Today we’d like to introduce you to Radwan Masri.
Hi Radwan, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
Born and raised in Amman Jordan in 1962. I was raised by a liberal Middle Eastern large family. After graduating from high school, I pursued my higher education and attended the University of Wisconsin in Milwaukee. I graduated in 1990, a BA in Business Administration with a focus on Marketing.
Having an adventurous nature, I landed on a job in family-owned hotel in Mexico City, in 1990 I packed and lived there from 1990-1996. In Mexico, I learned the language, the colorful culture & the amazing food Mexico has to offer.
In 1996 I was headhunted by a local United Arab Emirates Group to start an F&B operation. My restaurant experience stated there. From 1996 – to 2016 I established and managed many local brands and was hired to be the CEO of Cinnabon and Seattle’s Best Coffee in the UAE. At one point I ran an operation of 50+ locations, between local & international.
In 2016 I was hired by a Group in Chicago to consult on Mediterranean Food Concepts. Between 2016 – 2019 I established a concept called FALAFILL in Schaumburg IL & also consulted for another group with a focus on virtual kitchens / Ghost kitchens.
From there I excelled in this domain, I discovered that I obtain a culinary skill that I did not know that I had. My strength is in putting flavors together.
After losing my clients in Chicago due to Pandemic. I decided to start a fusion Mediterranean / Mexican concept called Ayy Karamba.
In July 2019, I opened a small food trailer just to test the market. Apparently, I proven to be a master of flavors. I managed to combine two amazing cuisines into one.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
This journey was full of challenges. Being in the F&B operation Worldwide, one has to understand different cultures, deal with different caliber of people from various socio-economic background.
Moving countries crossing continents is not an easy affair. I had to be convincing in every aspect. When I returned to the US in 2019, basically I had 23 years of UAE experience & non-US experience. I had built my name, build my credit from scratch & also learned how difficult the job market is in the USA in particular restaurants and Food and Beverage operation
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am proud to say I am a master of flavors. Having an artistic nature, also been a worldwide traveler being in 45+ countries in all continents “Except Australia” I’ve tried many many cuisines. With that said, I became experimental in creating good food with exceptional flavors.
My strength in this is I manage to build from one single pantry, many cuisines. This is the real; representation of my concept Ayy Karamba.
I am also a semi-pro photographer; I combined my culinary skills with Food Photography. That sets me apart.
What sort of changes are you expecting over the next 5-10 years?
The industry is shifting towards delivery/IT-focused. Virtual kitchens or Ghost Kitchens are now being the biggest trends. We will still see brick & mortar of course that will not go. However, restaurant footprints will go smaller & more concentration on Back of the house kitchens where one restaurant can produce different cuisines.
I see Ethnic chines like Mediterranean/Healthier plant-based to be in the horizon much more. Also, ready meal boxes are also on the rise
Contact Info:
- Email: radwan@ayykaramba.com
- Website: https://www.ayykaramba.com
- Instagram: https://www.instagram.com/ayykaramba1
- Facebook: https://www.facebook.com/Ayy-karamba-102716124816466
- Yelp: https://www.yelp.com/biz/ayy-karamba-columbus-4
