&#8217;ve done most of the deals. I&#8217;m one of the people that really milked COVID.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I bought my house in COVID. I bought real estate. I bought my house. If you look at the listing, it&#8217;s the cheapest deal ever bought in the category of that house. I went in lockdown. And instead of going to Spinneys, I went to see the guy. And then, you know, every time I get those permissions to leave the house in order to facilitate the deal. So COVID, I&#8217;m a positive guy by nature, like, okay, we&#8217;re gonna die, we&#8217;re gonna die. So finish.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I&#8217;m not gonna worry about the loan after that, you know. So and if I&#8217;m gonna survive, I better, you know, this is the bottom rock. So I saw that and I said, Okay, let&#8217;s so we opened three restaurants in COVID. Went to developers, everyone is negative. Nobody wants to invest. Nakhil helped us.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We got two locations with Nakhil in COVID. CapEx deals, low rent support. So we negotiated very, very good deals in COVID. And we said, Okay, we this, this is it. And this is the break I&#8217;m looking for. And if I don&#8217;t benefit from it now, I&#8217;m never gonna make it. So we said, Okay, all in one more time. And we went and it worked. And we managed to get one restaurant in Abu Dhabi with Adar, Dubai, two restaurants with Nakhil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the moment the market recovered, and we&#8217;re lucky Dubai was one of the most organized countries. And COVID was a was a bump. Actually, it was a positive thing after it recovered. Everybody wanted to come here.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And I think COVID here recovered very, very fast, because I remember, you know, our business was, Dubai was the first one for us to see the recovery.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, yeah, it was 40. Nobody had it. Hong Kong.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Under six months, you know, Dubai was back. Yeah, you know, the movement was on and business was doing decent.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, no, no, it recovered fast. And we built the foundation in COVID. We started, you know, we got the deal of the factory in COVID. We got, so I built a good base.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you were you were doing this parallelly on one side, the factory thing was going on the other side, you were bringing brunch and cake here.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, so we&#8217;ve done well, establishing the business there. And then in COVID as well, Mannix, the previous founder, you know, he said, Listen, I&#8217;m annoyed by those three months, and I have to deal with you guys, I have to go to Saudi, I have to, because we&#8217;re expanding the brand, the brand, and it&#8217;s a franchise. So I said, Why don&#8217;t you buy it? You know, you know what you&#8217;re doing, you&#8217;ve done well with the brand, I love what you&#8217;ve done, in terms of remodeling the brand for Dubai and for the rest of the world.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Was he involved?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">He was very involved. Oh, no, he was very involved. Because he used to design every outlet, he&#8217;s involved in the culinary. But he doesn&#8217;t like to be bothered, you know, he wants to serve and live life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So probably, yeah, lucky him. So what we&#8217;ve done, we managed to get to a deal to buy the brand in 2021. So we acquired, we did the reverse acquisition, bought the brand, and now we own it globally. And since then, we started scaling it and, you know, obviously signing countries like India, we have Turkey, Greece. And then, you know, we opened Saudi, Egypt, Bahrain, and started to remodel the brand for a proper global expansion. Obviously, when we know you have full ownership of it, you know, refining, tuning, changing the strategy, the franchise model, how do we go global? How do we build and anchor certain cities in order to have eco globally? So, and it was a major break for us. I mean, this was one big thing, and we love the brand. And we&#8217;ve been, you know, pushing it since.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">How many stores now?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We have 28 globally today. We have signed 32 more. So we will hopefully within the next year, five years, if without signing anything, we will get to 60. We have signing all the time. We&#8217;re giving birth now to a new brand under Brunch and Cake.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s called Olas. Olas will be our counter service, you know, a brand, like the looks of Starbucks and the juice. And cool, edgy, still surf vibe. Very, very modern, you know, California style. Healthy, a little bit, we have 40-50%. You know, collagen shots, protein shakes, big variety. And we&#8217;re planning to open X3, what we do in every country. So we have 180 stores planned.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But a smaller format.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Much smaller. Yeah, we do anywhere between 30 and 75 to 100 square meter max.