We’re excited to introduce you to the always interesting and insightful Umer Dugan. We hope you’ll enjoy our conversation with Umer below.
Umer, thanks for joining us, excited to have you contributing your stories and insights. What do you think it takes to be successful?
I believe success is rooted in consistency, adaptability, and passion. It’s about showing up every day, learning from challenges, and staying focused on your purpose. Success isn’t about big leaps—it’s about the small, disciplined actions that build momentum over time and the resilience to overcome setbacks.
One of my defining moments came early on with Shoufi Mahfi Mediterranean Grill. I remember a customer pointing out that the pita bread wasn’t as fresh as they expected. Instead of brushing it off, I took it to heart. I re-evaluated how we sourced ingredients and implemented changes to ensure the highest quality. That small critique taught me the power of listening and how even minor adjustments can significantly impact a customer’s experience.
At Koyla Pakistani BBQ, I learned the importance of maintaining consistency, especially as we built our reputation as the “Home of the Charcoal BBQ.” Preparing authentic Pakistani dishes over charcoal requires precision and care. There were moments when maintaining that standard felt overwhelming, but I realized that true success comes from staying true to your craft and delivering excellence every time.
Launching The Hookah Factory was a completely different challenge. It was my first venture into creating not just a restaurant but a social space where people could relax and connect. There were delays and unexpected hurdles that tested my patience and resolve. Sometimes, I found myself working late into the night to get things right. But those moments reminded me that success isn’t just about the final product—it’s about the dedication and grit it takes to get there.
For me, success is about more than just running businesses—it’s about creating experiences that bring people together, sharing a piece of my culture, and leaving a positive impact on the community. Every challenge I’ve faced has shaped my journey and strengthened my belief that passion, adaptability, and hard work are the keys to building something meaningful.
Umer, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Umer Dugan, and I’m an entrepreneur passionate about creating experiences that bring people together and empower businesses to thrive. I own four businesses: Shoufi Mahfi Mediterranean Grill, Koyla Pakistani BBQ, The Hookah Factory, and Knights System. My journey reflects a deep commitment to authenticity, innovation, and community.
How I Got Started
I began as a software engineer, combining my technical skills with an entrepreneurial mindset. While still in school, I launched my first company selling phones, which gave me invaluable business experience. After graduating, I started Knights System, a marketing company where I worked with businesses to grow through tailored digital solutions. Many of my clients were in the restaurant industry, which gave me firsthand insights into their challenges and opportunities.
In 2023, I made a pivotal decision to quit my job as a data analyst and focus full-time on my businesses. My first step into hospitality came with the acquisition of Shoufi Mahfi Mediterranean Grill, inspired by the goal of offering diverse cuisines that cater to Halal dietary needs. This laid the foundation for my journey in the restaurant industry. My brother Bilaal’s passion for cooking then motivated us to launch Koyla Pakistani BBQ, which specializes in authentic charcoal-grilled Pakistani dishes. Most recently, I opened The Hookah Factory, a vibrant social lounge offering premium hookah, desserts, and non-alcoholic beverages.
What We Offer
Each of my businesses serves a distinct purpose:
• Knights System: Marketing solutions for businesses, including website development, app creation, and digital marketing.
• Shoufi Mahfi Mediterranean Grill: Fresh, authentic Mediterranean cuisine catering to Halal needs.
• Koyla Pakistani BBQ: Traditional Pakistani dishes cooked over charcoal, delivering rich, smoky flavors.
• The Hookah Factory: A modern lounge combining premium hookah, crepes, waffles, mocktails, and more.
Problems We Solve
Through Knights System, I help businesses grow and succeed in the digital landscape. My restaurants address the need for high-quality, authentic Halal food in the community. The Hookah Factory offers a unique social space, combining a modern hookah experience with an innovative menu.
What Sets Me Apart
What sets me apart is my ability to combine technical expertise, creativity, and a hands-on approach. I’m deeply involved in every aspect of my businesses, from helping clients succeed through Knights System to ensuring quality and authenticity at my restaurants. I believe in consistency, listening to feedback, and delivering exceptional experiences.
What I’m Most Proud Of
I’m most proud of the communities I’ve built and the lives my businesses have touched. Watching clients succeed, welcoming customers back, and creating spaces where people can connect and make memories is deeply rewarding. I’m also proud of the jobs I’ve created and the incredible teams I’ve built across my businesses.
