CFIB sat down with Amine to learn more about how he started his business, his plans to expand, and why he feels in his element as a business owner.
When Amine Laabi’s business partner suggested they open a fast-food restaurant, he was surprisingly enthusiastic about the idea. The trained chef would likely have brushed the idea off if not for the economic situation following the pandemic. And so, on June 4, 2023, Amine and his childhood friend, Karim Mahmoud, opened Loumi, a fast-food restaurant with a unique concept: celebrating halloumi cheese in all its forms.
Halloumi is a Mediterranean delicacy that is loved by many. Not only can it be enjoyed cold, but it also maintains its shape and texture when grilled. At Loumi, every dish is a creative showcase for the rich and versatile semi-hard cheese. The concept is what initially attracted Amine to Karim’s idea: creating delicious, quality fast food inspired by Mediterranean and Middle Eastern cuisines and highlighting the iconic cheese.
What is the most important aspect of your life as a business owner?
We face many challenges, but it’s also what drives us. As a chef, I had experience juggling kitchen duties and administrative responsibilities. This may be my first venture as a restaurant owner, but I’m in my element. When an operational issue comes up, I tap into my experience to solve it quickly.
As far as profitability goes, we knew what we were getting into. It’s not easy, but that’s par for the course. We’re already working on a second location, which will be opening this summer in the Jean-Talon Market.
What makes your business unique in your area?
Our first location is in Montréal’s Mile End neighbourhood, which is known for its food scene. People come from all over in droves, especially during the summer, to discover new restaurants and fast-food joints. Over the past year, we’ve managed to establish our identity and build a loyal client base. Our regulars are our biggest fans!
In the restaurant business, the time of day and season are always important factors, but we’ve been able to maintain the quality of the food we serve, even when we’re very busy. Also, 80% of our dishes are vegetarian, which is a plus when so many people in the area don’t eat meat.
Because we’re located near so many office buildings, our restaurant is a great option for the lunch crowd. Office workers choose Loumi because they know they can get a great meal made with fresh ingredients. We also offer a student discount to two schools in our area.
How many employees do you have?
We currently have about 5 part-time employees and a few full-time staff but are planning to grow our team to over 10 people as of next week.
Our second location, which we’ll be opening in the Jean-Talon Market, will be an added challenge from a management perspective, especially considering that we’re building it from the ground up in a parking lot!
How do you build a connection with your customers?
We’re always eager to hear from our customers. We listen to their feedback and make the necessary changes to ensure that we’re providing the best possible service. We also offer special discounts for local customers. For example, we offer a special for Ubisoft employees as well as a special that includes a drink for $9.99 for the students from two schools in the neighbourhood.
Have your goals changed at all after your first year in business?
It all started with a vision, and we’ve tried to keep our concept intact because we’re the only ones doing it. Marketing is a big focus for us. Our concept has been so successful. We wouldn’t want to disappoint our customers by changing it. Our main goal has always been to grow our brand and open a network of franchises. As for our competition, few can rival Loumi’s unique and authentic appeal. It’s all in the details. We leave nothing to chance.
What advice would you give an aspiring entrepreneur?
Trust yourself and chase your dreams. Becoming a business owner has changed my life. I would never have gained so many valuable skills if I were working for someone else and my work is so much more meaningful to me now. The key is putting your customers first because they’re the ones who are eating your food. Being open to their feedback helps avoid any unnecessary efforts and increase efficiencies. If you’ve taken the time to fully assess a project, you can trust your intuition to lead you to success. And when you find a winning formula, you need to stick to it.
Learn more about Amine's small business
Visit loumi.ca for more information.