{"id":1966,"date":"2026-02-11T05:32:45","date_gmt":"2026-02-11T05:32:45","guid":{"rendered":"https:\/\/restroworks.com\/restrocast\/?page_id=1966"},"modified":"2026-02-11T05:42:17","modified_gmt":"2026-02-11T05:42:17","slug":"samer-nasrallah","status":"publish","type":"page","link":"https:\/\/restroworks.com\/restrocast\/samer-nasrallah\/","title":{"rendered":"Samer Nasrallah Shares Advice for New Restaurant Owners in Saudi and the Gulf Region"},"content":{"rendered":"\n[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 #62&#8243; subhead=&#8221;Beyond the Title: Samer Nasrallah on People Leadership, Pressure Management, and Quality Execution&#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\/2026\/02\/Samer-Nasrallah-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\/2026\/02\/Samer-Nasrallah-Banner.jpg&#8221; background_image_phone=&#8221;https:\/\/restroworks.com\/restrocast\/wp-content\/uploads\/2026\/02\/Samer-Nasrallah-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><span style=\"font-weight: 400;\">In this episode, Ashish Tulsian speaks with Samer Nasrallah, F&amp;B Country Manager for Patchi Caf\u00e9 in Saudi Arabia and Bahrain, on what it takes to grow in hospitality from the ground up. Samer shares lessons from running in-house delivery in Egypt before aggregators, launching Ladur\u00e9e during COVID with a central kitchen, and building a caf\u00e9 experience within a chocolate-led brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/youtu.be\/_Pp553I81Ro?si=uKRrycLP3aZsbfO1\" 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\/4PzzIXJ3RpBbKt4gKEXTVs?si=tqdsU042RLWu6yzj6VTAZw\" 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\/in\/podcast\/beyond-the-title-samer-nasrallah-on-people-leadership\/id1649388502?i=1000749050687\" 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\/42d53879-1ba2-40ef-8989-a849526c2d12\/restrocast-beyond-the-title-samer-nasrallah-on-people-leadership-pressure-management-and-quality-execution\" 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>[\/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;]<h3><span style=\"color: #333333;\">ABOUT THE HOST<\/span><\/h3>[\/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><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>[\/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;]<h3><span style=\"color: #333333;\">ABOUT THE GUEST<\/span><\/h3>[\/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\/2026\/02\/About-Samer-Nasrallah_1.png&#8221; alt=&#8221;David Bloom&#8221; title_text=&#8221;About Samer Nasrallah_1&#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; hover_enabled=&#8221;0&#8243; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/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><span style=\"font-weight: 400;\">Samer Nasrallah is a hospitality management graduate with nearly two decades of experience in food and beverage operations across Lebanon, Egypt, and Saudi Arabia. He is currently the F&amp;B Country Manager for Patchi, overseeing caf\u00e9 operations in KSA and Bahrain. He led the Ladur\u00e9e Paris Egypt startup project in January 2022 and has held senior roles including Operations Manager and COO across reputed firms.<\/span><\/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; text_font_size=&#8221;21vw&#8221; text_line_height=&#8221;0.8em&#8221; header_font=&#8221;||||||||&#8221; text_orientation=&#8221;right&#8221; background_layout=&#8221;dark&#8221; custom_margin=&#8221;-64px||-5.5vw|||&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;||-8vw|&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;bottom&#8221; animation_intensity_slide=&#8221;10%&#8221; animation_starting_opacity=&#8221;100%&#8221; text_font_size_tablet=&#8221;&#8221; text_font_size_phone=&#8221;&#8221; text_font_size_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221;]<p>Speakers<\/p>[\/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; background_color=&#8221;#FFFFFF&#8221; max_width=&#8221;100%&#8221; 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;<div id=%22buzzsprout-player-12521774%22><\/div><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;<div id=%22buzzsprout-player-12521774%22><\/div><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;]<h1 id=\"audio\">Episode #62<\/h1>\n<script src=\"https:\/\/www.buzzsprout.com\/2042325\/episodes\/18654607-beyond-the-title-samer-nasrallah-on-people-leadership-pressure-management-and-quality-execution.js?container_id=buzzsprout-player-18654607&#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><span style=\"font-weight: 400;\">In this episode, Ashish Tulsian sits down with Samer Nasrallah, F&amp;B Country Manager for Patchi Caf\u00e9 in Saudi Arabia and Bahrain, to unpack what it really takes to build a career in hospitality from the ground up. Samer shares how he unexpectedly entered F&amp;B, the chaos of running in-house delivery and catering in Egypt before the era of aggregators, and the habits that helped him rise fast, including relentless organization and attention to detail.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The conversation moves through his experiences across markets, from large-scale event catering in Doha to leadership lessons earned under pressure. Samer breaks down his approach to quality-first operations, team protection, and workplace diplomacy, and reflects on launching Ladur\u00e9e during COVID, where central kitchen setup and cold chain readiness became the real work behind the brand. He also talks about starting and exiting his Soho food truck venture, and what is different about building a caf\u00e9 experience within a chocolate-led brand at Patchi.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><b>Find us online:\u00a0<\/b><\/p>\n<p><b>Ashish Tulsian-<\/b><a href=\"https:\/\/www.linkedin.com\/in\/ashishtulsian\/\"> <b>LinkedIn<\/b><\/a><b>\u00a0<\/b><\/p>\n<p><b>Samer Nasrallah- <\/b><a href=\"https:\/\/www.linkedin.com\/in\/samer-nasrallah-40a51490\/\"><b>LinkedIn<\/b><\/a><\/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><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Samer, welcome to Restrocast.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thank you. Thank you for having me.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What got you in F&amp;B?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You don&#8217;t choose to be in the FNB.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It happens to you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It happened to me big time. I was a shy kid, early ages, my adolescence, and I was very good in school. I was a guy that is more interested with numbers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What was the experience of that first year? I don&#8217;t want to go back.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Because I felt that I can change and to be more sociable, more confident with myself.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And then, you know, you moved to Egypt.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, in 2008. Back then, it wasn&#8217;t like this. There were no aggregators or online apps. They&#8217;re taking calls and putting people on hold and talking directly to a customer service agent. And then in the kitchen, you have the dispatchers, and then you have your own drivers with their own bike. It started to feel like, am I doing it right or wrong? After like a year, we need to go and explore what&#8217;s happening in the Gulf, especially in Doha, because the World Cup was in 2020. Personally, I&#8217;m a little bit aggressive in terms of delivering. Delivering the quality that we are signed off, the quality that the employer is expected from you, the concept is expected from you. Tell me about your leadership style. If you take it from bottom to top, you will learn how to deal with your team when you are in a senior position and reach the top. You have to be a leader when you need to be, and you have to be the father when you need to be, and you have to be the mentor when you need to be. It&#8217;s a show at the end. When you go to any restaurant, it&#8217;s a show, it&#8217;s a play. The manager has a role, the barista has a role, the waiters have a role.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What&#8217;s your advice for a newcomer who wants to build a career in the restaurant industry?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">They have to know that they are coming to an industry that&#8217;s full of\u2026..<\/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, my guest on the pod is an F&amp;B veteran, Samer Nasrallah. He&#8217;s currently the country manager of a beloved chocolate brand in KSA called Patchi. Samer&#8217;s journey is not only inspiring, but it is a journey that will tell you how non-linear path of success is. You know how we make plans all the time, and not only the plans don&#8217;t land, but at times our success comes from the fact that our plans didn&#8217;t land. Somebody who started with the bank in all his career strengths, but had to move countries each time for external reasons, such as war and political unrest and currency devaluation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And yet, somebody who, you know, you can feel has traversed this journey with a lot of ownership. For me, this was a great learning conversation. I not only got to learn about, you know, all the volatility in the world, but I got to learn about how to, you know, take the bull by horns and win over it. Do watch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Samer, welcome to Restrocast.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thank you. Thank you for having me. I&#8217;m excited for this one.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Awesome. Samer, tell us what is it that you do today? We&#8217;ll start with your introduction of what are you up to today?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Actually, now I&#8217;m the F&amp;B country manager for Patchi Cafe in Saudi and Bahrain. We have eight branches in the kingdom and we have two branches in Bahrain. So I&#8217;m handling all the F&amp;B operations. And as you know, Patchi is a chocolate place. So we have both the retail part and the food and beverage part in the same locations. So I&#8217;m handling both parts in these 10 locations now.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And how long have you been doing this?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;ve been in Saudi. I&#8217;ve been here for two years and a half now, with the same company, with Patchi. Two years and a half.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Two and a half. Okay.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Two and a half years here in Saudi based in Riyadh. And I&#8217;m coming from Egypt. The past nine years before here, I was in Egypt, in Cairo.