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The Curation by Nour Hassan
The Curation, formerly Radical Contemporary, is a Digital Curator and Podcast based between Cairo, Dubai & Jeddah. We curate everything from art, fashion, and design, to culture, wellness and tech to present you with only the best brands, founders, products and pioneers.
The Curation by Nour Hassan
Reem Hassan: The Matter Matcha Queen
What if you could transition from managing a leading coffee brand in Dubai to introducing a groundbreaking matcha concept in Cairo? Join our founder Nour Hassan as we uncover the inspiring journey of Reem Hassan, a fearless entrepreneur who has done just that. Reem opens up about her exhilarating leap from being the country manager of Seven Fortunes to launching Matter, a postmodern matcha venture that brings high-quality matcha to the Egyptian market. She candidly shares how the pandemic reshaped her career path and reinforced her commitment to maintaining a healthy work-life balance amidst the chaos of entrepreneurship.
• We discuss the transition from pharmacy to coffee
• Highlighting the evolution of her morning routine
• Reem describes the creation and concept of Matter
• Emphasizing the importance of staff management and communication
• We talk about blending culture with innovative offerings
• Sharing life hacks focused on risk-taking and friendship and of course "What's in your bag?"
For more matcha and coffee discoveries check out @matterbrews.
Action. Welcome to the Curation, a show for the culturally curious. This is your host, noor Hassan. Each week, I'll guide you through a curated edit of the finest in art, fashion, design, culture, luxury, wellness, tech and more. This is your go-to space for discovering trailblazing ideas, untold stories and meaningful conversations with innovators and creators who are shaping our world. There's no gatekeeping here, so sit back, tune in and let's discover only the best together.
Speaker 2:I'm a pharmacy graduate, ream on a journey hustling throughout the day. Good Corona, corona, corona did?
Speaker 1:I think it's did all of our lives change? Yes, you go anywhere, you just say the words Frappuccino. What in the world were we thinking?
Speaker 2:So coffee became my passion. Matcha is my new baby now, but I enjoy a flat white. I like my milk frothed well and I like the balance between an espresso and a milk you shifted frothed well, and I like the balance between an espresso and a milk you shifted. You, you took a risk. Basically, best thing I've learned is just to set boundaries when we're at work. We're at work when we're at home. We're at home. We're having dinner. We don't talk about work.
Speaker 1:There was a moment where it was like all about add 10 steps. There was just so much and I think, to the point of like, okay, let's just bring it back to basics Action. Okay, right now I'm sitting with Reem Hassan and it's such a pleasure to have you on my podcast. The pleasure is mine. So you invited me to a matcha a couple of weeks ago and it happened to be on my birthday, which was a really nice surprise for me and guys. Basically, what I'm about to do is introduce you to the best matcha in Cairo, so let's just get ready for it, okay? So Reem is the country manager of Seven Fortunes and you managed Seven Fortunes in Dubai for the longest time, and now you founded Matter, which is a postmodern matcha concept in Cairo. Yes, and my first question for you, ashayna I want the audience to really get to know you as Reem is how would you describe Reem Hassan right now? What's your vibe right now?
Speaker 2:Who is Reem Hassan? On a personal level, reem Hassan is someone who is very pro, taking risks, challenges, but still finding that balance in life between work and family and personal. At the moment, I have a lot of, let's say, experience when it comes to the coffee industry, which I dwelled into and I really loved the past five years and I exceeded in it a lot, so coffee became my passion. Matcha is my new baby now, which you came and tried. You're the matcha mom now, exactly because that's the new caffeine kick that you have that's trending right now. So, yeah, that's pretty much reem still discovering life, taking risks, doing different challenges so that I could reach a level in life where I'm actually very satisfied and happy with the way I I live amazing, I think.
Speaker 1:I think I love what you said about taking risks. I think you really do embody that as a person. I feel like you not only take a risk, but you're a step ahead and we'll get to that. But before we get to that, I want to know about your morning routine.
Speaker 1:Because I think this tells me everything I need to know about a person. I have a theory that the morning routine Because I think this tells me everything I need to know about a person. I have a theory that the morning routine is everything I need to know, but I want you to go in detail. What's your morning routine as Reem?
