We caught up with restaurant whizz Saleh Alayan to discover the secret of his success.

From humble beginnings, in his own Doha kitchen, Saleh, owner of Sugar & Spice Qatar, among others, has expanded his business across the country and internationally at the same time as taking his personal Instagram brand, @saloo7_ss, to great heights with more than 100,000 followers checking in to see his stories, which cover everything from lifestyle and fashion to home and family. A dedicated foodie with a multicultural palate, Saleh has spent the past decade building a successful business and presence that allows him to incorporate all his passions. Here he shares with us how it started, how it’s going and what makes him tick.

Sugar & Spice is well-known on the Qatar café landscape and has won multiple awards. How did you originally come up with the idea and why do you believe it has been so successful?
Ten years ago, I was searching for a nice carrot cake here in Qatar, but I couldn’t find one that was delectable for me. Using the baking skills that I inherited from my mother, I created my signature recipe of carrot cake and came up with the idea to share it with everyone who has a sweet tooth, and that’s when Sugar & Spice was born. It has been successful as our customers feel at home with the food we serve, for them it is their comfort food. (Sugar & Spice now has three branches around Doha.)

You opened The Coffee Room in Beirut in 2019 and Apple Butter in London’s Covent Garden, in 2020. Each of your venues brings quirky interiors and interesting menus – how do you go about planning both your décor and food offerings?
We, as a team, work on the concept. Everything starts from a storyline and the interiors are based on it, too. From our menu down to how we present our staff with their uniforms, all are well-coordinated and in sync with our own story.

Your restaurant Nisrine, in Qatar, is an homage to the glory days of your Lebanese homeland. Please share some of your own memories with us and explain how Lebanon influences your current career path.
For me, Lebanon is an inspiration itself. From high ceilings to beautiful floorings, breathtaking arches, surrounded by blossoming flowers, everything incites me. As I walk the streets of Lebanon, I feel the warmth of a story, this is Lebanon’s unique architecture.

Aside from your undoubted success as a restaurateur, you are also a well-known social media personality with a substantial following on Instagram. How long have you been active in this sphere and how did you get started?
I started eight years ago as I wanted to show people the background of hard work. I wanted them to manifest the A to Z of how I got here. People got interested as they saw the inside out through-and-through of my day-to-day life, from fashion to interiors, being a foodie and restaurateur. Social media intrigues and fascinates me, so I find it very engaging.

Is there a secret about yourself you can share with our readers – an unknown talent or ambition, maybe?
I compete with myself. My ambition changes everyday as I get bored doing repetitive things. Out-of-the-box, that’s my ignition! ✤

GO: CALL SUGAR & SPICE 4411 4456
(LAGOONA) NISRINE MSHERIB 3349 0934 OR
VISIT @SALEH @NISRINERESTAURANT.QA / @SUGARANDSPICE9
FOR MORE INFORMATION.