In this episode of Muslim Money Talk, host Areeb Siddiqui speaks with Sakib Ahmed, co-founder of Simply Smash, London’s highest-rated burger joint. Sakib shares his journey from fintech to food service, discussing the challenges of launching a values-driven restaurant and overcoming adversity, including a review-bombing incident that led the community to rally in support of his business.

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TIMESTAMPS: 

00:00 - Intro 

2:06 - Discussion on mutual connections in the London Muslim tech scene

3:00 - Saqib’s fintech background and degree apprenticeship at Goldman Sachs

8:05 - Founding Minideed, a charity-focused social media platform

15:34 - Developing a meaningful and positive social media experience

16:57 - Saqib’s transition from fintech to entrepreneurship with Minideed

17:56 - Decision to open a restaurant, leveraging family experience in the food industry

23:23 - Challenges of running a restaurant during the pandemic lockdown

24:32 - Tiramisu and “Help Our Heroes” campaigns to keep the restaurant afloat

29:05 - Transition to Simply Smash; inspiration for starting a new restaurant concept

32:13 - The “140-Day Challenge” to launch multiple brands and see which succeeds

38:34 - Simply Smash emerges as the winning concept; focus on data-driven burgers

41:39 - Emphasis on customer feedback and delivery experience as success metrics

45:07 - Saqib discusses the review-bomb incident over pro-Palestinian stance

47:51 - Community support through 200+ positive reviews

49:14 - Saqib’s commitment to integrating values into his business model

51:58 - Muslim values in business as a differentiator

52:18 - Financial and tech industry parallels with data-driven business models

54:19 - Saqib introduces Simply Smash’s Wagyu Beef Brisket burger

58:01 - Future plans: Scaling Simply Smash with potential new locations

1:04:01 - Discussion on balancing growth strategies: franchising vs. bootstrapping

1:06:50 - Saqib’s lessons from working with his brother to balance quality and operations

1:07:05 - Saqib’s high points: Impactful community work and building a values-based legacy