Mapping the Maze: An Interview with Luma Makhlouf, Co-Founder of Maiz

From starting out in the city of Dubai as a simple food truck back in 2018 to becoming a local favorite destination in the Jumeirah Lake Towers neighborhood, award-winning Mexican joint Maiz has now expanded its footprint with a new branch in the luxurious Dubai Hills community. 

We sat down with entrepreneur and chef Luma Makhlouf, co-founder of HL Food DMCC, which she operates with her husband. Luma talks about the incredible journey of Maiz, a Mexican soul food brand under the expanding HL Food DMCC portfolio. Discover her extraordinary dedication to creating great food and her experience using Sapaad from day one.

Sapaad: Could you share with us a bit about what you do and the early days of Maiz to where it is now?

Luma: We first started as a food truck with Maiz—it used to be called Maiz Tacos. We go between calling it both things. I come from the tech and startup world, but my real passion lies in food, and I really wanted to work in food desperately. I went to culinary school, and while I was working full-time, I was able to kind of make my dream come true.

It’s been very hard. We started as a food truck and then we did pop-ups, and catering. We did our first pop-up, a long-term restaurant, which ran for about eight months. That was enough for my husband and me to open up our first brick and mortar.

Sapaad: What was it like opening your first brick-and-mortar location?

Luma: We found a pretty rundown shop in JLT on the lake level and we made it our own. I was pregnant at the time. I was painting the walls and decorating it, putting the tiles together and finalizing the menu. We had to now make a full menu because we were now a restaurant. I was able to open it the day before I delivered my first child. Crazy!

Sapaad: Maiz was established back in 2018. What was the vision behind it?

Luma: I grew up in the States, and Mexican food there is like shawarma here (in Dubai), it’s very common. My cousins are actually Mexicans, so I spent a lot of time in that community. 

About seven, eight years ago, when everyone was making truffle this and truffle that, where it was about making street food fancy, I was like, let’s just go back to the basics. Our tagline, “Make tacos great again”, is where it all started. Making amazing Mexican food primarily started with tacos, all made from scratch. The tortillas are fresh, with no preservatives, no hormones, no cans.

Sapaad: What do you think sets Maiz apart from others in the area?

Luma: It’s the quality of our food. I think that because we really prioritize the ingredients above everything else, that’s what has created this very high customer retention and word-of-mouth.

It’s always staying true to why we started this, and that’s to make really wholesome, amazing food in a very family-like environment with great staff and great values, and staying true to being a family business. That’s awesome.

Sapaad: Tell us about how you got started with Sapaad.

Luma: I come from a CRM and data background, and I was a waitress since I was 15, so I know that you need a POS. There’s no way around it. I know that the best thing to do is to use a SaaS solution, so that if it doesn’t work out, it’s all good. I can just close up my account and not buy a big POS system, which is unnecessary when you’re only a food truck.

It’s been very simple. I know for the front-of-house staff, it’s super easy to use. It’s always online. I can use it and see it from anywhere in the world.

Sapaad: How has Sapaad helped your business, and what challenges has it helped you overcome?

Luma: Definitely inventory control. Being able to order and have that stock show up right away on the system. All the stock transfers and everything that’s happening are all in one place. That’s a massive game-changer. I can imagine for my team how it changed when we started ordering through Sapaad.

Imagine if we didn’t have that option now, and we had four or five locations. That is crazy. I don’t think we would have been able to do that. It’s probably allowed us to scale quite simply because of these solutions.

Sapaad: Would you recommend Sapaad to fellow restaurant owners? 

Luma: Yeah, definitely. I’ve recommended it to so many people. People also know that there are more traditional solutions out there, but I think it’s a no-brainer for those who want to get started tomorrow. 

We’ve been using Sapaad since day one. It’s pretty straightforward. It’s a simple plug-and-play solution that you can set up within minutes. So why wouldn’t you use it to start your business? 

Sapaad: Do you have any advice or tips for aspiring restaurateurs who are looking to start their own restaurant, especially in terms of integrating technology into their operations?

Luma: Be prepared. It is a very competitive industry, and you need to know why you are doing this. What is it about F&B that makes you want to get into it so badly? 

It is the most rewarding job for me, but it is very challenging. Really do your research and love your product deeply. In terms of incorporating technology, just start from day one, get it out of the way. Rip that band-aid off and get comfortable with the technology, so that it can help you scale better.

From a simple food truck to becoming one of Dubai’s favorite dining spots, Luma Makhlouf’s journey with Maiz showcases true entrepreneurial spirit and innovation. Adapting and growing, especially during challenging times, highlights the importance of resilience and forward-thinking. Running a restaurant business is like navigating through a complex maze. It’s a journey that warrants thinking on your feet, rolling with the punches, and going the extra mile to find the path to growth and success.

With the right technology and a strong dose of passion, dedication, and relentless hard work, Luma has optimized her business operations. This efficiency enables her to devote more time to her true passion: creating high-quality dishes that evoke the familiar warmth and comfort of the food she grew up with. ■

Photos courtesy of Maiz