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I always, you know, I&#8217;m curious, you know, F&amp;B business is a little crazy. More than a little crazy. It&#8217;s always on your toes. Something that most of the professionals who want to work and who want, you know, to have a work-life balance or some semblance of life around work.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s just theoretical.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it&#8217;s just theoretical. You know, what got you in F&amp;B? What got you in the restaurant industry?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Well, like everyone else, you don&#8217;t choose to be in F&amp;B.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It happens to you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It happened to me a big time. If I want to start from the beginning, I&#8217;m Lebanese. Obviously, I was born and raised in Beirut. I was a shy kid at the early ages, my adolescence. I was, since a long time, a bit overweight. So I had this struggle in my personality. And I was very good in school, to be honest. So I&#8217;ve never imagined not being into math or economics or, you know, I was a guy that is more interested with numbers and stuff like that. And in high school, I was graduated for sociology and economics. And my passion was to go into economics in the university. But, you know, sometimes if you don&#8217;t have enough money, you cannot go to private universities. So you have to choose to be in the Lebanese university back in Lebanon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So it has to have like a sort of test to go into this school, especially with the careers that needs special grades. So I applied on economics and I was fully convinced and sure that I will make it and there is nothing can stop me to go to economics. I applied and I did a great job in the test. Surprisingly, for some reason, I wasn&#8217;t accepted in this university. Maybe it was a sign from I don&#8217;t know where. So it was in August, August 2003. And then I was hopeless. I don&#8217;t want to waste any year in my life just doing nothing. So one day I was having lunch with my mom at home.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And I don&#8217;t know, for some reason, she heard someone there in Africa, they work in restaurants and they make good money for them. Back then, it was a good one. She said, why don&#8217;t you give it a try and apply on the hospitality school in Beirut? I said, well, it&#8217;s not me at all. I&#8217;m not that guy. She said, give it a try. Anyway, you&#8217;ll wait another year to apply another time to go to economics. I said, fine. So I went to this. They were still taking registrations. I applied. They have a written test and they have as well like an interview. They do to check your personality and stuff like that. And I got accepted for this one. As I told you, I was good in studying. So I passed it. I went to the first school first year at this Ecole Hotelier. It&#8217;s in Beirut.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s a hospitality school. So the first year went very well. I had some good friends there. I started to like it. It&#8217;s based on management more than being in restaurants and working on job. And it has the technical part. It has two parts, the management part and the technical part together.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But mostly hotel.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Hotel and restaurant. It&#8217;s for both. It&#8217;s hospitality. It contains both. But the focus was on the hotels the first years. And then it turned out to be another sector. It&#8217;s more management. It&#8217;s all the same as you can see it. But you choose which path you go.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So in the first year, we had this teacher, one teacher who has already a position in banquet and catering. And he was older than us, obviously. So he said, why don&#8217;t you come and try with us to work on the ground and try to explore if you like it or not? And then I said, yeah, we can go on weekends and try. And it started in 2003. The first year I joined the school and the university. And I started to like it. So we finished the first year. I succeeded. And I said, why to waste more time? Let&#8217;s continue in this career. But I was taking it as management. I don&#8217;t want to be dragged to this industry. But to be honest, you cannot go far without being from bottom to top.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you continued your education in hospitality after that. But you were also working part-time at a&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Part-time, yeah. We&#8217;re in university. So you cannot go to a full-time job. So we went on weekend basis for the first year, second year, third year. I was graduated in 2006. And that day, in that year, I don&#8217;t know if you know, it happened a war in Beirut. I was a fresh grad, full of energy. You were promising yourself that you will make money. Now you will be a full-timer. And then the war happened in July 2006. And we were graduated in July, the year that we were graduated. So we stayed at home, you know, shelters, home till the end of the year. Nothing happened. There is no job, you know, country is in a war. Then I got an opportunity as a runner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You know, you&#8217;re just finished school and you&#8217;re graduated. You feel like&#8230; And you studied management, but you need to work. You need money at the end of the day. So I joined the group in Beirut, December 2006 as a runner.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Like as a&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As a runner. Runner at the restaurant.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, at the restaurant.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, yeah. So you need to start somewhere. So it was back in 2006. And then it was a very decent company. They were very cool people. And then things started to be better in Beirut. And I got promoted in the same year from, you know, you got waiter. Then you go to into the bar a little bit. Then you got a supervisor. So I stayed for around two years with this group. And then in 2008, another small war happened in Lebanon. It was in May. So sometimes you start to see signals that if you want to shine or you want to be in a country, it has to be stable. And we were kids. I was 21, 22 years old. And it&#8217;s not logical to start to make a little bit of money and to feel that you have a hope.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then something comes external factor and stop you from doing what you are doing. You know, so a friend of mine was in Egypt. We were together in the hospitality school. He went to Egypt before in 2007. And then he came to visit me. I was working in this chain. He said, why don&#8217;t you come to Egypt? I said, Egypt, man, come on. It&#8217;s not about Egypt. It&#8217;s about the perception you have about the country.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And also currency and perception is that it&#8217;s not going to pay higher than.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Exactly. But again, you need an escape sometimes. So I said, yeah, nothing to lose. So I grabbed my bag. I got interviewed online and they accepted me. And I went to Egypt in August, 2008. This is where the journey literally starts with me outside Lebanon. To be honest, I didn&#8217;t come back to work in Lebanon since then. So I left in December, 2008. And I&#8217;m still an expert outside Lebanon. I go for vacation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But before you go, you know, and talk about Egypt in 2003, when you accidentally got into the hospitality school, what changed in that one year that you continued? Like what was the, what changed in you? Or what was the experience of that first year that told you that, OK, now you&#8217;re addicted or now you&#8217;re like, I don&#8217;t want to go back?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To be honest, maybe because I felt that I can change and to be more sociable, more confident with myself. I lost weight when I was in the school because we were wearing some sort of uniform and the technical day we used to do once a week. So I was thinking that this career will shape my personality to someone more sociable, more confident. Honestly, you can see in this industry and back then the money was good. And still, it&#8217;s good in this industry. We cannot hide the fact whenever you&#8217;re in a managerial position, you got a good salary.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So this was the trigger was, you know, I will be someone better than my current version back in 2003. And I will make money out of this one if I work hard, if I have the degree, if I travel. So these were, you know, your dreams will be a bit low when you are younger. And then it goes up and explodes in your head when you go further in life and you have all the experience, all the time, all the money that you can dream bigger and to achieve more. So, yeah, it shaped my personality in this one.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And then, you know, you moved to Egypt.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, in 2008. I started as a delivery and catering manager in a group called Casper &amp; Gambini&#8217;s. It&#8217;s a Lebanese chain originally. And they have a big operation in Egypt back in 2008. We took the delivery. Now everyone knows the delivery on aggregators is something very, very cool. You hold the phone, you put the location and then you order and then the food at your doorstep. Back then, it wasn&#8217;t like this. There were no aggregators or online apps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was fully in-house operation in terms of call center, taking calls and putting people on hold and talking directly to a customer service agent. And then in the kitchen, you have the dispatchers and then you have your own drivers with their own bike. You have a lot of struggle. You work it and you&#8217;re coming to a new country. I was 23 years old and it was a chaos. The delivery back then, it&#8217;s a chaos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you work in a high volume restaurant, so you have at the lunchtime 150 to 100 orders to operate. And then it started to feel like, am I doing it right or wrong? And then I went back to the operation manager after two weeks. I said, I think I cannot take it anymore. He said, it&#8217;s still a beginning and you don&#8217;t know the dynamics of the country and things how it works here. He said, go home today. Just think again of what you are doing. You took the hardest decision to leave the country and put all your stuff in two bags and come to a new country. Don&#8217;t lose it because this is the hardest part you already done. So you just need to focus and to see the best out of this scenario. I said, yeah. So it happened.