Lebanon Restaurant Management
We start with a market study then we go on to start the feasibility study. Then we start gathering the investment; if it’s not a foreign investor we do it using our list of potential investors. The whole process from gathering the investment to the opening is basically operational: finding the chef, deciding on the menu, recruiting the manager, the branding, the trademark, registering the company, and the legal issues. After the opening we usually sign contracts for management and operations.
Interview with Maya Bekhazi Noun, Founder and Managing Director of Food Gallery
Some time ago you started your own business. What was your motivation and in doing so what has this journey been like for you ?
It all started as a hobby. I majored in finance and was working at a bank at the time and I decided with some friends to establish the first coffee and bagel shop in Lebanon and the Middle East. We went to the US and dealt with a consultant ; instead of buying a franchise, he came with us here and and taught us how to set up our own establishment and how to start with the bagel industry. I have a passion for food and cooking and I really give a lot of time to this business while having another career the same time. A year after we opened the first outlet we opened four points of sale and then I sold the whole company at a good profit. The first venture was where we learned from all of our mistakes. This kept us going and after that I opened Pinocchio which is a pizzeria in Lebanon. At Pinocchio I did something very innovative; instead of getting a loan from a bank or a couple big investors, part of the strategy was to have 18 small investors – mostly women from all around Lebanon; this was what the success of Pinocchio was due to. Each one of the investors had very good PR and wanted to invite people over all the time and it kept the restaurant busy for at least a year.
How have you accomplished organizing all the investors ?
It was agreed on from the beginning that they would all be silent partners; that all they would need to do is invite people and tell people about this place wherever they went, basically just doing the PR and marketing job. I no longer manage Pinnocchio. After that, I took over Beirut Cellar, which is a 30-year old restaurant, and that was five years ago, and I still have my other career in finance.
Can you tell us a little bit more about your company ; what is it now and what is your current role in its development ?
“Food Gallery is basically a company that provides
consulting services for the food and beverage industry. “
What does it take to do all of these jobs ; is it difficult, is there anything special behind your success ?
I have a passion for food and I’m a perfectionist. At the same time I manage by numbers. Whenever I start a new project it is driven by passion ; it is my heart. When it opens it is then driven by numbers and management and that is it. I think that is what keeps a business running.
What advice would you give women entrepreneurs or women who would like to start their own business, seeing that you are a self-accomplished woman entrepreneur ?
I do not see a difference between women and men entrepreneurs ; would like to give advice to young entrepreneurs in general. I do advise a lot of young people who are graduating now to just go ahead and follow their instincts if they are sure of their projects and have done their homework : if they have done the feasibility and market studies, and they’re really determined enough to follow up on the project that they want to do.
As an industry insider do you think there a lot of opportunities within the hospitality sector in Lebanon ?
Yes, for new concepts and innovation, yes. But if they just want to replicate and just do what other people are already successfully doing, I do not recommend that. There is still room for new concepts, but on the other hand it is saturated in terms of other concepts.
What sort of a concept could you imagine would have success in Lebanon ? What is needed in the market ?
As an industry insider, I know what is coming next. People are targeting the high end, and there are lots of them coming. What is still missing are really Asian fusion concepts. This is something that I really think would work. Look at the sushi concept in Lebanon ; it is very successful and I think that we need to go more into an ethnic Asian concept.
You are also looking at other markets around you ; what would be your development over there ? What are the markets like around Lebanon ?
Every country has its unique demand and is developed in a certain way. If you take the UAE, they’re very developed in terms of restaurants and concepts. They have a bit of everything. But I think they still lack good service ; they don’t have the Lebanese touch of service. If you look at Lebanon, we have a lot of locally made concepts. We are very successful in coming up with new and innovative ideas. Now I’m thinking of Europe, and there is one concept that I think would do very well in Europe. Maybe we would launch our first shop in London. London is a very saturated market, and our concept is very new and that is why I want to launch that there, because if it will work in London it will work anywhere.
What is a day like in your shoes ?
I work on consulting and I have other jobs. I usually have lunch at one place and then I go around and visit all my other locations. If there is a new opening I usually stay in that place at least for two or three months. I have learned to delegate instead of making things a one-man show. I’m lucky enough to have a good team with me, especially my brother who helps me a lot. Handling the back of this operation and looking at reports is what I care most about.
What are the three most important lessons you have learned during your business ?
First I must insist on the fact that I am always scared ; when I have a new project and even though I know I am successful and I know I have never failed before it doesn’t mean that I will never fail. I never take things for granted. Confidence drives you but you have to be scared or else you just would not care as much. Motivation comes from my passion which I inflict on others because I travel a lot and I buy lot of cooking books. I love to test and try new things so whenever I’m back I sit with the team and explain to them what I have seen, what is new and the things I have tried. I always ask about what they have tried and innovated, and this keeps them motivated because they see that I’m motivated and I care.
In terms of a long-term vision for the company, how do you see yourself in 10 years ? What is your dream?
“My dream is to establish a cooking school.”
Would you like to add anything ?
We have also launched corporate social responsibility in the food and beverage sector. We distribute 1% of our profits to charity and this is what I would like to encourage other people in the business to do because I really believe that sharing with the community is very important. If charity can empower women, for example, these women could come back and work for you and have an impact on the cycle of the whole economy. If giving is well managed and is focused, I think it is a win win situation and is not giving just for giving. It is giving in order to impower people.
How do you keep the balance between the work in your private life, as women in society are perceived as having to choose either family or business ?
There is never a choice between family and business, but basically when I met my husband I was already working and he appreciated this part of me. He’s very supportive of what I do, my ambitions and all my projects. I have two kids ; one of them is only a month and a half old! It is not easy being a full-time mom and having a full-time job at the same time, but being motivated really helps. Sometimes I wish the days are longer than 24 hours so that I could give as much time as I can to my work and my family. When I’m at work my time is for my work, and when I’m with my family my time is for my family. The time off that I take on a regular basis is what keeps the family together. I don’t regret being away from my children as much because I’m sure they will grow up to be stronger women.