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Right now with Brunch and cake?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">With Olas. Yeah, yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">With Olas. And is the first Olas live?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The first Olas, we&#8217;ve opened it. It&#8217;s a lab, currently behind closed doors. We have two in Egypt. We have Al Zahya in Sharjah. So we kind of, you know, Dubai still scares me when it comes to business. It&#8217;s a big city and there is no joke here.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You know, you need to know what you&#8217;re doing. So we decided to build one, so we know what we&#8217;re dealing with in Al Zahya in Sharjah, in uptown Al Zahya. So we built an actual store to learn, you know, how can we reach six minutes for every order, learn the product, design it, fine tune it. So when we bring it to Dubai, it becomes version 2.0, not 1.0. We didn&#8217;t want to. Dubai is unforgiving. You know, if you really don&#8217;t know where you&#8217;re stepping, you can even if you&#8217;ve done it many times, you know, you better be geared up for Dubai business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, you sound like a true war survivor. But I agree. I think very few people can be this clear and blunt about Dubai, but people really need to.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">New York is the same. London is the same. You know, big, big, big, big.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You know, I funnily, I tell this to people a lot of times that, you know, in Dubai, I&#8217;ve never had a bad food experience of any cuisine of any type. And they look at me like, like, what do you mean? I&#8217;m like, well, the thing is that people cannot afford to do bad stuff here.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So you just cannot afford if you&#8217;re trying to do food in Dubai, you will, I mean, by the time the bill runs up, and you realize that what does it take to, you know, do it here? And what does it take to sustain? Either you&#8217;ll pull out in time, or you will do it super good. And by that logic, you know, an average food experience in Dubai is actually not just higher than the best food experience in a lot of places.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I agree. And first of all, you&#8217;re not competing. If you go to India, you go to Italy, you&#8217;re competing with Italian brands. You go to India, you&#8217;re competing with Indian brands. You come to Dubai, you&#8217;re competing with everyone. You&#8217;re competing with the whole world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best in Spain, the best in Italy, the best in France, the best in the US. So, and the top tier of the category. So if you&#8217;re not really grinded well to operate, and to sustain, you&#8217;re not going to survive. And here, the people and yes, it&#8217;s an entrepreneurial city in every sense. But it&#8217;s still the top tier of entrepreneurs are coming here, you know, you&#8217;re still grinding with people that know that what they&#8217;re doing, and there is no, there&#8217;s no forgiveness. You know, if you get a slap, it&#8217;s going to be, you know, very difficult to recover.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So you better be shaped. But again, with all that difficulties, look at Dubai today. People like an incredible guy, Orfani, who have done wonders, everything he touched turns into gold. And he&#8217;s, you know, he&#8217;s you put him on any level with any global chefs. And you can be very proud of what people are doing. So there is a platform, if you want perfection, if you want to really do something and you&#8217;re serious about business. You know, I laugh, I say Dubai, you&#8217;re like driving on first gear all the time, there is no chance that you relax, you know, if you want to have siesta and sleep between four to six, go to Spain, don&#8217;t come to Dubai.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That is amazing. Amjad, what has changed as an entrepreneur? You know, this is a fascinating story. And there&#8217;s a fascinating story because of not only grit and perseverance, but you know, continuously taking risks in the name of opportunity. Has something changed now? Are you, you know, post all this, and now that you&#8217;re on a rise with brunch and cake, you&#8217;re kind of, you know, found your tune that you feel is scalable and can take you, you know, long. What has changed?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I feel older. No, it&#8217;s like, what has changed, to be very honest, slowly with time, you start to learn, one, to be wiser, to be less emotional. One of the most things that stuck to my brain, and I use it as a compass. In almost everything I do is a quote. I watch a lot of quotes. I&#8217;m fascinated about it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My learnings, funny enough, come because I feel they&#8217;re very rooted. These are learnings coming throughout history from, you know, in every culture, you have all of these, you know, sayings, and they&#8217;re very deep, if you look at it. And one guy I watched, most of the wrong decisions that you take is based on emotions, not on your heart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your heart beats your brain into taking