Episode #19 

Meet Ameer El-Issa, owner of Knafeh Bakery, one of Australia’s most well known and respected hospitality brands in Australia. 

Ameer’s hospitality journey started way before their first venue. He was born into a family where hospitality was a way of life. 

Once they were old enough Ameer and his brother Joey start working in restaurants, cleaning dishes. Within a few years, they were opening and running venues for other operators all over Sydney. 

It was at this point where they decided to open their first cafe called Bar Biscotti. Followed by Shisha Bar and Grill. Is was at these venues, when they decided to put a item on the menu called knafeh 

A unique take on a traditional Middle Eastern dessert that their mother Nabila had created. It was an instant hit. When they couldn’t keep up with demand in the restaurant,  Ameer came up with an idea. To sell knafeh from a shipping container and change locations every week. 

His family thought he was crazy but like they have always done they supported him and the idea, and Knafeh Bakery was born. Six years later and the brand is stronger than ever. 

Knafeh Bakery has taken Ameer and his family all around the world. It has allowed him to collaborate with some of the worlds biggest brands like Lamborghini, Etihad, Qantas, Mercedes, Harvey Norman and House of Kdor. 

On today’s episode, we talk about the impact his family have had on him and his career, how you are a product of your environment, what hospitality really means, the importance of focusing on giving an experience instead of selling a product, and how good luck comes from hard work. 

Ameer has long been a mentor and inspiration to me. Along with his family, they are one of the most loved and respected hospitality operators in the industry and whats amazing is this is just the beginning for him and the El- Issa family.