Speaker 2:So it's very interesting that you say what's my morning routine, because I developed, let's say, if you ask Reem what's her morning routine five years ago, it's completely different than how it is now. My morning routine now involves I at least dedicate like 15 to 30 minutes for more or less mindfulness, so I can set the day on a right pace. Where I learned this? I learned this on a retreat in Bali, and it was honestly an eye-opening experience for me when I actually learned this in a retreat in Bali, because it actually sets your day on a very positive note. It causes you to allow you to be very positive. So what do I mean by like 15 minutes of mindfulness? This is flexible, whether it's journaling, whether it's watching my favorite show, that calms me down Really, yeah, like I allow it to, I keep it flexible. I don't want to keep it in a strict manner where I'm journaling and meditating. If I feel like today I want to watch Friends for like 15 minutes before I start my day, I'm going to do that.
Speaker 2:And it honestly puts me on a good pace.
Speaker 1:So it's not like I wake up, I meditate, I journal. It's not that routine that people talk about, where it's like a list that you have to complete. It doesn't stress you out whatsoever.
Speaker 2:Exactly that's what I find the best thing, when I keep it flexible, whether it's a cup of coffee, whether it's watching a show, whether it's journaling how I feel that morning. But I want to dedicate at least 15 minutes of me time, okay, before I set and I go ahead and start working, or I go to work or gym, etc. I go to work or gym, etc. I need to definitely have that break where I'm setting my time. So you actually just start to get into this like Zen mode, which is more calm and your day is much more relaxed Amazing.
Speaker 2:So, whatever challenges come your way, you're easily able to handle it. And when do you wake up? What time do you wake up? Usually around 8.39.
Speaker 1:Yeah, so it's not about like that. Like 5 am crazy. It's about being mindful in the morning and you learned this on a retreat in bali. How long was the retreat?
Speaker 2:it was for a week. We used to wake up at 6 am oh my god, not 9 am and I never imagined myself being able to wake up at 6 am, but I actually was able to do it daily. Yeah, because it's. You wake up at 6 am, you're super tired, but then you go ahead and you start journaling. You start to reflect on a lot of different things, you start to meditate and you don't. By 7 am we're done and you feel like you're super energetic for the day.
Speaker 1:Very interesting and this changed a lot for you before. What was it? I'm interested like before it was.
Speaker 2:Uh ream on a on a journey, hustling throughout the day trying to get everything done, headless, chicken vibe, exactly to-do list. All over the place.
Speaker 1:No organization straight into the day exactly, really seriously, me too, and the reason I asked this question is because I believe that the morning routine is part of the key for a successful, especially entrepreneur. Yes for sure Did it make a difference for you in your life, like in your work as well?
Speaker 2:Yeah, definitely, because when you're actually able to organize or set your goals for the day, you feel more achievable. At the end of the day, you feel like you've actually done or successfully completed your to-do list because you can set it realistically actually done or successfully completed your to-do list because you can set it realistically. However, if you're running around with a messy to-do list and you don't and you don't achieve, let's say, 20 or 30 percent of it, you start to feel at the end of the day no, this is, I haven't achieved what I need to achieve. Yes, and it's not your fault, it's, it's just the fact that you weren't able to organize or prioritize your, your list of what you need to complete today and you're trying to run around and get everything done.
Speaker 1:So okay, interesting, and so do you have any tips regarding masalan skincare, the way you got ready? Do you have any rituals, anything like that?
Speaker 2:well, it's kind of like yeah, actually, when it comes to skincare. So when I used to live in switzerland, I I had acne and I went to the doctor and I was under the impression that the doctor is going to tell me oh, you could use all of these Skin care products.
Speaker 2:That's going to affect. And I was waiting for him To like guide me on that sense, because I didn't have the knowledge yet Of what to do with skin care and he just told me Because I guess the Swiss mentality Is very much on the natural. So he said use regular soap on. Did I pronounce it right?
Speaker 1:I think so I've been, I don't know.
Speaker 2:Yeah, then exactly yeah, I use a van and it's perfect for my face, because my face is quite sensitive when it comes to whatever products I put it, it easily dries out. Yeah, and honestly, that's my skincare routine so far.
Speaker 1:Wow, I use that in a moisturizer? Oh my god, just soap and a moisturizer. Guys, this is revolutionary, because I'm sure there's no, I think there's a count, like, look, I think with like, with everything, there's like a bit of a comeback. Let's see, everyone on tiktok is like strip it down, make it simple all of this. There was a moment where it was like all about add 10 steps, yeah to everything, to your morning routine, to your skincare routine.
