Women have been making significant strides in the food and beverage industry, with more and more women taking leadership roles in the sector. Rasha Al Danhani is a woman who needs no introduction in the business world. Her impressive portfolio is proof of her determination and her ability to succeed in everything she puts her mind to. Rasha is the Chairperson of PappaRoti, the Owner and Founder of Brandnoise Creative Agency, Al Rasha Investments and The 1978 Suite.
PappaRoti is a café brand known for the signature coffee-caramel buns. The café was introduced in the UAE in 2009 at the Dubai Mall. Originated in Malaysia the brand has gained immense popularity in the region.
PappaRoti has carved a niche for itself in the market giving other cafes a tough competition. The brand has a loyal fan base that visit malls specially to sample the bun. The brand also contributes to strengthening the economy. The core values of the company are quality, customer service, attention to detail, maintaining a high level of hospitality, implementing sustainable practices, making a positive impact and being authentic.
From Corporate Career to Entrepreneurship
After completing various entrepreneurship programs such as “Performance Management” and “Team Leading,” Rasha earned her business management degree from Dubai Women’s College. She kick-started her career in prominent companies like Emaar Properties and the Dubai Development and Investment Authority. Moreover, she gained valuable experience in both banking and real estate industries before embarking on her own entrepreneurial journey.
Rasha was in search of a unique idea to introduce in the UAE. During her holiday trip to Malaysia in 2008, she stumbled upon PappaRoti, a small kiosk by the metro station that caught her attention with its irresistible aroma. This encounter inspired her to start her own venture.
Building a Beloved Brand in the UAE
Rasha had always known that she had a natural aptitude for business and was eager to strike out on her own entrepreneurial path. However, finding the right product or concept to launch proved to be a challenge for her. Undeterred, she remained on the lookout for any intriguing ideas or opportunities, with a particular focus on the food and beverage industry. After all, she firmly believed that few things have the power to bring people as much happiness as good food.
It was during a family vacation back in 2008 that Rasha’s instincts led her to stumble upon a small kiosk located near a train station. Intrigued by the tantalizing aroma wafting from the kiosk, she decided to give the product a try. As soon as she tasted it, she knew that she had discovered something truly special, something that the UAE had been missing. Driven by her instincts and her belief in the product, Rasha wasted no time in reaching out to the owner and negotiating to bring the brand to the Middle East.
Despite the challenges and uncertainties involved in launching a new venture, Rasha remained steadfast in her conviction that the PappaRoti brand would be a success in the UAE. She was confident in the product and the brand’s unique selling proposition, and her faith and determination ultimately paid off as PappaRoti went on to become a beloved and popular brand throughout the region.
Approach to Business Growth through Innovation and Dedication
Rasha is constantly searching for innovative and novel concepts to grow the business. She dedicates herself to learning new things every day, and actively participates in the business operations. She is also heavily involved in the daily workings of the business and embrace new challenges regularly.
Additionally, it’s advisable to conduct thorough research and study extensively about your chosen field. Investigate past successes and failures to gain a deeper understanding of the business world. Enrolling in an entrepreneurship or business management course may also be beneficial.
Lastly, starting on a small scale can be advantageous as it involves lower risks and investments, resulting in minimal losses if any.
Advice for New Leaders
If you are new to a leadership position, Rasha suggests that you trust your instincts and avoid rushing into decisions. It’s important to conduct thorough research about the market and educate yourself as much as possible about your goals. You should also investigate whether similar approaches have been successful in the past, and if not, figure out why. Gain a deep understanding of your particular industry, and make sure you are aware of your competition and their actions.
Shouldering Responsibilities as a Business Owner
Each team member is a valuable asset to the company, and no member can replace another. Rasha places a high value on honesty and hard work when recruiting team members and believes that other necessary skills can be taught. When Rasha is absent from the office for work purposes, she trusts her team members to manage the day-to-day operations.
In her role as a business owner, Rasha bears the responsibility for making crucial decisions for the company, as well as ensuring that all departments operate smoothly. She oversees the operations of all her companies.
Shifting Dynamics in Food and Beverage Industry
According to Rasha, the hospitality industry in the Middle East has transformed over time, with shifting dynamics and cultural diversity. The region’s multiculturalism, along with an increasing number of expats making it their home, has led to a diverse food and beverage industry, where every country’s cuisine is welcomed. Technology has played a significant role in shaping the food and beverage industry, with gastronomy, innovative cooking techniques, and unique dining experiences attracting people the most. Social media also plays a vital role in promoting certain cuisines, restaurants, and cafes, helping to spread the word and make brands popular.
Vision to Expand PappaRoti’s Reach
Rasha possesses a strong and well-defined vision for the future of the PappaRoti brand. Her ultimate goal is to transform PappaRoti into a household name that is instantly recognizable and synonymous with quality, delicious baked goods and exceptional customer service. Her dream is to establish PappaRoti as the go-to café for people all over the world, and she is determined to make this a reality by expanding the brand’s reach into new markets and territories.
Currently, PappaRoti has already gained a foothold in many countries and is rapidly gaining popularity in new markets as well. With its growing fan base and loyal customer following, the brand is poised for continued success and expansion. Rasha and her team are currently focusing on expanding PappaRoti’s reach into the European market, with plans to introduce the brand to even more countries and regions in the near future. Their goal is to make PappaRoti a global phenomenon that is loved and appreciated by people from all walks of life, regardless of where they are in the world.
Written by Steve Sanchez.