a decision, it&#8217;s most likely going to be a wrong decision. So obviously, I matured, became, yes, we&#8217;re still risk takers. But we have more fear, because you know, when when you have nothing to lose, you go in and you&#8217;re willing to fight to learn. When you have something now we&#8217;ve built a base, now you need to be wise on how to keep it, how to preserve it, how to diversify how to how to work and how to have, you know, different segments of the business. And that&#8217;s why you started, you know, we have concluded a nice venture in Bali, Indonesia, a partnership that we&#8217;re very excited about. We started working on building stuff in even, I believe, Dubai, and Asia is the best place to invest and grow business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But still, we diversify and doing a couple of stuff in Europe. So the learning, the learning is one, I have a four and a half year old daughter, which I would love to spend more time. So maybe more family time, less, less business whenever possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to slow the pace a little bit, travel more. Most of the learnings I have is similar to what we were saying before. Japan trip was for me, I called it a brain stretch trip. I needed to stretch my brain, I needed to see something new. I needed to feel, you know, go out of the boundary of what I know. So I&#8217;d love to travel more, I&#8217;d love to work a little bit less, maybe. But, you know, we&#8217;re hustlers, you know, this is what we do.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even if, yeah, I feel the vibe, I understand that. Even if you&#8217;re saying that, you know, you&#8217;ll travel to not work, you will end up figuring it out.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;ve never tried. On my honeymoon, I did a minor deal.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But what about Japan, you know, challenge to you? What was the discovery?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I think personally, if, you know, we have this qualification, which I don&#8217;t agree with, but, you know, first world country, second world country, I do not agree with the whole thing. But if I want to say there is a first world country, it&#8217;s Japan only. And then, you know, the rest of the world can argue about two, three, four. It&#8217;s incredible. The Japanese culture is perfectionist, respectful. These people are kind, nice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And I&#8217;ll tell you a very minor, small experience, you know, we&#8217;re walking in the street of Japan, I want to go to, and I had a massive list of restaurants to visit. I had five meals a day. So I go, on multiple occasions, you ask someone in the street that doesn&#8217;t speak English, a Japanese guy, very well groomed, standing in front of a restaurant, looks like he&#8217;s the owner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And I show him a restaurant that I want to go and it&#8217;s 25 minutes walk. And he could not communicate and show me the way he takes grabs my hand, walks me there 25 minutes to get me to the restaurant. And you know, he&#8217;s gonna go back. So it&#8217;s like he&#8217;s he wasted an hour of his life. No way. And it happened twice to me on the trip.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And I&#8217;m like, wow, no one in Japan, you stop in the street to ask anything. And they will just, you know, simply ignore you. They&#8217;ll stop, they&#8217;ll pull their phone, they&#8217;ll get their Google Translate, and then they&#8217;ll start to communicate. So it&#8217;s a there is no, you know, garbage bins in the street, you know, it&#8217;s, it&#8217;s a very fascinating country. And the perfection, they&#8217;re slow and fast in their pace in a weird way, you know, they&#8217;re very progressed, but they also take their time is very interesting. How clean the city is for a mega city of that size.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How respectful this culture is, how, how organized and food for me is, I don&#8217;t think so. And I can give them the best in the category and fish and meat and steak and, and I love ramen. You know, I did something very weird. I went to the hotel concierge. And I was like, I want to know what is the dirtiest alley in Tokyo? Or what is you know, where is the the industrial area of Tokyo?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He was like, I&#8217;ve been working here for 25 years as concierge. This is the weirdest question about you told me can I ask why I told him I want to go there. I want to see maybe this is all you know, a makeup setup. I want to go see the actual weird. I want to see how the blue color is the backyard. Yeah. So I actually he was like, okay, you&#8217;re weird. But okay, he gave me an address. And I went and I dined and I had ramen in a restaurant. And it was clean. People were groomed. Yes, it&#8217;s an industrial area. But the streets were clean. I was like, wow, I wanted to see that the ugly side of Tokyo. And I couldn&#8217;t.