We were lucky to catch up with Abdelmalek Belghiti Alaoui recently and have shared our conversation below.

Alright, Abdelmalek thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

In the heart of Morocco, our story began, surrounded by the flavors of organic produce and the warmth of a loving family. Growing up, our mom’s delicious home-cooked meals and our dad’s tech-savvy influence laid the groundwork for a future that blended tradition with innovation. Our roots in the weekly Souk and a childhood filled with nature’s bounty set the stage for what would become Tajine.

Fast forward to my college graduation in business and Zakaria studying hospitality in Casablanca. The dream of bringing our Moroccan heritage to America lingered, and in 2015, Zakaria joined me in New York. Enter Youssef, the third brother from another mother, and our powerful mastermind was born. After navigating the pitfalls of two failed ventures, we found our strengths and united for the exciting journey of Tajine.

My journey took an unexpected turn in New York. Living with vegetarian roommates who adored my dishes, they constantly nudged me to open my restaurant. Although the idea didn’t resonate then, life had different plans. After a career in finance, a pandemic-induced job loss pushed me to reassess. Spending my days immersed in organic cooking for my son, Raheem, sparked the revelation – if I loved doing this, why not turn it into a living?

And so, in 2022, Tajine emerged as a catering business, a labor of love uniting three brothers on a mission to share the authentic tastes of Morocco with the world. The journey from idea to execution has been a flavorful ride, blending heritage, passion, and a dash of unexpected twists.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Tajine is a culinary journey where heritage, flavor, and sustainability converge to create a unique dining experience. I’m AbdelMalek Belghiti Alaoui, co-owner and founder of Tajine, and I’m excited to share our story.

My culinary adventure began in Morocco, immersed in the richness of organic produce and the art of traditional Moroccan cooking. With a business background and an MBA, I ventured to the U.S. in 2008. While working in finance from New York to Santa Fe, New Mexico, the idea for Tajine started to simmer.

The pivotal moment came during the pandemic when I found myself unemployed, reigniting my passion for organic cooking. With my brothers, Zakaria and Youssef, we embarked on the flavorful journey that is Tajine. We blend traditional Moroccan-Mediterranean flavors with a commitment to using organic, high-quality ingredients.

Tajine is more than a restaurant; it’s a celebration of our cultural heritage. From catering services to our signature dishes, we transport customers to the vibrant streets of Morocco with every bite. What sets us apart is the authenticity we bring to the table, infusing warmth and tradition into every dish.

At Tajine, we believe in sustainability. Alongside our commitment to authenticity, we’ve implemented a comprehensive system of composting and recycling. Additionally, we use only biodegradable takeout materials, ensuring that every aspect of our business reflects our dedication to the environment.

Tajine is more than a business; it’s a labor of love crafted by three brothers with a shared passion for bringing the essence of Morocco to your plate. Our commitment to authenticity, organic practices, and creating memorable dining experiences defines Tajine – a place where every meal tells a story.

What do you think helped you build your reputation within your market?

Certainly!

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Our journey at Tajine has been shaped by a commitment to ethical practices and a relentless pursuit of culinary excellence. Building our reputation wasn’t just about profits; it was about sourcing the finest ingredients to create a menu that reflects our dedication to authenticity. Initially buying retail, I prioritized crafting the perfect recipes, understanding that profitability would follow as we scaled and found wholesale solutions.

Another key element in our journey has been investing in our team. I’ve always emphasized hiring positive team members, fostering team morale, and maintaining strong management practices. We view our work as a collective effort, starting each day with gratitude for the opportunity to serve food as medicine.

Our dedication to sustainability also played a pivotal role. We invested in composting and recycling programs, ensuring that our environmental impact is minimized. Even our cleaning products are carefully selected to be chemical-free, aligning with our holistic approach to creating a positive impact.

At Tajine, reputation isn’t just about what’s on the plate; it’s about the values we uphold, the team we nurture, and the responsibility we take for our environmental footprint. Our commitment to ethical sourcing, team well-being, and sustainability has been the cornerstone of building a reputation that goes beyond the culinary experience.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Absolutely, here’s your response:

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Undoubtedly, one of the most impactful lessons I’ve had to unlearn was my tendency to trust people quickly. This lesson unfolded dramatically when we embarked on opening our Tajine location at BODY of Santa Fe. While I gained valuable insights from Lorin Parish, the owner of BODY, the overarching lesson was a cautionary tale about the rapid transformation of human nature, often driven by greed.

Initially signing up for a 5-year commercial lease, we poured our hearts and resources into preparing for a grand opening. The excitement of selling tickets and inviting guests turned into a devastating scenario as our recipes were stolen, and what was supposed to be a celebration of our one-year anniversary became an abrupt closure. The situation escalated to the point of receiving an eviction notice and a restraining order, wielded as legal tools to seize our business idea.

The profound takeaway from this experience was a stark reminder to approach business relationships with mindfulness and caution. It underscored the need to navigate the shifting dynamics of human nature and greed with a discerning eye, ensuring that blind trust doesn’t compromise the essence of our ventures. The grand closure at BODY became a defining chapter in our journey, reinforcing the importance of resilience and the wisdom to never underestimate the complexities of human nature.

Contact Info:

• Website: www.tajinesantafe.com
• Instagram: https://www.instagram.com/tajinesantafe/
• Facebook: https://www.facebook.com/tajinesantafe
• Yelp: https://www.yelp.com/biz/tajine-santa-fe-2?osq=tajine
• Other: [email protected]