Speaker 2:There was just so much and I think, and I had a guy into the point of like, okay, let's just bring it back to basics yeah, exactly, and it brought me back to to that, or he got me on a on a habit of this doctor, on a habit of just relying on that, and so far it's it's been good.
Speaker 1:I love that okay so let's get into reamur, because there are a lot of layers here. So you're a Q Arabica grader, yeah, which basically means you can professionally taste and grade coffee right.
Speaker 2:Yeah, so usually coffee is graded on a point scale and specialty coffee is from 60 points up to, like you have 94, 95. So as a Q Arabica grader, you are certified to be able to assess the quality of coffee. So you've been trained and you're certified to know how to assess the quality of coffee and put a point scale based on that. Wow, this point scale is important for the industry because farmers use it, roasters use it, consumers also use it so that they can know what type of quality or how good to to, let's say, medium to average quality.
Speaker 1:The coffee actually is amazing and like I really want to know and see. When you walked in here, my production team, I was like, okay, so, reem, is what you know, you're the country manager of seven fortunes and it was founded by your brother, kareem. And so they I was like do you guys know it? They're like who doesn't? I think we really need to get into this briefly. What got you into the coffee industry in general?
Speaker 2:okay, the coffee world good, corona, corona, corona did I think it's did all of our lives change? Yes, all of our lives, I believe, changed with corona, but that's when it happened. I'm a pharmacy graduate, so I've been very hard on in terms of pharmacy, working in the pharmaceutical industry. Then corona hit and I my brother had opened seven fortunes in in dubai and I was just like let's discover this roastery. I was supposed to be working from home more, more or less okay, so I decided rather than working from home, uh, because the the office that I was working in, the pharmaceutical company that was working and announced everyone to work from home okay so I was taking all my calls.
Speaker 2:Rather than having it from home, I decided to have it at the roastery right fortunes in dubai. So slowly, slowly, I'm just having my calls. I start seeing like a lot of activity happening around me, from like training staff, training baristas, to making coffee, and they're like their hands are super fast on the machines, tasting coffees etc. And I just I just slowly, slowly, was like guys like I'm, I was like a hard on starbucks frappuccino type of girl?
Speaker 1:yeah, all of us, but they can. Let's, let's just be honest for a second here. Truly, yeah, and and obviously this is a very politically sensitive topic now but yeah, we were all starbucks, frappuccino, girlies, exactly all, and any and any variation of this. With the sugar, you go anywhere. You just say the word frappuccino. What in the world were we thinking? Yes, you know, it was good though back then. It was good though back then. But like what were we thinking? Can you imagine? Like, give me a cup of sugar, garda, exactly, and whipped cream and whipped cream.
Speaker 2:And sauce and all of this sauce and all of this and we think we're drinking coffee, exactly. Wow. So I was. I was there and I'm requesting cappuccinos and, uh, the staff are more or less can we recommend, let's say, a flat white, or can we recommend the latte so you can try it? But slowly, bit by bit, I started getting into it. I started wanting to discover because for me I was like coffee tastes like coffee, and they're talking about these fruity notes, uh, citrus, raspberry, strawberry notes. I was like what are you guys talking about? I don't feel this, I don't feel this in the coffee. And they're like come join us. So immediately I started joining them, I started cupping.
Speaker 2:Cupping is a way of like assessing the flavor notes exactly in coffee. Started cupping, started discovering that actually there's a lot of flavors that's associated with coffee, based on where it's grown, how it's grown, what's the type of variety. I honestly love that and I started to get into it. And naturally, my brother had already moved to Egypt to open seven fortunes in Egypt, right. So I felt that there was a gap in terms of someone who's let's say, a family member who could care about the business. So I just just immediately said, okay, we're in Corona. I'm not that necessarily happy with pharmacy. This is growing on me and I'm loving it, so I'm going to quit. Let's do it.
Speaker 1:I can't believe you quit pharmacy, because this is like one of those like it's like saying I was a doctor and now I'm an artist. It's a very creative field.
Speaker 2:It is Right, it was very nice studying pharmacy, yeah, where?
Speaker 1:did you study pharmacy?
Speaker 2:In University of Manchester In England.
