I am Mustafa, founder and owner of Sahara Imbiss. Even during school and university I knew I wanted to build something of my own – so I worked many different jobs on the side. Each one taught me new skills, new experiences and, above all, how to be with people.
When I finally worked in hospitality, I knew at once: this is my world. I loved being with guests, the energy of a restaurant, and the feeling of making people happy with good food.
In 2009, alongside my studies, I opened my first small branch. It was a big risk. I often worked from early morning until late at night. There were days full of challenges and setbacks. But I never gave up, because I believed in my dream.
With patience, hard work and passion, that small branch grew, step by step, into Sahara Imbiss – Sudanese Street Food. Yet for me it was never only about the food.
I want every guest to discover a little piece of Sudan – our culture, our hospitality, our warmth. To feel not simply like a customer, but like a welcome guest.
My greatest example is the warmth you know from a loving grandfather. When you visit your grandpa, he does not first ask about money or how soon you will leave. He is simply happy you are there. He wants you to eat enough. He keeps asking: “Would you like some more?” He makes sure you feel at ease, laugh, and want to come back.
That is exactly the feeling I want to create in every Sahara restaurant. Our guests should not feel like they are in an ordinary snack bar, but like they are with friends or family – a place where you are warmly welcomed, feel at home, and gladly return.
When a guest leaves, I do not want them to think: “I just ate something.” I want them to think: “I had a lovely time. I was warmly welcomed. The food was excellent. The people were kind. I will come back.”
Good food fills you up. Warm hospitality creates memories.
— Mustafa, founder of Sahara Imbiss
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