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I continued the first contract. It was a year contract. Then a situation happened in the company and a few people left the company. So I got the chance to get promoted to restaurant manager. They had a very big unit in New Cairo. It was in a mall with a terrace and it was performing very well. They saw something in me because I have this experience, a little bit of experience. I have the degree, I&#8217;m coming from a good hospitable country. So I got this promotion to outlet manager in 2009. And the passion starts with the restaurant as a real restaurant manager with the customers, with the staff, with the mall management. All this, you got it once you&#8217;re still at this position. So it started from there in 2009.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I got the second year promoted to assistant director of operation because sometimes you try to always think or plan your career and then factors comes and helps you to get it faster than you expect. But definitely I was ready. I was always ready. I&#8217;m a hard worker by default. I like I&#8217;m perfectionist. I have some OCD in some parts of my personality. And this helps me a lot to be more organized, to have a clear vision to what I do. I take notes a lot. I am so organized in my filing and everything. So yeah, I got the assistant.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I think attention, I think OCD for small things in hospitality and restaurants. I think it&#8217;s not a problem. It&#8217;s a superpower.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, now I can tell you it&#8217;s the ultimate power we have to keep things on track and to be on top of things. And then in Egypt back in 2011, I started with this group. The revolution happened in Egypt in January 2011. It was a chaotic situation there.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Did you at that time feel that what&#8217;s happening with me?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it&#8217;s a lot to take at the age of 25. So unfortunately, we left for security reasons. We stayed around one month in Beirut. Then we came back with a new regime. And then the army entered. So the situation changed a lot in Egypt. And we laid off a lot of employees. We got some salary reduction. You know how things happen. And then after like a year, I said enough for Egypt now. We need to go and explore what&#8217;s happening in the Gulf, especially in Doha. Because the World Cup was in 2020. So all the vibe was around Doha. So it was in 2012. I decided to leave Egypt. So you start to hear about what&#8217;s happening in Doha, especially in Doha. Like now what&#8217;s happening in Doha.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I didn&#8217;t you realize that the World Cup noise was like for Doha started in 2012?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s way before.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Oh, really?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/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;\">Oh, wow.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So with all the infrastructures, with the stadiums, with the metro.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Because I remember in 2012 was also the time when Dubai had announced their Expo 2020.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">True.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And Dubai was going through, you know, massive change for Expo. But I didn&#8217;t realize that Doha bagged FIFA then.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah. So I got approached by a company, a British one. It&#8217;s called GIG, Global Infusion Group. They had this partnership with the Lebanese company in Doha. They were specialized with all the sports events, on-site catering, crew catering for the main big sports events. And then I went to Doha in January 2013, beginning of 2013, as logistics and catering director for this company. They have small accounts, not big accounts, because it was at the early stage of getting the sports events and stuff like that. And in parallel, we started to working with the hotels, accommodating staff canteens, because it&#8217;s a massive center kitchen and they have a very big potential. So their business plan was to focus on the caterings and sports events.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, it wasn&#8217;t the right moment to be at this scale in Doha. Maybe before the World Cup, in a couple of years, things will change or were different. Now, in 2013, it was a little bit early. So we shifted business. We tried to take as much as we can accounts. We worked the national day, Doha National Day in 2013. And then they started to reduce the business due to the high cost and operating cost. I decided to move to Iraq. I went to Erbil, Kurdistan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, if you know Erbil, it was booming again back in 2013, 2014. It was a boom in Iraq. So yeah, because Kurdistan, it&#8217;s a small, it&#8217;s not small, it&#8217;s a big zone. But they have, it was an open market. Everyone was investing in Kurdistan. It&#8217;s a beautiful country, beautiful people. I love them. I went there in March, no, February 2014. I left Doha directly to Erbil. It was amazing. I had beautiful friends there. The nature is amazing. They have some mountains. I&#8217;m a mountain guy. So I stayed there for six months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, in July, again, my career, it&#8217;s shaped by external events. Sometimes it pushed me to quit what I&#8217;m doing. So in Erbil, in July, I remember the date, 29 July, it was the first time that we hear about something called ISIS, Daesh. They entered Mosul in July 29, 2014. Okay, so it was 20 kilometers far from Erbil, from the city where I was. I woke up one day. The army is on the streets. Everyone is evacuating the city and the army will take charge. So the second day, on the 30th of July, I went back to Beirut for security reasons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the story, it&#8217;s what you call, it&#8217;s a history at the end. Things changed a lot in Iraq. It was a long period. So for security reasons, definitely we went back to Beirut and I stayed.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So that Iraq chapter kind of ended in a day.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it&#8217;s overnight. Literally, it was an overnight thing. You cannot imagine because the last night we were, I was living, by the way, on the first floor above the restaurant. Business as usual. We closed the restaurant. I went up. And then the second day, you find yourself.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Woke up and everything changed.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, this is life sometimes. You don&#8217;t expect everything. So I went to Beirut. I stayed a nice summer back there in Beirut. And the company in Egypt, they had the director of operations position vacant. So they approached me again. I had some connections and they said, why don&#8217;t you come back to work with us in Cairo? Cairo again. But the situation was totally different. The new regime is there and things are stable. So I went back to Cairo in October 2014.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I stayed from October 2014 till July 2023. This is the biggest and longest phase I stayed in a country. It was in Cairo. I met my wife in 2016. She&#8217;s Egyptian, by the way. She&#8217;s a sweetheart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And I worked with the same group.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Did you meet her at work?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, it was a private event.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Did you meet her through an app?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, not at all. It was a dinner at home. Common friend. So yeah, and we mingled from day one. So I went with Casper &amp; Gambini&#8217;s in October 2014 till August 2019.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The same company that you had?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Same company, but with the promotion for five years. We made the company bigger. We had almost eight branches.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What was the cuisine for Casper &amp; Gambini&#8217;s?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was an international cuisine. Specialized in international food. Salads, pastas, coffee. The coffee was the main part. It was a big name. And it&#8217;s still a big name in the area.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m asking because you&#8217;re talking about back in 2007-2008, they had a delivery business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it was still there. We grew up as a company in terms of restaurants, number of restaurants. Central kitchen, catering business, ice cream concept. And they diversified the portfolio of the company. I was the director of operation for the four concepts. I had four concepts there till August 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And Ladur\u00e9e, Ladur\u00e9e Paris, it was an UAE investment in Egypt. They wanted to open. So I got approached. It was a long process for the recruiting. I joined them in November 2019. Officially, it was a project on paper. Nothing was done except for a few documents and some lawyer staff. So they wanted someone with Egypt experience to start this business. So we start from the company startup in terms of documentation, registration for all the factories, because in Ladur\u00e9e, if you don&#8217;t know, we ship the macarons from Switzerland. So it&#8217;s brand guidelines you have to abide. So everything was smooth and going smooth till COVID hit us mainly in March, March 2020. The world went crazy.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And you had joined them in 2019?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, in November 2019.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you were still about to open your first location?