Speaker 1:I think this is one of the most surprising facts about you when I met you, honestly, when we got to know each other more, the fact that you told me you were a pharmacist, but in a weird way it kind, because I feel you have that like very corporate, very like business, entrepreneurial energy to you, but also there's such a creative flair. And I think the coffee industry maybe it requires a lot of creativity, but you can correct me if I'm wrong, yanni.
Speaker 2:The pharmaceutical industry is super, yanni. As you said, it's very formal. You're working in like huge corporations, which is super nice. You get to learn a lot how a business is supposed to be run. You see the different departments at the same time. You learn formality, you learn politics, all of these things. Yes, coffee is more of a chilled, a chilled vibe. It's a chilling. It's a chilling vibe. The community is very friendly. You're. You're able to excel also at a at a faster rate, comparison to when you're in a huge corporation. Yeah, so it's a big difference. But again, come on, everything I learned in in in pharmaceutical was super useful because formality is a given that you need when you're when you're 100% living life.
Speaker 1:I think it's something that a lot of entrepreneurs are missing, and when you miss that, you kind of like can never really learn it again. And it's something that a lot of entrepreneurs are missing, and when you miss that, you kind of like can never really learn it again and it's hard to pick it up again that professionalism which you have so much of. I really think. So you were the country manager in Dubai and then you moved to Cairo. When did this happen?
Speaker 2:Six to seven months ago.
Speaker 1:Six to seven months ago. Yeah, Major. How is it working with family? Because I know that Seven Fortunes it's a family business. You work with your brother. I think your mom as well. What's the experience of working with family?
Speaker 2:Okay, so good question Honest, honest experience. Experience of working with the family is super fun because, let's say, whatever relationship I had with my family, we got a lot closer after working with them Because you both have, or as a group you have, a shared goal and you start to feel like you're a powerful team. We're making this, we're doing this, we're reaching the goal together. Go together, yes. So that's a bond which you sort of have, which is grows the relationship in a much, much more.
Speaker 2:Let's say powerful way, yeah like if before my brother, I was like in uni or I was at work, I wasn't speaking to him every day right speaking every day, discussing this and this and this, so you're both communicating. You're sharing this bond as siblings, yeah, or even as a mother to daughter bond in a in a much more powerful way, and you feel like you can conquer the world, because we're, like going for a shared goal.
Speaker 1:Let's do this, I love that I think that's like such. It's like the fastest way to really bond with your family, probably to work together exactly. Ultimately, like, what else is gonna force you to daily like?
Speaker 2:yeah, talk you know yeah of course there's like stressful days where you don't agree with each other, or but the best thing to do, or the best thing I've learned, is just to set boundaries when we're at work. We're at work when we're at home. We're at home. We're having dinner. We don't talk about work.
Speaker 1:We try to avoid to talk about work really completely.
Speaker 2:It's very difficult to follow, I won't. I won't deny it's very difficult to follow. I won't deny it's very difficult to follow because you're just you. You can't hold yourself at dinner like I need to check this. This, let's do this, let's let's discuss this, it's only from excitement, you know what I mean, uh, or or passion for the, for the actual, like, yes, deliverables, but at the same time, once you do establish that boundary, it's, it's much more, it's a much more healthy relationship, because, I can imagine I'm off.
Speaker 1:So like you effectively, like you really place those boundaries and you try to follow them, like that's the best case scenario exactly, yeah okay, but uh, I think you guys are a great team. Like, we have to get uh kareem on the podcast, so we'll put that out there.
Speaker 2:Yeah, he needs to come.
Speaker 1:Okay, guys. So you moved to Cairo and, after being the country manager in Dubai for Seven Fortunes, you found this incredible concept that you had, but from what I understood, it was something else. And then it became Matter and I want you to take us through this. But essentially, right now you have Matter, which is a postmodern matcha concept, and it has one of the coolest matcha menus, if not definitely definitely the most creative I've seen in a while, and I'm like a matcha fanatic, like I will go to every city of Gaddafi and I will try matchas Like this is me in. Like London and anywhere, like I will try all the matchas. But you have a very, very curated menu, you have a certain vibe, the aesthetic is on point and you started at Golf Central Mall at Palm Hills. So can you tell me a bit about the process of founding Matter?
