Coffee With The Caliph

Muslim parents and communities can support rising entrepreneurs by

A few weeks back, one of those ridiculous tweets circulated, claiming Muslims never invented anything. For one, those so concerned could just look to coffee culture. Not only did Muslims push coffee out into the world, but many Muslims cheered the caffeine that kept us up, praying, contemplating, worshipping, longer into the night.

Because it’s not the case that Muslims didn’t invent. The better question is what we invent and why—what’s our purpose in the world?

And if we bear that in mind, instead of responding to “what did Muslims ever invent?” with lists of past accomplishments, we were actually out and about inventing, creating, building? And what if we understood that those kinds of dynamism weren’t tangential to our faith, but fundamental to it?

So enters MOTW (“Muslims of the World”) Coffee.

Sajjad Shah is the founder, owner and current CEO of MOTW Coffee, an originally Indianan chain now with six locations in three states. I’ve been to two, wa’l-hamd. Yes, I want to learn with authors like Aaron Renn and Mohammed Faris. Equally I want us to learn from entrepreneurs in our community. Right now, we are rightly hearing about rejecting businesses that promote injustice in the world.

But while we’re withholding support from companies inimical to human dignity and prosperity, shouldn’t we build companies that support our communities, advance our country, and do good in and for the world? Over a year ago, I was headed to Grand Rapids, Michigan, and needed to stop to pray along the way. I stopped at the stunning Al-Huda Islamic Center in Fishers, Indiana.

I’m glad I did. Because it’s beautiful. And because after I recharged at MOTW Coffee—and now here I am, with the chance to share what MOTW Coffee is building. We should all be empowering our kids to imagine, realize, scale, to contribute. To seed their minds with the confidence and creativity needed to offer a positive vision for the whole planet. So I hope you gain from and share the below. And do more.

Stop by MOTW if you can—make it a place to work, schedule meetings, meet friends.

I’m grateful to Sajjad for taking the time to answer the questions I sent to him by email; responses were very lightly edited for clarity.

Sunday Schooled: There are lots of coffee shops out there—which I imagine might make it hard to set yourself apart. But MOTW Coffee is expanding when other coffee shops seem to be struggling. What makes MOTW different?

MOTW Coffee stands out due to our unique blend of global branding and community focus. Our coffee is more than just a beverage; it’s an experience that reflects the rich history of coffee within cultures. We source our beans ethically and ensure that our operations support sustainable practices. Additionally, our coffee shops are designed to be welcoming spaces for everyone, fostering a sense of community and inclusivity. This combination of quality, culture, and community engagement sets us apart from other coffee shops. 

One example of one of our most recent events was this last Ramadan. We gave away drinks and pastries for free and told our customers that whatever they do decide to pay will go straight to Gaza through the charity, Pious Projects. We raised over $100,000 through the event. The community loved it and it gave us once again the feeling that we are not just another coffee shop but something so much more. A center for good. 

It’s one thing to get a customer in the door. How do you get them to come back?

Creating a memorable and enjoyable experience is key to customer retention. At MOTW Coffee, we focus on several factors to ensure repeat visits:

Quality and Consistency: We serve high-quality, freshly brewed coffee and delicious, locally sourced snacks. 

Customer Service: Our staff is trained to provide friendly and personalized service, making every customer feel valued. Behind our register you will find Muslims, Christians, Atheists, Sikhs, black, white and brown employees, we have it all. This makes people of all backgrounds feel more connected to such an inclusive space.

Community Events: We host events like book readings, cultural nights, and community discussions to engage with our customers and provide a space for social interaction.

Loyalty Programs: We offer rewards and incentives for repeat customers through our loyalty program.

How did you get yourself to a point where you wanted to build this kind of business?

The journey to establishing MOTW Coffee was fueled by a passion for both coffee and community. However, the MOTW brand started over 10+ years ago as an instagram page called Muslims of the World. The page was aiming to change the way the world sees Muslims by sharing stories of regular and ordinary Muslims. After the page gained hundreds of thousands of followers, ultimately turning into a charity that raised millions of dollars for humanitarian causes, then turning into a book… we wanted to figure out what the next iteration of the MOTW brand was. 

Recognizing the deep historical ties between Muslim and coffee, we saw an opportunity to create a business that not only serves exceptional coffee but also celebrates this rich heritage and religion of ours. My wife is Yemeni and her grandmother gave us her secret recipe for her chai. We used to serve her chai at our parties and people became obsessed with that. To continue piggybacking off the MOTW brand, we felt that a coffee shop would be in line with the work we already did but we would be moving from a social platform to a physical platform. And that is why we opened the first shop in our local city of Indianapolis, Indiana. 

You operate on a franchise model, if I’m correct. Why did you make that choice and how should a potential franchisee get in touch with you?

We chose the franchise model to expand our reach while maintaining the quality and community-centric values that define MOTW Coffee. This model allows us to partner with individuals who share our vision and passion for coffee and community. Potential franchisees can get in touch with us through our website’s franchise inquiry form or by contacting our franchise development team via email (jamal@themotw.org). We provide comprehensive training and support to ensure the success of each franchise location.

What should young Muslims who want to build companies prepare themselves for?