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, we were just finalizing the logistics. And in Egypt, things take a hell of time to finish your documentation and startup. So COVID slowed up the process in terms of the registration. Actually, in Egypt, COVID was not that bad as people think. And lockdown, lockdown, lockdown. Yeah, in Egypt, the lockdown was not that harsh. It was only for 15 days in March as the total lockdown. Things were back to normal. Obviously, it was the right thing to be done, to be honest with the government that panicked.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Like you&#8217;re saying that&#8230;\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Only for 15 days.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And after that, life in Egypt was as usual?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s not like business as usual, 100%. But it was okay, okay life. You went to a restaurant, some sort of isolations or the 1.5 meter signage that you were doing. But restaurants were open. Outdoors were&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And people were still going out and about?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it&#8217;s very normal. They stopped the shisha, I believe, for quite\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Fair.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, and then, no, things were very&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Wow, that&#8217;s amazing. I mean, I don&#8217;t know if it&#8217;s good or bad. But I mean, from a business perspective, because I mean, from our perspective, given we serve restaurants, I mean, apart from the fact that COVID was bad for everyone, and so was for us.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But I think because of our vantage point, we have customers in 50 countries, I could clearly see which country was managed how, and what was the economic impact on its people, on the business that rippled through to next two, three years on what country. It was like, I mean, eye-opening, you know, case study-ish of sorts. Could never understand or draw my conclusion on who was right and who was wrong.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Till this moment, we don&#8217;t know. I mean, you know, but I saw that, you know, how certain governments were pro-economy, and certain governments were absolutely disregarding economy. I think that was my takeaway from that. And I can tell you that without naming the countries, I&#8217;ve never said this to anyone before, my decision to double down on certain countries, and, you know, just take a step back from some, literally came from that experience. But I was like, okay, when shit goes south, this country&#8217;s government does not really care about economic problems, because they&#8217;re not also aiding, like, for example, US. US is clear. They said, stop the business. They started paying people, so that&#8217;s fair. UK paid its people, so then I&#8217;m okay, because now government has an incentive to bring, you know, the economy back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m talking about countries where zero accountability on economy, but they said, stop the business, and they did not allow to start the business. So, yeah, I mean, that&#8217;s&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s to me, you know, I didn&#8217;t know about Egypt. We didn&#8217;t have any customers there hence no view to me It&#8217;s amazing that they were back in 15 days..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The effect was not that harsh on the country..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m sure..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">and the herd the immunity was on the high side because Obviously, it&#8217;s it&#8217;s a virus that you will live with, you know So everyone and even the death rate was not that high and in Egypt So yeah, we continued the project in 2020.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So you went on to open your first..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ahh, we couldn&#8217;t open in 2020 due to the Time consuming and paperwork and documentation, especially the country with covered they were definitely struggling with the cash flow and they were trying to limit as much as they can the imported goods and especially the goods that there are not essentials for For Egypt for the country the macaron frozen macaron is not something essential to open Credits and the transfer hard currency from the country to To Europe to get some macarons. So yeah, they were a little bit hard on us on this one but in this time I was looking for locations for the center kitchen for the warehousing and For the macarons because it needs and requires a special Treatment in terms of warehousing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I need to have a frozen walk-in Freezers with some part of distribution Channels with the through panels through trucks and then we signed the first location in New Cairo and on the same time on the east and west Cairo to cover the two parts of the city and We succeeded to operate in January, January 2022 It was the opening for two locations together it was less than a week time frame Between the two openings with the fully functioning Center kitchen with warehousing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I did training in Paris the chef and the operation manager went to Dubai because it was a UAE investment. They did their training there and we recruited all the staff Locally, I can say Laduree was if you want the PhD.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Was it your MBA?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was my MBA, MBA project because you lead the process from From scratch literally from scratch from the company&#8217;s startup as documents till you see two shops fully Operating and it was a hit opening Laduree everyone was waiting because Egyptians they have a passion for France and The macaron is something very luxurious.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So yeah, we we had the queue People were not believing that they having French macarons in Egypt. It was quite a very interesting opening and due to some If you want the exposure I got through Laduree, I got a very nice offer from a Company and it wasn&#8217;t a company as it was a company definitely, but it was concerned mainly in developing the Giza zoo, Zoo the animal zoo. It was one of the oldest zoo, by the way, they will open Very soon the grand opening of the zoo. It was, I was the COO of Giza.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">At Giza?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, It was back and Started in 1890 something it has historical rivers historical trees.\u00a0 It&#8217;s an amazing project It was a collaboration between the private sector and the public sector in Egypt. So I got a very sexy offer I couldn&#8217;t say no for it. So I left Laduree and I joined this group.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In which year?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In 2022.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Oh, Right after\u2026setting up, oh wow..\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">After the opening in I think two weeks or something and I joined this journey as COO, for this Project it was amazing. I got exposed to things. I could not imagine especially in infrastructure getting into meetings with the army the planning tunnels under the The zoo, you know then it makes\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What does it take to set up a zoo?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Hell of time a lot of time..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That I would imagine but like what were you..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was it was existing already You know, it&#8217;s it is existing zoo. They wanted to reshape it.\u00a0 It was in a very bad Conditions so they got expertise from France and from Singapore to take over to handle the animals You will see something later on when when it opens I will send you some links you will see and if you visit Egypt you Have to go and check the what&#8217;s happening with this one. So it was a very Challenging and exciting opportunity and this is the highest Position I have got in my career.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But tell me tell me something when you were like you were suddenly in the kind of driving seat, Operation COO of a zoo ..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, I was handling the part of the F&amp;B inside the zoo, it was Facility everything related because they&#8217;re doing something on international standard. So it&#8217;s an experience to have outlets you have to choose which tenant to be Overviewing this desert or overview in the zebras or you know, it&#8217;s it&#8217;s all about how to mix and match concepts with The zoo again, it&#8217;s it&#8217;s a massive project so But again in Egypt the situation was not that stable in terms of currency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The devaluation was up and down I signed up for a very good package. Then the devaluation happened in August 2022 I Was on the same time having my own business. I had food trucks pizza and burger trucks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oh, wow in Egypt My wife works in the real estate. I was a COO things were perfect And then the devaluation hit very hard in Egypt The currency went the dollar was I remember 15.6 overnight it went to 35 and now it&#8217;s around 50 so Yeah, again, the economic situation was..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was 15.6 in 20..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">2022\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Oh\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">August oh and then it started to devaluate. It reached by end of the year 34 if I&#8217;m not mistaken 35. So your money you&#8217;re getting it. We lost half the value so\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So it only helped Egyptians who are living abroad outside.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You&#8217;re getting, yes\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Anybody who was you know Sending money home. So well suddenly Yeah, wow, okay. Yeah,\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So this was a factor to try to think differently we thought about me and my wife a lot of opportunities we thought about going to Canada and We had two choices whether to go to Canada and to start from scratch there or to come back to the Gulf. You know with the Saudi exposure and everything happening in Saudi.\u00a0 So I I started doing my connections and I got this position that I am here So I moved from Egypt to here in July 2023,\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">July 23 and you till that time you were still with the same.