Speaker 2:Okay, it was a whirlwind. That's for starters. I mainly did Matter because I wanted to take something from A to Z. I wanted to have this ability to to take on a challenge where I'm building something up. Yes, from A to Z it started off. I understood, obviously from my experience that, like branding is key, branding is key and I started off with a really good company. Honestly, that did a killer branding for me. Definitely the biggest struggle, or how I pinpointed it, is that you need to research the market and find out what's the gap in the market. When I was researching the market, I had another intention or another goal of what was a gap in the market and that was with me. That intention or that goal was with me for a couple of like months and after a couple of months, I saw a shift in the market, or I discovered or I learned more about the market of Egypt and I killed that goal completely. You shifted.
Speaker 1:You took a risk, basically like as you always do, like you literally were like going in a certain direction. I remember what you told me when we were having coffee. You're like I saw that matcha is the thing now, it's the future, it's like what everyone's obsessed with. And come in there. There really aren't many good matcha options in Cairo.
Speaker 2:Let's be honest with ourselves as like as someone who is a proper client yeah, Um, so you saw that and you were like this is what I need to do. Yeah, I saw that matcha was up and coming as the new caffeine kick, for an example, or caffeine dose. Uh, that you, that our peak consumers are going for globally, yes, and especially in egypt, very much so, yes, uh. So I myself experienced it. I experienced the fact that, yes, the matcha is a nice caffeine alternative to coffee and it's nice and smooth. The effect that it has on you, as, after you, after you consume, it is nice and smooth in comparison to coffee. I don't deny that coffee has a good caffeine kick too.
Speaker 1:It's pretty strong.
Speaker 2:However, matcha is that new up-and-coming caffeine yes, caffeine kick. So that's why I shifted. I did this like immediate matcha. Matcha concept, goal exactly and concept, so we can bring it. And how can we bring it? How can we make it unique? How can we get the best quality and and make it accessible to the market?
Speaker 1:okay, tell me more. Basically, I want to know what makes matter different because, honestly, look, I love coffee, I love coffee, but now I'm like 31 and coffee is really giving me jitters, like I'm not kidding. This is really weird thing that happened to me when I turned 30. A lot of things I used to love, suddenly they're just not working anymore. I don't know what's wrong, but I think it's my body just changing, I see. So I tried matcha. I tried, I tried different things and I found that the matcha though the thing about matcha is okay, coffee can pass, okay, matcha cannot, no way.
Speaker 2:Exactly.
Speaker 1:This is it. So what makes matter, like, tell me a bit about, like, the quality of the matcha and all of this?
Speaker 2:So the quality of our matcha it's sourced directly from Japan. Because of my connections that I have with most of the farmers that I deal with when it comes to coffee, I've also managed to reach to Japan and be able to find those. So matcha is completely different than coffee. Coffee you're dealing with a farmer directly, for an example, or a couple of farms, and they source the coffee. But with matcha you have an organization that has a milling factory, for an example, that mills the matcha and they own a couple of farms that grow matcha.
Speaker 1:Oh, okay.
Speaker 2:It works in that sense. So it took me a while. I managed to find that good milling factory and those good farms that are delivering good quality matches, which we call ceremonial, ceremonial, ceremonial grade, exactly. Yes, I finished that, signed the deals, all the contracts, etc. Let's bring it, uh, let's ship it to to Egypt, yeah, but what makes matter unique is the fact that, yes, I'm trying to highlight matcha as the new caffeine alternative, but at the same time, if you notice, the slogan is called postmodern matcha.
Speaker 1:I love the slogan. I love the slogan and the branding. Thank you, it's so cool Guys, you have to check it. Bright green purple, really bold, Like you. Really went out of the box with this one To give it the macho vibe, but no, post-modern has a meaning.
Speaker 2:Tell me, um, we want to, or I prefer to, I, I would like to. When I, when I say post-modern is, I want to emphasize on the fact that I'm trying to target the the future. By post-modern is, we're going beyond what you usually have as an experience currently. Yes, by postmodern I'm incorporating a lot of different innovation Innovation is the right word A lot of innovative approaches so that you, as a consumer, can feel like you're actually getting a little bit extra than what you get as a modern day Right. So by innovation, I mean mobile application. I mean, can we cut that out, because mobile is not yet out?
Speaker 1:Okay, we can cut that out.
Speaker 2:Yeah, by innovation I mean high-end machines. These high-end machines more or less take away from the staff's effort and automizes the process of actually having your, your matcha or your or your cup of coffee, which allows the staff to communicate with you as a consumer and educate you.