What I Want You to Know
If you haven’t connected with my businesses yet, I invite you to explore the passion and authenticity behind them. Whether you’re a business owner looking for support with Knights System, craving authentic Mediterranean or Pakistani cuisine, or searching for a vibrant hookah lounge, my goal is to provide meaningful experiences. Everything I do is rooted in passion, dedication, and a commitment to excellence.
Can you talk to us about your experience with buying businesses?
My first step into the restaurant industry was the acquisition of Shoufi Mahfi Mediterranean Grill. At the time, I was running my marketing company, Knights System, where I worked closely with many restaurant clients. This experience gave me a deep understanding of the industry and helped me recognize the potential growth opportunities in acquiring and scaling a restaurant business.
I purchased Shoufi Mahfi because it aligned perfectly with my vision of offering diverse cuisines that catered to Halal dietary needs. The restaurant had a strong foundation and a loyal customer base, but I saw significant room for growth by focusing on fresh ingredients, authentic flavors, and consistent quality. My marketing background played a key role in identifying how the business could expand its reach and appeal to a wider audience.
The acquisition process was a valuable learning experience. It involved thorough due diligence, from evaluating financials and operations to analyzing customer data and market trends. My marketing expertise helped me see how I could rebrand and position the business for greater success. Transitioning ownership came with its challenges, such as aligning staff with the new vision, updating operations, and maintaining customer trust. However, I worked closely with the team to implement improvements while preserving what customers already loved about the restaurant.
This acquisition not only gave me a solid foundation in the restaurant industry but also opened doors to further ventures, such as launching Koyla Pakistani BBQ and The Hookah Factory. It was a pivotal moment in my entrepreneurial journey, and my marketing experience was instrumental in identifying and unlocking the business’s potential.
We’d love to hear the story of how you built up your social media audience?
Building an audience on social media has been a journey of learning, adapting, and consistency. When I started, I leveraged my experience from Knights System, my marketing company, which specializes in website development, digital marketing, and app development. I already understood the importance of identifying your target audience and crafting content that resonates with them, and I applied those principles to my businesses.
How I Built My Audience
When I acquired Shoufi Mahfi Mediterranean Grill, one of my first priorities was establishing a strong social media presence. I focused on showcasing what makes the restaurant unique—authentic Mediterranean flavors, high-quality Halal food, and a welcoming atmosphere. By sharing high-quality photos of our dishes, behind-the-scenes stories, and customer testimonials, I started creating a connection with the audience.
For Koyla Pakistani BBQ, I took a slightly different approach, highlighting the “Home of the Charcoal BBQ” experience. Videos of sizzling kebabs on a charcoal grill and posts about our cultural roots helped differentiate the brand. Similarly, with The Hookah Factory, I focused on creating a vibrant, modern vibe on social media, using content like dessert reels, mocktail photos, and engaging stories to appeal to a younger, social crowd.
Consistency and Engagement
One of the most important things I’ve learned is that consistency is key. Posting regularly, engaging with followers through comments and messages, and responding to feedback quickly builds trust and loyalty. I’ve also used social media to announce special promotions, share customer stories, and host giveaways, which helped boost engagement and attract new followers.
Advice for Those Starting Out
1. Know Your Audience: Understand who you’re trying to reach and tailor your content to their interests and needs. Are they food lovers? Social butterflies? Families? Your content should speak directly to them.
2. Focus on Quality Content: Invest in high-quality visuals. Whether it’s professional photography of your product or well-lit smartphone shots, visuals are often the first thing people notice.
3. Be Authentic: Share your story, values, and what sets you apart. People connect more with brands that feel human and genuine.
4. Engage With Your Followers: Respond to comments, ask questions, and interact with your audience. Engagement builds community, which is more valuable than just having a large following.
5. Leverage Trends and Insights: Stay updated with social media trends like short videos, trending audio, or hashtags. Use analytics to understand what content works best and double down on those strategies.
6. Don’t Be Afraid to Experiment: Try new content formats like reels, live streams, or behind-the-scenes videos. See what resonates and adjust accordingly.
Social media is not just about posting; it’s about building relationships with your audience. It’s a long-term process, but with consistent effort and a clear vision, it’s one of the most powerful tools for growing your brand and connecting with your community.
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