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, I stayed with the group. Yeah, but I had this food trucks and\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What was that food truck about?\u00a0 (37:06)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Food truck it was named Soho. SOHO, it was my nickname since I was a kid, you know this Counter-strike game. Did you remember? Yeah, it was very good in that one.\u00a0 So I had a nickname I don&#8217;t know from where I got it So I got this name and everyone in the neighborhood was calling me with this name as my nickname So when I opened my project I called it Soho. It has no meaning except my nickname.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Damn, You just brought me so many Memories of me playing counter-strike multiplayer and\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was a big thing. Yeah, it was to go\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Counter-strike was actually the first First person shooting game that I had multiplayer experience on\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s it&#8217;s amazing. So yeah, I did this concept and I called it Soho because you know You have the experience in food and beverage now when you have your own business, especially in a country like Egypt Well, it&#8217;s not stable. So the the plan was to have a low CapEx and the CapEx that doesn&#8217;t lose money hmm, so whenever you need to Stop the business you sell The assets and you don&#8217;t..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So, did you buy used trucks?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, no, it was because we used to draw kitchen since forever and we know how to To do layouts and to do things and you have the supply chain you have everything there. So I did a very lucky very nice Design so in my head it was I want to sell it later on Just to do the setup and to make it big and then the sell the business and this is what happened when I was Forced to leave the country or when we decided to leave the country.\u00a0 We sold the business with no Losses financial losses. It&#8217;s an asset. It&#8217;s a moving asset.\u00a0 You can put it either.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">How many trucks did you have?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I had four\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">and And you know question so you took that endeavor and that was you know your first taste of running your own business\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As fully yeah, it was the first experience\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What helped why? Did your Laduree experience open you up to that or was it something else?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Look, it&#8217;s it&#8217;s a lot of factors. The most important factor is the confidence that you have Once you are in a certain or you have a long time of experience in terms of managing assets and managing money cash flow and And the experience that you have in a country where you live you have the supply chain you have the suppliers You have the contractors, you know, the mall management&#8217;s your Communicate so you have all the formula that helps you to to go and do it yourself plus the money. You start to have money at a certain age and I&#8217;ve been in the industry for back then 15 or 16 years, so Yeah, I decided to go fully by myself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I didn&#8217;t want to partner with anyone and I don&#8217;t regret it at all. It was It was a great story to tell but again, we always think that being Owner or having your own business will will help you to be more chilled and it&#8217;s the total opposite. Being an employee on a payroll and getting paid is way easier than managing even food trucks. It&#8217;s a time-consuming You got phone calls. Sometimes it&#8217;s make no sense. Some issues with the customers and..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">but you still have to make sense out of it.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, you have to it&#8217;s your baby. At the end of the day, but it&#8217;s it&#8217;s more Struggling to operate your own business than being An employee,\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">so yeah, but whenever Whenever I I read or hear somebody saying I want to start my own business because I want to be my own boss and I generally laugh at it. I&#8217;m like, I&#8217;m like you should try this Yeah, you should try this one time and you will start appreciating a boss a lot more somebody\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We have we have it once you reach a certain point you need to be independent But it&#8217;s it&#8217;s again, it&#8217;s it&#8217;s a decision that you make at a certain point in your life Yeah, depending on the conditions that you are in\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">and also I don&#8217;t think there&#8217;s anything right and wrong about it I think it&#8217;s a it&#8217;s like I generally tell people and you know a lot of young people will come to me and they will be driving the point to be an entrepreneur mostly from ego and and The perceived glamour that they feel there is and I generally tell them that hey, you know what? I&#8217;m an entrepreneur since I can remember I&#8217;m the last guy on earth who will tell you that oh don&#8217;t do this But the only thing I can tell you is don&#8217;t do this for this these reasons It&#8217;s it&#8217;s not gonna be rosy at all. And most of the times it&#8217;s not going to be about your skill or about what you deliver. Most of the times it&#8217;s only going to be about how much pressure can you take? without breaking down. Can you manage your stress? Can you lead with a smile even if the world is on fire? and Beside you nobody gets to even feel that if you can do that and this is not but I mean there&#8217;s not pretense You need to do this 365 days.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, so you can pretend for two days. You can&#8217;t pretend 365 days So yeah, I mean it&#8217;s it&#8217;s entrepreneurship is it&#8217;s I generally tell people that you know, I think of it like a sport It&#8217;s a sport That anybody can watch. Okay, but just because you watch it and you feel that it&#8217;s interesting Doesn&#8217;t mean you can play it doesn&#8217;t mean you should play it doesn&#8217;t mean it won&#8217;t break you down. So choose a sport That fits you if you want to play if you&#8217;re gonna watch you can watch anything that you want.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But it&#8217;s not meant to you or it&#8217;s not for you. So yeah But again, I will definitely Be an entrepreneur. This is the the main ultimate plan that we have but mixing both and maybe being a consultant with entrepreneurship with holding few shares and some this is the diversification that you will do for the Assets that you have for the experience you have to invest it somewhere On a later stage. So yeah, this is on on my mind always so we&#8217;re here in Saudi now I&#8217;ve been with the group as I told you since July 2023 and We&#8217;re coping with the Saudi expansion with all the vibe that happening in this beautiful city. We love it here. Yeah, my wife we have now a beautiful daughter one-year daughter\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Congratulations.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;re raising her. Thank you. We&#8217;re raising her here and in Riyadh. She loves it for some reason.\u00a0 She&#8217;s still stupid Things but she&#8217;s happy. She&#8217;s always happy and seeing her happy is the ultimate pleasure for us now, so Yeah, and is your planning to stay because we forgot about Canada. We don&#8217;t want to go anytime soon We heard all the stories.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I went there by the way, we went couple of times. We spend around two three months there It&#8217;s beautiful. I love it, but it&#8217;s not something that we want to go at this stage\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And I you know, I personally feel and nothing against Canada Although the fact is the economic opportunity in Canada is oversold It&#8217;s not there as much as it is, you know sold us is different You know Canada is like but at the same time, you know on a more positive note I feel that the land we are in right now like Saudi is It&#8217;s the entire world is watching and and it&#8217;s it&#8217;s it&#8217;s going through the roof.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Better opportunities, better Income, the taxes are you don&#8217;t take or you don&#8217;t Take the hassle off..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And does Egypt have taxes?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It has that but you&#8217;re an expat so you don&#8217;t The company bear all the taxes that you have but when you are an entrepreneur, you have to pay taxes this is where again being part of the struggle when you are an entrepreneur to have to hold the taxes and to to manage all the Legal part of it and this is the the beautiful part of being responsible and being a natural Responsible person in your career and in your life, in general.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Samer, tell me about tell me about your leadership style and and I think the fact that you You&#8217;ve seen almost all sides of all all stages of Hospitality started as a busboy runner and and to you know where you are. How has your like what&#8217;s your leadership style? What&#8217;s? How do you how do you work with your people? How do you how do you..