Speaker 1:yes, which I believe is something as a gap in the market I think it's so important, like I think, if the staff can help me find my order, come in. Your menu is very creative. You have, like I don't know, you have the dirty matcha yeah, which is interesting within espresso shot. So that's like a matcha coffee. Not a lot of people know that it's a really good one and you have like the pure matcha, which is called. I love the name of it little matcha on the menu and you have flavors, come in.
Speaker 1:Yes, exactly, so you introduce to to all.
Speaker 2:I always believe, when it comes to consumer, it's always good so that you can customize the best. Whatever coffee, matcha, etc. Is the one you enjoy the most.
Speaker 2:So when it's not about everyone has an acquired taste. It's not about what's the highest quality that's going to get you to purchase. It's what you, as newer, what you enjoy. So, when you can customize as much as you want, that's that's. That's a perfect. So I brought this hot. I bought this menu. It's specialized, it's not yet customizable, but it's specialized for you as nor you can discover that how the different mixes match with matcha pistachio match matches really good with matcha. Strawberry matches really good, matcha. Many flavors, flavors could go ahead with matcha and if you're the type of person that likes your matcha, as is, we have it done the ceremonial way with water.
Speaker 1:Yes, and you can enjoy it With just water. I love that. Okay, so what's your order?
Speaker 2:My order in matter. Yes, I always get the dirty matcha.
Speaker 1:No way, it's the best of both worlds.
Speaker 2:Yes, oh my God, coffee and matcha, coffee and matcha. And the coffee balances out the matcha.
Speaker 1:So the dirty matcha, okay Interesting, I'm gonna. I'm gonna get it next time. I always now get the little.
Speaker 2:The coconut matcha.
Speaker 1:Just the coconut as well. I love the coconut one. I um. And what's your coffee order?
Speaker 2:just in general, my coffee order depends on the season. Okay, winter, now we're in winter. Yeah, flat white, really, yes, I love. That's why I always emphasize the best coffee is the one you enjoy the most interesting. I enjoy a flat white, okay, even though I have all these like titles which would emphasize that I should enjoy a filter coffee. Yeah, I do enjoy an espresso every now and then, but I enjoy a filter coffee.
Speaker 2:Yeah, I do enjoy an espresso every now and then, but I enjoy a flat white. I like my milk frothed well, and I like the balance between an espresso and a milk.
Speaker 1:I love that, okay cool. Yeah, that's actually interesting. I would have thought you said like a I don't know espresso americano or something like that. So what's the biggest challenge you faced in Cairo, coming from Dubai because this is really like an interesting turn of events dream um and also really, really um again a very, very entrepreneurial move in building the matter container that's now at Golf Central, because right now it's sort of like more part of the trucks area, which is actually a very cool area. Um, what's the biggest challenge you faced?
Speaker 2:honestly, I faced uh, the biggest challenge was managing staff. That was one of the the biggest challenges. Of course, I come from a background where I've managed stuff for quite a few years, yeah, but, let's say, the caliber or the type of staff that you're dealing with in Egypt is completely different, because Dubai you have a lot of expats, yes, so they're there to on a target, to to achieve something, versus here you're more or less dealing with Egyptians who are born and raised in Egypt.
Speaker 2:So managing staff was one of the difficult things. Not necessarily, as in, managing staff here is extremely difficult or we have a problem in Egypt. It's not that. It's about being able to adjust myself right to the the staff that I'm dealing with and learning how the best way, best, let's say, approach, is with them, from, from many. So I have marketing who are, let's say, fresh grads, yes, who might not have been exposed or might not have studied abroad for an example.
Speaker 2:So they're very into the culture of Egypt. So you have to more or less know how to approach them in the right way. Or to even other staff which are, let's say, currently in uni dealing with you on a freelance basis, how to approach them in the appropriate way so that you give them flexibility and, at the same time, encourage them to deliver. This is the challenge. Two, also dealing with baristas and staff here, for an example, how to approach them, how to continuously motivate them, how to make a program for them so that they can always feel like they're growing. Yes, I think it's interesting.
Speaker 1:You actually made a really good point where, like in dubai, it's different foreigners versus dealing with people here in egypt. Exactly, and come in what has been the biggest challenge moving from dubai and working in dubai to working in cairo, because it's two different cities, like guys, let's be real completely different landscapes definitely completely different cities, like, let's say, in dub, in the roastery we had like 10 employees on tops versus here I need 10 employees for like a five into 2.5 meter, you know what I mean.