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Wow, that is fascinating. But I think not not surprising at all. I haven&#8217;t had the opportunity to visit Japan yet. It has somehow eluded me always. But, you know, of all that I know about Japanese culture, I love it so much apart from of course, we all we all love Japanese food, but I love that culture mostly for, you know, the side with quality. Their integrity and authenticity is massive. The loyalty in that culture, in business, keeping your promise, handshake still counts. You&#8217;re right, they&#8217;re weird, you know, they&#8217;re weird, slow and fast. You&#8217;re right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I mean, I love that articulation, because that&#8217;s exactly how I look at them, because they can take forever. You know, for documentation for literally going through the details of, you know, everything, but once they commit to you, they commit to you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, after I came from Japan, half of the office has to suffer. Because I was like, guys, we have to do things the Japanese way. Now, you know, if somebody comes to me without a notebook, I was like, please, it doesn&#8217;t work. You have to.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I see her nodding. That&#8217;s a nod of a sufferer.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Because honestly, they do things to you know, if you do things perfectly, you don&#8217;t have to do it twice. You don&#8217;t have to really, you know, just take your time, analyze, make it do it properly first time and finish. And you know, you don&#8217;t really have to do one thing 10 times in order to, you know, there&#8217;s no hit and miss.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But you know, it&#8217;s funny, I actually wonder, you know, with their kind of attitude, how do they, where is the risk taking Japanese people? And, you know, where is that, you know, building things or imagining things out of thin air? I don&#8217;t know, how does that fit into there?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because whatever I have seen so far of Japanese people is exactly what you&#8217;re saying, right? Very proper structure, you know, almost risk averse from the optics of it and, you know, how they do it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">All Japan, which I didn&#8217;t know, and we, I think my perception was about Japan before I go that, you know, it&#8217;s all mega companies, all Japanese are entrepreneurs. All of them have side businesses, small shops. If you go to Tokyo, that most of the restaurants are 12 to 20 seaters, everyone and there is there is much higher number of restaurants per, you know, per capita, more than than Dubai. So everybody have a side hustle, they do, they have an art gallery, they do a side business, they sell fish. So they do many businesses.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Really?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, if you go to and that was very interesting for me in in, in Osaka, when I went, you know, you look at the building, and I&#8217;m talking about tiny building, you know, the whole building is like maybe 1000 square meter, there is 85 restaurants in that building. Every rest every floor have 25 to 30 restaurants and the floor is not the restaurant is no bigger than 30 to 40 square meters is like the size of this room. And I was like, guys, how do you have so many, you know, signages on one but there is a signage of 55 restaurants on a on a tiny building.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And people go and you know, every person and you will see a banker in the morning that works as a sushi chef chef at night. It is it is not something that you would expect to see.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I never knew this. In fact, my understanding of Japanese culture is that, you know, from a job perspective, from a business perspective, they&#8217;re perfectionists, and they frown upon moonlighting, you know, something else, because most of the people are going to spend 12 to 14 hours at work, you know, in general, like people die in Japan of exhaustion on their desk. Like there&#8217;s, it&#8217;s a capital of people dying in a cubicle. But, you know, this is this is weird. I&#8217;ve never heard this.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, no, it&#8217;s a side hustle.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Where do they get time for a side hustle?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">They all invest, they all do small businesses. If you see half of the brand that is born one off, and you have those small stuff, yes, you have big Japanese brands. But if you really look at it, they&#8217;re all Americanized. All the Japanese stuff really happens in the US and Nobu, Hakkasan. They all get born out of Japan. In Japan, there is the majority of the culinary scene is actually small, compact restaurant 10 to 15 people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And what we were saying, there&#8217;s a very popular ramen place there. So just so you know, the owner, if I&#8217;m not mistaken, took two years to both bought the restaurant or rented it, developed it and stayed for two years, doing two things, the ramen and the broth. I don&#8217;t have stamina to stay two weeks to perfect a recipe. And I would get bored guys. Okay, finished. Let&#8217;s wrap it up. And you know, it&#8217;s okay. This guy took two years. Can you imagine waking up every day, six days a week as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I was like, guys, he didn&#8217;t allow himself another day off, you know, six days a week, eight, 10 hours a day to do the same thing. It&#8217;s incredible. Nobody in the world I don&#8217;t know of and it&#8217;s humanly not possible for you not to get bored or and he stayed until he perfected but now he sells the ramen for I think $100. So and he sells 250 clients a day and he&#8217;s not interested. You have to queue. Same place.