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s agree on something, If you take it from bottom to top You will learn how to deal with your team when you are in a senior position when you reach the top. You have to be a leader when you need to be and you have to be the father when you need to be and you have to be the mentor when you need to be. so, Personally, I&#8217;m a little bit aggressive in terms of delivering delivering the quality that we are signed off the quality that The employer is expected from you. The concept is expecting from you Especially in a country for now Saudi is very competitive We need to deliver the consistency the quality the service everything I am bit aggressive again in this part and the same time and a very good listener and I put things in perspective so since I am OCD little bit and I can set plans and I can follow the Timeframe that I put again having the experience on the ground from bottom to top It gives you the clarity on giving Deadlines, I cannot go to a restaurant manager asking him that I need a file from you on a Friday afternoon This is not logical. So you need to give enough time for them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to teach them to coach them to to always because you know your people is your it&#8217;s your reflection and This is where you are judged whenever you go to any company and you feel that the team is synchronized It&#8217;s a show at the end. We always say this when you go to any restaurant. It&#8217;s true It&#8217;s a play the the manager has a role the barista has a role the waiters has a role So whenever things go or fit in their places you will be enjoying as a customer and as a management you will be Enjoying seeing the success that you can do out of directions out of Logical orders out of time frame that you give to them and the time you spend to not it&#8217;s not the one one person job to be honest in no one says that I did. No, you cannot do by yourself It&#8217;s you and the team and all the departments in the organization that they do the job so our role always as the leaders is to Try to be the intermediate and to understand the aspects and link things together in order to deliver it to the Frontliners and the people that you see because customers see only waiters and baristas and the same time we have a hellish job done on the back of the house on the process of the Procurement warehousing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is the drivers everyone in the organization play a role on this one So, yeah We have to be sometimes firm But we have to be fair with them Whenever your people see that you are fair with them when any waiter or any runner comes to you to speak about something happening Definitely the first thing to ask did you speak with your direct manager? and then if they want to open up I am a person that is a good listener and Whenever they give me I don&#8217;t hear from one side. It has to be two-sided story. So you have to take Into consideration sometimes that people are not fair Especially the new managers or someone who&#8217;s newly promoted the ego is on the very high side And he wants to show that he is tough, you know, so yeah, you play this role sometimes But when it comes to delivering quality, yeah, I have to be Very firm in this one.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What&#8217;s I mean? I I see that you&#8217;re I mean That you watch yourself you you introspect I can hear Some of that and how you&#8217;re explaining. What&#8217;s your listening amongst your You know people who are managed by you and who are your peers, you know, so if I had to ask somebody You know personally how\u2019s Samer, what do you think they will say? Will they say, you know, the guy&#8217;s tough angry of you&#8217;re scared will they say oh he&#8217;s he&#8217;s very nice He&#8217;s chill, you know, what do you think they&#8217;ll talk about you?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s admit something I was very furious and nervous when I was Younger in age. Okay with time. I Became a little bit wiser a little bit. My heart got bigger, you know and accepting sometimes criticism sometimes pressure So I&#8217;m not a nervous guy, but if they ask them now, how do they feel they feel that they have this, He&#8217;s strict and the same time whenever we do something bad He coach us or he give us the guidelines to solve it in a way But again, sometimes in the operations You know to be strict and all the things to fall in place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, yeah, they will tell you that he&#8217;s a little bit Tough, but he&#8217;s fair and and this is the point where I always work on is being fair Because once you&#8217;re fair, they will respect you and they will trust to tell you things They should not trust to tell anyone else sometimes other departments So you play all of this role that when they come to you you listen to them first And then you listen to both parties if there is two Parties concerned in this one and you take the decision based on two sides story.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What has changed in last 10 years in you? One thing that you said is that you used to be a little more, you know, angry and strict and now you&#8217;re now you&#8217;re a little more Accommodating or maybe things don&#8217;t Things don&#8217;t rattle you as much as they used to and I personally think that&#8217;s a that&#8217;s a very big sign of growth. When you stop reacting to the same things that you used to react on that means something has evolved. But what has changed in you that you see in yourself on a day-to-day basis where you feel? Hey, you know what? This is this doesn&#8217;t sound like me. But yeah, this is me.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Being calmer Being a little bit more calm. Especially in Stress levels, you know in operations and in expansion you face a lot of pressure from top management from investors from from the ground so Well, I got calmer I can take and absorb stress better than before I used to sometimes push the table, you know taking this Physical gesture sometimes now I stopped it.\u00a0 I&#8217;m taking it more Chill, I don&#8217;t want to show people and they should not see me in situation where they Frightened or they are influenced by my attitude. This is something I I learned how to control it and to As you said before To be happy or smiling and things are burning Outside your back. So yeah, this is something I learned through experience.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What experience, You know made you gain this part the most in the journey so far.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Laduree as I told you. Laudree. It was, I Was by myself in a country the investors were not local So the pressure that you take from all sides it was massive and they expect you to Perform and to deliver on time without any mistake. So you need to to have both Personalities in you and to show customers something and supplier something and your top management they have to see you and so I learned and mastered this Skill To shape my my personality now.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">One piece on that You&#8217;re saying that Laduree investors for Egypt were not from Egypt.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No,\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So, that means they did not know what? Kind of you know, you know, so\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Disparty that you have on ground and market. definitely. definitely\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So and and you&#8217;re saying\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sorry, this decision was to to get someone who has the experience This was smart very smart.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No, but my question is actually more nuanced that you said that you started in 2020 and and the first one Really opened in 2022. That&#8217;s a two-year.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It was actually a year and seven months. I believe yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Was it and I&#8217;m assuming that it was not planned as one year seven months, right? So Must have taken massive amount of communication across all stakeholders and especially investors was that a part of Did that..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Look they pushed the maximum? Okay, but again when they do the regular visits and you prove everything and every delay And what you&#8217;re doing and sometimes the factors are external It&#8217;s not something that you are not following up and you&#8217;re not doing. No, it&#8217;s it&#8217;s all about the registration process The but it took them a lot of time to understand that in Egypt you cannot send an email back then to the government asking them about a requisition or a Number or you know, there is nothing like that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So you have to go personally or the legal person who is Registered he has to go there Sometimes they speak through a window, you know, the employee is sitting inside you give them a paper and you wait Reply and return so to not know the dynamics of the country where you operate and The investors it is struggling. But again, you have to prove what you are doing But communication is the key whenever They send you someone to double-check what&#8217;s happening. The legal department comes they have all the proofs you have all the documents all the communication, it&#8217;s just Countries in UAE you will find you not face this because it&#8217;s it&#8217;s easier the process in The cities where it&#8217;s everything is digitalized. You will not face this<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But in the growing countries where still things are manual, you submit papers, documents, list of requirements, yeah, it&#8217;s time-consuming. But the investor was there, they were very keen to open in Egypt, the UAE investors love Egypt and there is a love story between GCC people and Egypt. It&#8217;s very historical.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So, Samer, what, I know, I mean, I was just, I was also pointing at, and probably at least I was alluding to the fact that, you know, while you keep going back to your Ladur\u00e9e experience for that, you know, for that shift in independence and executing things on your own, I&#8217;m sure it might have taken a whole lot of communication to, because I have seen that, you know, leaders who are genuinely, you know, good at managing, you know, people down the line are also the ones who are great communicators up the line, right. Unless you do that, you know, down the line trust is very difficult, you know, to build, you keep struggling on this. How do you enrich yourself? How do you work on yourself?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Well, to have the peace of mind without affecting or with all the chaos happening in your life, you have to, at least one part of your life to be very stable. Here it comes the work-life balance, this theory that we always put in hand or in mind. So, for me, being stable at home, being stable in your personal life, it will reflect positively on your performance and on your personality and on your behavior at work. So, having this stable will get you in at workplace to be more understanding the dynamics of your company. Unfortunately, you have to learn politics in the organization, in the corporate life, but politics should not be always nasty politics. It can be good politics, it can be good behavior and good relationship inside the organization, inside the departments. You get what you want from everyone in the organization by being open-minded to criticism, to sometimes you do things, you feel that you need to report to someone in the organization, and your manager, your direct manager, sometimes he doesn&#8217;t want you to interfere with other departments. So, part of being political in a good manner and you show goodwill, this will shape you to go easier.