Speaker 2:So the effectiveness or the speed, more or less, let's say, the ability to achieve the KPIs in Dubai is much easier than Egypt, right? What I suffered the most is language barrier. Yes, I'm not that good with my Arabic. Let's say, I need to improve my Arabic. So this language barrier caused a gap between me and the staff Right In terms of understanding, so we had a lot of miscommunications at the beginning. I'm pretty good with my arabic now. I've learned a lot and they're pretty good with their english in six months, yeah it's been a swap.
Speaker 2:They've taught me and I've taught them.
Speaker 1:I love that. I think this is a really good point and it's something I want to talk about because, since you're a gulfie kid, just like me, we grew up not in cairo, uh, but you also grew up in you know, you lived a bit in Switzerland, you lived in Dubai, I lived in Jeddah. Um, so what is, for you, like the biggest pro and con of having kind of like grew up, grown up outside your country and then bringing something different to it? I think language taban language is the biggest one like language for me to this day, arabic is good 100% it's also the exposure in Dubai.
Speaker 2:We've seen Dubai grow at such a fast pace, where innovation was the forefront. You got to see a lot of changes. You got to see a lot of innovations. You got to see a lot of technology which you learn or you're exposed to. However, bringing that back into egypt, where you don't have a lot of exposure or not everyone is exposed if they don't travel abroad is the most difficult part.
Speaker 2:It's applying exactly executing and applying it yeah, is is is the hardest part, because you're trying to bring in something that's futuristic or something that's innovative, but you also need to educate not only the staff. You need to educate the consumer most importantly. So I'm bringing matcha forward, but you have a lot of consumers that don't enjoy matcha. But a lot of customers have come to me and they say you know, I've heard've heard about this place, but I don't like matcha. And I'm just like I'm taking this challenge, I'm converting you, but tell me and I can easily do it in the sense where I start to ask them what do you enjoy? Do you enjoy pistachio? Do you enjoy strawberry? How do you usually like to drink your beverage, for example?
Speaker 1:And I start to direct them into what is a good choice for them, and then they start to they enjoy the matcha. So it's a challenge indeed, like, let me tell you, like, for example, with you, with matcha, it's, it's definitely a challenge. Like, and, and I think that there are certain consumer where, for them, this is like the dream to find that perfect matcha place. That's aesthetic and like you know it really. Um, it hits all the ticks, all the boxes, like I can take an instagram photo. I can have a good matcha. No, no, no, no. Um, okay, so what's your dream like customer, at matter, like your ideal one?
Speaker 2:my ideal customer, honestly, are the gen z's? Yeah, that uhs that like excess. How do I explain it? Are the Gen Zs that want convenience? Yes, those are my target audience. I want to be able to have quality and speed at matter so I can deliver a good quality product at a fast rate and grow quickly. Yeah, so I'm looking for the new generation Gen Zs that like technology, that want accessibility and want convenience.
Speaker 2:When I do find that target audience, for an example that allows me to grow at a higher rate, I can open a lot of branches faster because I have innovation at the forefront and I can easily take this business model and and multiply it and I have the consumer for it that want this, this, this what I mean by. By convenience. I mean let's use technology. Why do we have to? We can have this interaction between consumer to staff, but let's keep the interaction between consumer to staff on an educational level, where I educate you on what you're drinking rather than take your order. Do you want oat milk? Do you want it with coconut milk, et cetera.
Speaker 2:You can have that aside in a more innovative approach where you can customize as you want and pick if you want coconut milk and you know what you, what your order is, and we save you that 10 minutes of you trying to make an order and we educate you instead.
Speaker 1:You know what I mean, so I love that and I think you're doing a great job with that like. And last, when I went to a matter without you come in, okay, so like, the staff was like suggesting new things, everything like that, and I think it's a really cool. Uh, it's a really cool thing, okay. So what's been the reception so far?
Speaker 2:exciting yeah, honestly, yeah. So I feel like tiktok is the is the is the winner here because a lot of people came uh based on tiktok uh.
Speaker 1:We posted a few videos and we found out and pilates, let's be, yeah, the pilates community and the TikTok community exactly the whole Pilates community is our matter and new geezers all our matter.