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you&#8217;re right. I think most of the Japanese brands that came out like for example, I&#8217;m in Bay Area. I&#8217;m in Palo Alto. And one of my favorite places there is Ramen Nagi. Ramen Nagi made out I mean, came out of, you know, Japan, but then I think spread across the world. Yeah, I think as soon as Americans got hold of something, they could really.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">They know how to do franchise. I mean, still, I mean, our one of one of our team in Brunch and Cake. She&#8217;s American. She used to work for Americana and Shire. They know the franchise system better than anyone. They, you know, they&#8217;re the masters of this, not the Europeans. They know how to do the scale, you know, because it also comes naturally for them. You know, the same country has over 50 states. And if you want to grow to go, you know, we don&#8217;t think of it. If you have a business in Dubai and Abu Dhabi, you don&#8217;t look at it as a but when in the US, it&#8217;s a different country between one state other.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So this is your first time franchising a business or franchising a brand.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What are you learning? What what&#8217;s what&#8217;s been the learning curve like?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s, it&#8217;s completely different. Running a restaurant, we own, we own Canary Club, we own we own several restaurants in Doha. A franchise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What I&#8217;ve learned is, it&#8217;s all about systems and proceed and not about, you know, all these manuals. We don&#8217;t use them. We use video, how to convert, it&#8217;s all about how you manage to convert the know how from from point A to B. It&#8217;s all about how that, you know, your mindset have to be calibrated when you go to a new country. Some brands will tell you, listen, it&#8217;s all about preserving the quality and it has to be the same taste and consistency. In my view.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, it&#8217;s very important, obviously. But at the same time, I go to India, that the dietary expectations are completely different. The taste and flavor. You have to localize. So we do it differently. We say we, we adapt the design.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With every country we go, yes, our design, our wood, our elements, our style, the structure and overall, you go into that place, you know, it&#8217;s a branching gig. But at the same time, I go to to to place and on the beach, and I go to a place in the mountain, there are two different programs. The ingredients is two different places. So we localize a lot. The biggest learning was for me is the team that you surround yourself with. I have very good team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Funny enough, we&#8217;re like 98% female driven company. I feel they all have like, I feel women are more strong in multitasking. I&#8217;m personally a monorail. I don&#8217;t know how to multitask at all. If somebody interrupts me, I completely. So while women can really multitask, and I love men, I feel is a little bit more drama at work, you know, we&#8217;re less drama in life, more drama at work. And so my team is, and they have pride in Brunch and Cake. They&#8217;ve been with, I love to say, it&#8217;s a Catholic marriage. You come in, if you&#8217;re good, you&#8217;ll never leave.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">So my chef has been with me for six years. Half of the team is six to ten years with the company. And it&#8217;s very, I don&#8217;t want to say loose kind of environment. It&#8217;s very casual. Our office is a warehouse. We have a cat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s a very cool work setup. You know, we&#8217;re not going to tell you if you&#8217;re half an hour late, as long as you finish your work and you do your thing. And you know, they come early, they leave late because they like it and they take ownership in it. And I feel every, every CEO job, if you have someone good, it&#8217;s your job to keep them. It&#8217;s your job to make them want to stay. It&#8217;s not very mechanical. You know, they travel and they have fun. And we, you know, we really have fun when we travel to any destination. And we go and sometimes we party at night.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the next day we wake up and, you know, we come back at 4am. But at 8am, both of them are in the kitchen and running. So for me, it&#8217;s making it a little bit fun and work, but it has to be structured and mechanical sometimes, you know, you have to convert, you have to be serious about making your partner successful. I don&#8217;t look at it as, you know, franchise. I feel and the whole team as well that we&#8217;re partners in this restaurant. Sometimes we&#8217;re, we&#8217;re pushy with some of our franchisees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s as if it&#8217;s our money, but it is, you know, it&#8217;s, you are a partner in this business, you have a stake in the revenue and their success. So we&#8217;re very, I&#8217;m a very sour loser. As you know, if you look at the history, every time I get, you know, and you learn, so I hate failing. And I&#8217;ve learned that, you know what, I need to make it successful. And, you know, every venture we went in kept flipping around until it became a success.