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s very cool. Not many people can actually say that this nicely and get away with it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I&#8217;m trying as much as I can to be political.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Can you expand that? I think that&#8217;s very valuable and I hear what you&#8217;re saying, but are you talking about diplomacy within the organization or are you saying politics as politics?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the size of the firm and the complications inside of it, but let&#8217;s say being diplomatic will get you through a lot of hassle or avoid your department or your team to be affected by the stress. Sometimes things don&#8217;t go right, so the pressure comes from the top management in so many ways, sometimes direct, sometimes indirect. So, again, it comes from your team, people within your organization and your direct management, they have to be your shield and you have to be their shield in terms of the stress, how you absorb it and how you give it to them. So, again, taking pressure from the top management is not easy, but if you go to the shops and to the restaurants and you are always shouting angry and they see you affected by what&#8217;s happening, they will ask you what&#8217;s going on. So, you absorb it and you distribute it in a nice way to your team.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Land it softly rather than blow it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s not their fault. People on the ground, they are hard workers, so they don&#8217;t want as well some, we call it bullshit, but sometimes it&#8217;s higher than that.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a leadership role, the biggest thing is how do you develop yourself, how do you change yourself, how do you continuously figure out what to work upon to evolve as a person. Sometimes things happen to you and you evolve through them, but do you also do anything proactive? Do you read, do you listen to podcasts, do you do something else that enriches you, including your hobbies?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I mentioned earlier I was good at school, so reading is one of the stress relief that I do. I play basketball just to push, to get all the energy out of my physical system, the physical touch. In basketball, it&#8217;s so physical, sometimes on defense. So, basketball is one of the things I would practice, reading definitely.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I remember this, do you know this comic strip called Calvin and Hobbies?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Very, very popular comic strip globally, but there&#8217;s this kid called Calvin and there&#8217;s a toy tiger called Hobbies, but in every comic strip, this boy imagines Hobbies to be a real tiger, and he&#8217;s his friend. So, all the strips are conversations between Calvin and the Hobbies, and Calvin is this notorious kid, but very, very sharp, sarcastic. So, there&#8217;s one strip, which is my favorite, is where Hobbies and Calvin are sitting and they&#8217;re looking into the horizon, sitting on a hilltop and Calvin is telling Hobbies, he said Hobbies, you know, people think it&#8217;s fun to be a genius, but what they don&#8217;t understand is how difficult it is to put up with all the idiots in the world. So, that strip, I mean, when you said surrounded by idiots, that&#8217;s what comes to my mind.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Again, but your experience and your personality will set you and take you through how to deal with them and how to avoid them. Avoiding them is the key, especially in your personal life. You have to be surrounded by people that inspire you, people that you can speak with them, other than speaking on people, you can speak ideas, planning, you know. So, yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Do you, do you, you know, where do you, who do you take advice from or when, where do you go when you are muddled in your head, when you want to clear your head?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I put myself in a plane and travel. That&#8217;s it. This is the cure for everything. Traveling and unfortunately I learned to travel not, not in my early age. It was, I started officially doing my trips in 2016, 2016. So, since then I figured out that there is a lot of things happening in this world. Whenever you go at any destination, sometimes we belittle destinations, you say, what I will go to do there. And then you figure out that this was one of the best trips, one of the best food that you had, you know, so traveling.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So, are you a planned traveler or are you like a backpacker?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Of course, with the Lebanese passport I hold, it&#8217;s not something that you can always, you have to apply on a visa. So, I have always the visas ready just to, whenever you feel that you are stuck in a place, sometimes going for two nights, three nights will be a cure for your situation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Do you, what do you tell someone who comes to you today, who&#8217;s young, who wants to enter into restaurant industry as a career, as an employee?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Run, run, don&#8217;t come.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But tell me what&#8217;s your real advice?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Look, as what, as an employee?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let me expand that question, okay. I truly wonder in 2025 today, that the way world is shaping and where the new generation, and I&#8217;m not gonna blame Gen Z on this, I&#8217;m saying that this is a global phenomenon where people are, life is becoming so comfortable online in various ways, that people really are shying away from any work that requires physical presence and continuous physical toiling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Restaurant industry and hospitality in general is one of the top professions where you need to be physically standing all the time, whether you&#8217;re in kitchen or outside. I genuinely wonder that what next 10 years and beyond looks like, because I&#8217;m not very sure a very large part of population is going to start, you know, keep working for this industry as much as the previous generations have done. What&#8217;s your advice for a newcomer who wants to build a career in restaurant industry? What should they think about? How should they think about it?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah: 06:37<\/b><\/p>\n<p><span style=\"font-weight: 400;\">First of all, they have to know that they are coming to an industry, it&#8217;s full of stress and it&#8217;s full of skills. Skills in terms of, as we spoke earlier, you have to master the communication with the customers and the communication with your management and with your employees. If they are not people oriented, they should not come to this industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have to be talkative, you have to be creative in creating topics with your customers. You have to be not high tech, but you have the part of tech now is very crucial, essential in terms of the softwares, in terms of the online aggregators. They need to understand this business is mostly based on service, despite all the technology and everything happening in this industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And definitely in 10 years, it will be more sophisticated. But at the end of the day, when you have millions of options to choose from, sometimes you choose to go to this place physically or you order from an aggregator. So quality and consistency, this is a key in hospitality. So if you are coming a new hire or a new joiner, or you&#8217;re planning to have an experience, you have to be, we call it down to earth. You cannot directly be a manager. And this is something that I lived in Egypt and I lived in several countries. Everyone wants to be a manager. So it&#8217;s like that.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But honestly, nobody wants to manage.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Exactly. They dream to be a manager because they want the benefits of the manager, the salary of the manager, because they don&#8217;t want to do the efforts needed to become a manager. As I told you, you have to come from very bottom of this industry to understand its dynamics, to be a good manager. So it&#8217;s not, we&#8217;ll not blame Gen Z. Gen Z, they are better than us. Maybe they will make money more than we do. They have their ideas. I&#8217;m not that old to say that for them, I&#8217;m like, there is an age gap. We can see it now in the environment, but there&#8217;s still in our region, there is hard workers, especially the people that they come from the Philippine, from India, from the people that they really work. They are hard workers. Egyptians are hard worker, Iraqi people that are hard workers, Lebanese are hard workers. Gen Z is mainly for the innovation, for the people, Saudi people, UAE people that they have the will, they have the material, they have the money, they have the education needed to be entrepreneurs, many entrepreneurs or people that they are more into online things. But for the people getting to the industry, they need to be down to earth. They need to be very, the tolerance should be very high in terms of getting all the stress from the work environment. And they need to be in love with food.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They need to know how to eat. Sometimes we meet people and they are high position, they don&#8217;t know how to eat. They don&#8217;t feel the food, they don&#8217;t eat by their senses, they just eat, they just judge by portion size or by the look of the food. So, you need to have the passion for the food so you can work on your taste buds.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What are you doing at Patchi that is different from what you have done before? What&#8217;s new for you?