Speaker 2:For an example.
Speaker 1:Exactly that's amazing. So what sucks for you Now that you're the founder of Matter?
Speaker 2:What's next for me? I'm in between whether opening a branch in Dubai or in Egypt. I have to take this decision. Okay, because obviously there's an investment or financial commitments. So I need to actually pin it down and make a decision. Does Reem want to open a branch in Egypt or Dubai? That's a big one Most likely it's going to be Egypt.
Speaker 1:Most likely.
Speaker 2:Egypt. Yeah, yeah, nice. I see a lot of potential in this market. It's a good, growing market. People are very flexible to learn and discover new, new, new items and drinks, which is a very positive experience. So far. I've been open only for a month and I'm getting a lot of good feedback from consumers and also constructive feedback. Yeah, so people are coming to learn. Even though it's to, to try, even though it's it's in golf central and it's not yet like a full-on branch, people are coming all the way to walk and and and give this match a try. So I like this, this how do I explain it? Like the ability that people want to actually come and explore something.
Speaker 1:There's a lot of curiosity for sure. Okay, so now I want to get into. You are a founder of a brand. Now You're very busy. You moved to a new city. What is your evening routine Like? How do you stay grounded at the end of the day after all the things you have to do?
Speaker 2:Honestly, the best way for me to stay grounded in an evening is to see friends Really.
Speaker 1:Yes.
Speaker 2:No way I end up Socializing, socializing, because I end up I don't know anymore what the difference between the weekend and the weekday is. Fair Weekends come and Come and go. Exactly Previously, let's say five years ago, weekends were like yes, it's Thursday. I'm looking forward to this. So whenever I I never have the chance to sit with friends I never have the time usually to, to, to commit, to be zen. So I feel like I want to prioritize that with friends most of the time. When you're, I like to socialize, I like to, to, to be or connect, connect with, with, with, with friends. So I do enjoy in the evening to sit with friends, have that nice deep conversation.
Speaker 1:Amazing.
Speaker 2:And that's it.
Speaker 1:I love that. Okay, so we have a tradition on this podcast. My last question is since it's called Curated by Nour, I want a Curated by Reem. So I want you to share with us, like life hacks, food.
Speaker 2:Okay, life hacks Definitely take the risk. If you ever are at a situation where you feel like you want to do something or create something, whether it's a hobby, a new hobby, whether it's a new, definitely I always encourage take the jump. A lot of people have different advices, comparison to me, but I like, encourage, take the jump. A lot of people have different advices, comparison to me, but I I like to take the jump and I believe in taking the jump, like jump and things will, will get into place and and and inshallah, it will be a very successful hobby, or or, or business, or, or whichever. So that's one definitely. Traveling and traveling to unique places, like I traveled to Peru once, which was a very different experience.
Speaker 2:It was like a really long flight, but I really discovered a lot of stuff. You discover a lot from cuisine. It was cuisine which I had never tasted before, even though I lived in Dubai and you're exposed, but I had tasted this cuisine before, I didn't know it was Peruvian. So I get to understand this Peruvian cuisine. You get to see different cultures and it's a nice, uh how to say break. Yeah, because you start to appreciate life. You start to discover different ways, how people are living, which is completely different than what, than what we've been surrounded by or what, whatever we are used to. Uh, traveling, uh, keep in touch with friends.
Speaker 1:Super important, that's a good one. Like that's, I feel, something that people forget a lot.
Speaker 2:Like you have to put in the effort exactly yeah, friendships can really lose out or it can really die out in the middle keep in touch exactly any product, anything specific other than matcha coz, we know, and coffee. That are life hacks, obviously so life hacks is lip gloss or lipstick okay, so which gloss do you use? Actually I love your lipstick today what is it? I don't even know the outside of like a, and I'm the type which match. I have no idea.
Speaker 1:It's in my purse, okay so gloss and lipstick, what do you always have in your purse? Where's your purse, guys? Can you get it for me? What do you have in your purse?
Speaker 2:I have sales of the shop. I have a headband.
Speaker 1:It's crunchy change.
Speaker 2:Love it literally and lipstick okay, that's all I like, very simple. And medication, so health, okay, that's perfect, amazing.
Speaker 1:We got. That's a wrap for the matcha queen. You're good. Thank you so much. Yeah, thank you, I loved it.