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So a lot of people fail at franchising, and a lot of brands have failed at franchising, not because they couldn&#8217;t find a partner, they couldn&#8217;t find a market fit on the brand. But my question was mostly around a lot of brands fail because, you know, they couldn&#8217;t localize that because they couldn&#8217;t rally their partners to do the right thing, to have the right cost structure or to have the right practices or to follow the SOPs correctly. And at some point when a brand believes, I mean, for example, for me, I think the biggest examples are, as you&#8217;re talking about American brands, some of the largest American brands have gone to open like 10,000, 20,000, 40,000 stores, Starbucks, Subway, McDonald&#8217;s, although, you know, people may call it a QSR and that&#8217;s cooking and all of that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But I believe that they did it because they could do it because great auditing structure, their franchisee partner is not in control, you know, per se, even if it&#8217;s a franchisee operated store, they still are at the pedals of the auditor and then brand can reprimand them if required. Brunch and cake is still early, it&#8217;s still nascent, right? What are you doing about that part?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I don&#8217;t think so we&#8217;ll ever be a thousand branch. We&#8217;re, it&#8217;s much easier to control because we&#8217;re a lifestyle brand. You know, when in a country that Joe and the juice wants 50 stores, we want five. So the size makes it easier to manage. Second, we do, there&#8217;s so many layers. We have, we have companies today that are global, similar to GWR and that do weekly inspections.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You know, we do mystery diners in every branch globally once a week. So we have our hands on the pulse all the time. How is the service in India? How is the service in Egypt? And we have great, we have something called grandma score. So, you know, our slogan is in we trust.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So grandma score is a mix is a complex mix between online score, you know, your Googles, your TripAdvisors, 20% our audits and our visits, and we do like every quarter. And then we do the 50% based on GWR and similar, you know, your mystery diners, your Hassab. So the most two complex is to make sure that you&#8217;re clean, you&#8217;re up to standard and your services is decent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And you know, in these mystery diners, you know, you have we get the picture of the dish, the whole table. So we have hands on pulse on weekly basis. And we have this this system that we put, you know, it has your marketing, your our order. So it gives us a bit of closer view. If we had 1000 branches, it will get much more complicated. But in principle, and we&#8217;ve been able to manage it because it&#8217;s smaller.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And our aspiration is not to go to that size in all as maybe yes, and that&#8217;s why all as is a monotone is one look. It doesn&#8217;t change it serves a closed menu, there is no change in the menu, it&#8217;s just a little bit robotic. While brunch and cake is not brunch and cake is fluid a little bit, you know, the menu adapts, sometimes change, sometimes the design change. So yes, we&#8217;re able to maintain the standard, we&#8217;re able to keep a certain threshold on how the brand looks like, but adapting it with the right partners as well. And the biggest thing I think, that we were lucky with so far, is we handpick, without mentioning names, we had a massive company, one of the big operators in India, wanted to have brunch and cake, and they have, you know, one of the biggest brands in the world for fast food. And I said, No.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And my partner, I said, Are you mad? You know, how the hell do you say no? I said, Who am I speaking to? I am very far on the food chain to speak to the owner, and CEO, and most likely I&#8217;m going to deal with a brand manager. If tomorrow they start to sell falafel in the menu, how do I speak to you? And they&#8217;re so powerful, and they&#8217;re so strong.