Young Muslims aspiring to build companies should focus on the following:

Education and Skills: Gain knowledge in business management, finance, and marketing.

Networking: Build connections within the industry and seek mentorship from experienced entrepreneurs.

Cultural Understanding: Leverage the unique perspectives and values of Muslim culture in their business approach. I remember when I wanted to open the first shop and the Muslims at my masjid, the older ones, warned me not to call the coffee shop “Muslims of the World” ... they said that it wouldn’t do well because people are racist. I told them I disagree and I think there will be many who appreciate what we stand for. Thankfully, we found that the latter was right. 

Resilience and Adaptability: Be prepared to face challenges and adapt to changing market conditions. Small business is brutal so you have to be a razor-focused and sharp. 

What kinds of resources or perspectives do you think Muslim parents and communities owe the rising entrepreneurs in our midst?

Muslim parents and communities can support rising entrepreneurs by:

Providing Encouragement and Support: Foster a positive environment that encourages the entrepreneurial spirit. Being a doctor or engineer isn’t the only profession…

Offering Resources: Help access educational resources, mentorship programs, and networking opportunities. I find that at a young age, most Muslims are taught to just study and that is the only thing; however, there is a lot more to success than just making kids study. 

Promoting Financial Literacy: Encourage understanding of financial management and investment.

Cultural and Religious Pride: Instill a sense of pride in their cultural heritage and their faith, which can be a unique selling point in their business ventures.

On the one hand, the history of Muslims with coffee is pretty profound. On the other hand, do you worry that a store that brands itself with a religious community might exclude potential customers?

While our brand celebrates the historical connection between Muslims and coffee, MOTW Coffee is designed to be inclusive and welcoming to all. Our focus is on community, quality, and cultural appreciation rather than religious exclusivity. We believe that by highlighting the rich cultural heritage associated with coffee, we can attract a diverse customer base who appreciate quality coffee and the values of sustainability and community. Without a doubt, there will be some that never want to set foot in a shop called Muslims of the World, and that is fine.

They can drink bad coffee at Starbucks :) 

What does success look like for MOTW in five years’ time?

In five years, success for MOTW Coffee means:

Expanded Presence: Having a significant number of franchise locations across the country.

Community Impact: Being recognized for our contributions to local communities and our role in promoting cultural and religious appreciation.

Customer Loyalty: Building a strong, loyal customer base that values our commitment to quality and community globally, inshAllah. 

Sell us on Indiana and the Midwest. Why start a business in a place many folks consider flyover country? (I'm saying this as a fellow Midwesterner!)

Indiana and the Midwest offer a unique blend of affordability, community spirit, and a growing market for specialty coffee. The region is known for its hardworking, welcoming people who appreciate quality and authenticity. Starting a business here allows us to tap into this supportive community, benefit from lower operational costs, and contribute to vibrant local economies. Additionally, the Midwest's central location provides excellent opportunities for logistics and distribution. Indiana was the state I grew up in; if tattoos weren’t against my faith, I always tell people that I would tattoo the map of Indiana on my back! I love this state and I am so glad I started this company in the city I grew up in. 

The next time I walk into MOTW Coffee, it’ll be my wife, two teenage girls, and a boy on the cusp of high school. What should we order?

For a delightful family experience at MOTW Coffee, we recommend:

• For Your Wife: A medium Vanilla Lavender Specialty Latte paired with our delicious baklava.

• For the Teenage Girls: One can enjoy a medium Jasmine Blue Raspberry Specialty Refresher along with a Blueberry Crumble muffin. The other might like our very famous Biscoff latte with Biscoff cold foam and a slice of Biscoff cake.

• For Your Son: The Cotton Candy summer drink accompanied by a classic Baklava.

• For You: A large Spanish Latte and our Coffee Crumb Pound Cake for a perfect blend of flavors.

Thank you, Sajjad! (I will also point out, with a little awe, that Sajjad could not know I only recently tried a Spanish latte at a local coffeeshop and loved it.)

If you enjoy these profiles, let me know. If there’s voices or perspectives you’d like to hear, drop me a line! I’ve got more in the pipeline already, including educators, community leaders, activists and thinkers. But there’s more to do than reading and sharing. More even than substantively supporting. It’s using the world around us as moments to thoughtfully, gently, indirectly educate.

Nobody wants to be hit over the head with the lesson. But we can embody it.

If you live in Indianapolis, near Lombard, Ill., or New Haven, Conn., and you can get to an MOTW Coffee, take your kids, like we did. Just to see.

If they’re old enough, they’ll get it. If they’re younger, use the moment, gently and thoughtfully, to provoke them into thinking about how businesses are conceived and built. What would it take to found a company? To scale it? To compete in a challenging landscape? Different experiences resonate with different kids. But they still resonate. And that’s how we grow.

You never know what lands—or what that leads to. And so we come full circle. To that whole question of what did Muslims ever invent.

Plenty, as it turns out. We have a faith vouchsafed to us by a blessed Prophet (s) who was a merchant, whose people knew the pathways of the world, who carried our faith from the Hijaz to every part of the planet, with a compassion and courage, mission and purpose that sparked global horizons even for tribes that had hardly seen the world. Honor that by being that.

After all, isn’t it something that the closer back in time you go to our founding period, the more intense creativity and dynamism you find?