\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">What&#8217;s new for me is the retail part to have that big retail section inside the restaurant. Because as you know, Patchi is a chocolatier. So the chocolate business is the main business in this brand. So the cafe business or the restaurant business comes to accommodate the chocolate. So the assumption in the people&#8217;s head is Patchi is chocolate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the struggle that we are and the efforts that we are doing to change this perception about Patchi as a name is to not link it directly to chocolate. It will stay forever as a chocolate place. But you expect from this well-positioned brand to give you the best coffee, the best dessert, the best food you have. So what I&#8217;m doing differently now is because it needs more efforts than being an F&amp;B concept from day one. If you said the concept from day one that you are a food destination, it&#8217;s easier than to have a brand that is labeled as chocolate and to give it the F&amp;B impression. So what I&#8217;m learning here is how to appreciate the chocolate and how much people love chocolate. I wasn&#8217;t, we love chocolate. Everyone loves chocolate. So, but I didn&#8217;t know here in Saudi, people, they appreciate that much the chocolate and they consume chocolate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We see it in Ramadan. We see it in the high season. They&#8217;re crazy about the chocolate and it&#8217;s a very sensitive and delicate item. And people&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Have you started, you know, noticing different kinds of cacao and bases they&#8217;re hosting?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">By default, yeah, definitely, because you&#8217;re working with several kinds of chocolate and the preferences of the guests, sometimes they come and ask us about why don&#8217;t you do this? And we take it into consideration. We report for the factory and people are asking about this and that. So yeah, it&#8217;s happiness. It&#8217;s like selling ice cream, chocolate and ice cream. You cannot have an ice cream when you are sad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe sometimes you&#8217;re depressed, you eat chocolate, but these are two items that they go with your mood. And when you want to pamper yourself, you go for a nice coffee with a piece of chocolate. So this is where now I appreciate more the chocolate business and how you integrate it in the restaurant business. Yeah.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And what will you advise a newly, a new aspiring restauranteur who comes to you and says, hey, I think restaurant business is booming and, you know, Saudi is growing or restaurant business in general.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/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 is it that you will tell a new person who&#8217;s trying to jump into restauranting as an owner, as an entrepreneur?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">First of all, they have to have a concept, having a concept in mind and not to copy others. What we&#8217;re facing in this region and this area that we copy anything that is working. Okay. And this is not right. Whenever you want to go to any market, Saudi or UAE or wherever you want to go, you have to dig a lot in the market. You have to do your studies based on accurate figures.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have to buy some reports. You have to invest in doing PR and talking to professionals. You have to know the main, if you want to say, figures that will make you or make your business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But that is something that, you know, I mean, I&#8217;m just saying that is exactly what consultants do.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Exactly. So you can pay.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So then how do people keep going wrong? Because there are so many people who keep, you know, investing millions in the restaurant and then shutting it down either in a year or, you know, maybe a little over a year. Consultants bring in exactly what you&#8217;re saying, right? So how does the..<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">All the consultants are good. Some consultants are really bad in what they do. So, and this is a clear example that sometimes you spend money in the wrong direction or you get people to your organization that they are not fully aware of the market, the location. But again, it&#8217;s not about one topic. If you want to break it down, we can go into details. But the first and the most important thing is the concept that you are developing and you are working on it. Does it fit the market that you are entering in? Does it fit the taste buds of the locals? Because let&#8217;s be realistic, in most of the cities you work on locals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So having a good concept that matches the local consumers in a nice location with a nice feasibility study, it cannot go wrong, I believe. But with the experience that we have now in Saudi, the new comers, they have to be very keen about the size of the location. Because I came here, we saw the old restaurants, they have 400, 500, 600 square meters. And this is a lot to do in such a market because the optics is on the very high side and you need to test the water. You cannot test the water if you&#8217;re coming in new with the huge locations and you don&#8217;t have the know-how. Even if you hire the best people in the market, if you as owner or as a board member or whatever, you don&#8217;t have the experience of the market, you will fail.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because your judgment will be very unrealistic. People on the ground will tell you something and you will be doing the total opposite. So yeah, you have to go smaller in size now. A very well-planned feasibility study. The figures should be very accurate from people in the market to tell you which directions. You don&#8217;t have to come with the concept that have no suppliers here, no supply chain or you start to change with the recipes just to accommodate the market dynamics. So it&#8217;s a bunch of criteria.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You said something that that instead of you should not just copy others or what&#8217;s working. But if I expand that a little bit, I also feel that there is an other extreme hypothesis that people come up with and they will say, hey, we are bringing this new concept that nobody has done ever before. And I mean, sometimes there are outliers who kind of open their doors and there are queues outside. But those are outliers. Most of the times, I actually see that bombing completely. Because nobody has done that concept, there&#8217;s no market for it. So what do you think? Would you rather sell Shawarma in Saudi than maybe, I don&#8217;t know what cuisine, maybe Peruvian food?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s all about what&#8217;s the plan of having. You just want to make money, you can go with the shawarma and the class B and C category that is never ending. Here the population is very big and you can accommodate with this classification. But again, you&#8217;re an investor, you&#8217;re coming to do concept that will make you money or you&#8217;re building a company or a brand that it will expand. Let&#8217;s agree on something. Mono brand, it will not work anymore in the future five or 10 years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have to diversify your portfolio. Because one concept, you cannot put everything in one concept. You cannot be good in delivery, you cannot be good in seating, you cannot be good in coffee in one concept. So people here, because the diversity of the city and the different segment, you have to have a supply for each category. You cannot target only one segment and you say, I want to do everything in this concept. So depending on the vision and depending on the business plan that you&#8217;re doing and the size of the investment, you cannot come to the city with a small investment and you&#8217;re expecting to make millions out of few bucks. So the main concept is to come with a clear vision to what you&#8217;re coming to a big city or big country like Saudi.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And I think, while I agree, I think the piece that you said first, that if you want to make money, if you just want to make money, go with Shawarma. I think that&#8217;s the easiest option. Yeah, I mean, I see that paradox all the time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I mean, at least in my area of work, I always tell, let&#8217;s say, if an entrepreneur comes to me starting a tech business, I generally will tell them that, trust me, if there is an idea that only you are getting and nobody else is doing that in the market, please double check. Probably it&#8217;s a bad idea, probably. Or probably people have tried it and failed and that&#8217;s why you don&#8217;t hear that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Very few times there are disruptive things that come out of nowhere which humanity has not seen. Most of the times it&#8217;s just an incremental better value on your existing one. Sameer, this was a phenomenal conversation. I see that you have charted a great journey so far.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">So far, I have a lot to do still.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, and congratulations. While I&#8217;m congratulating you on it, I really am grateful that you shared that with us. This was really great.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thank you for having me and I wish that we can meet more often when you are here in Saudi. And I hope that what we said can help like a little bit for people or inspire people that they are coming or you join us for this industry.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Ashish Tulsian:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Absolutely, absolutely, thank you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Samer Nasrallah:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Thank you.\u00a0<\/span><\/p>\n<p>&nbsp;<\/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; 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Samer shares lessons from running in-house delivery in Egypt before aggregators, launching Ladur\u00e9e during COVID with a central kitchen, and building a caf\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1982,"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-1966","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>Samer Nasrallah Shares Advice for New Restaurant Owners in Saudi and the Gulf Region<\/title>\n<meta name=\"description\" content=\"Hear Samer Nasrallah on growing in hospitality from the ground up, managing chaos, and leading with calm, consistent standards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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