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I picked someone on my size, I picked a lifestyle operator who owns Akina, Oppa, and a couple of these brands in India, where I&#8217;m dealing directly with the owner, he&#8217;s invested in the business, he visits the outlets, once a week, he&#8217;s there, if there is a problem, I pull the phone and you know, we shout at each other and we move on. But you know, we get to work with like minded people that is like us, that&#8217;s invested, that&#8217;s entrepreneur, that&#8217;s not massive corporations. And so they&#8217;re invested in the success of the business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And we&#8217;re not simply lying. And they come to us. So far, we&#8217;ve, you know, we have if you will, if we get we get four to five franchise requests per day. And we we get four to five signings per year. So we don&#8217;t work with pure entrepreneurs that want to do F&amp;B and they don&#8217;t have any experience, you have to be a reputable operator that have done four to five. I don&#8217;t want 1000 restaurants, I want you to have four or five successfully run and our partner in Egypt owns one of the most successful sports bars. In India, they own all of these brands and in Bahrain, they own Cinnabon, they own Miniso. So they&#8217;re all but I deal directly with the owner. So and when I sign off every outlet globally, there&#8217;s I go I pick the location with them. I can&#8217;t do this if it&#8217;s 1000 shops, I can&#8217;t. So our aspiration is, you know, we&#8217;re ambitious, but we&#8217;re also very well grounded. We want to keep this alive, at least for another 20 years.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What do you do to keep yourself enriched? What do you what do you do for your own learning apart from travel? We covered that.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I mean, I try and do some podcasts and I&#8217;m a very digital learning person. I was horrible at school. I failed every math class almost throughout my life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I have feasibility studies stamped by the PwC that I created today. So it&#8217;s like, just learned that if you put a dollar sign it, you know, then I know how to crack the code. But I am a very emotional person when it comes to my friends and so most of I&#8217;m a very social person.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m an introvert social at the same time, you know, if we&#8217;re friends, then you will see me loud and so I, I recover by having people around me, I enrich myself by travel by now more and more, you know, trying to lose weight trying to work on myself in order to progress. I rarely do these things. I hate camera, I become a Chandler all of a sudden, you know, the moment you put me in front of a camera, so I try to break those fears.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I try to say, okay, the stuff that I&#8217;m not comfortable with, I need to start to improve myself, I need to start to do it. You know, I&#8217;m speaking in a seminar on Monday. And I said, you know what, I hate it. I don&#8217;t feel comfortable doing it. You know what, I need to start to break the chain of the stuff that I normally don&#8217;t do in order to grow in order to improve, you know, character, charisma. Yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Amjad, this is a fantastic story and a great conversation. I think there is there&#8217;s a lot to reflect and learn, you know, from this just pure inspiration. I strongly believe that, you know, people in the world, insights are overrated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inspiration is underrated. You know, someone&#8217;s story at times just inspires you, you know, more than it can give you insights. Everybody has their own insights and their way to get it. So I&#8217;m sure this story is going to inspire a lot of people. And thank you for doing this. Thank you. And all the good work.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Amjad Barakat:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thanks for having me. Thank you so much.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_tab][\/et_pb_tabs][et_pb_code _builder_version=&#8221;4.14.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;Blog&#8221; _builder_version=&#8221;4.14.8&#8243; background_enable_color=&#8221;off&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_start=&#8221;#6b00b2&#8243; background_color_gradient_end=&#8221;#001e54&#8243; max_width=&#8221;100%&#8221; module_alignment=&#8221;right&#8221; custom_margin=&#8221;23px||0px||false|false&#8221; custom_padding=&#8221;50px||50px||true|false&#8221; top_divider_style=&#8221;mountains2&#8243; top_divider_color=&#8221;#FFFFFF&#8221; top_divider_height=&#8221;153px&#8221; top_divider_repeat=&#8221;2x&#8221; top_divider_height_tablet=&#8221;153px&#8221; top_divider_height_phone=&#8221;80px&#8221; top_divider_height_last_edited=&#8221;on|phone&#8221; 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Cake, now spanning 28 stores across six countries. He discusses building through failures, mastering franchising, learning from Japan\u2019s culture of perfection, and why wisdom, discipline, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1672,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-1664","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amjad Barakat on Building Brunch &amp; Cake: From Family Business to Global Caf\u00e9 Brand<\/title>\n<meta name=\"description\" content=\"Brunch &amp; Cake\u2019s founder, Amjad Barakat, reveals how passion and persistence built one of Dubai\u2019s most loved global caf\u00e9 brands.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/restroworks.com\/restrocast\/amjad-barakat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amjad Barakat on Building Brunch &amp; 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