Photos by Cherrie Hanson

It’s a family affair at Wisconsin’s first MOTW location at 2859 W. Rawson Ave. in Franklin. Nour Assad (left) and Baha Assad (not shown) are managers and her uncle, Seif Assad, (right) co-owns the franchise with brothers, Ayoub and Sameer Assad (not shown).

In a city known for its bar culture, could the expansion of Muslim-themed coffee shops in Milwaukee shift social tendencies, especially in the evening?  Could this style of business become a positive option for teetotalers or imbibers who want the choice of a sober atmosphere?

Not only does Milwaukee have a densely saturated bar scene: 36.7 bars/100k, and a large brewery and wine-bar presence; nearly one in four adults in the city report excessive drinking—Milwaukee ranks #1 in the United States. 

Environments not under the influence like MOTW (Muslims of the World) Coffee & Pastries in Franklin, WI could be a welcomed counterbalance and organic access to each others’ stories, culture and faith-based lifestyle…over a cup of coffee.

MOTW in Franklin has a designated prayer room music-free and spacious enough to accommodate multiple people at once.

Turning followers into franchises

The original goal of MOTW’s Instagram page was to “counter anti-Muslim sentiments and illuminate the lives of Muslim individuals through their own stories.” The initiative by Sajjad Shah, launched a global phenomenon. On the MOTW website, I discovered their mission and vision:

@muslimsoftheworld didn’t just attract followers; it created a community that transcends faith and geographic boundaries, now encompassing over 700,000 people worldwide. This community’s strength translated into tangible action, raising millions for humanitarian causes – from cataract surgeries to essential medical care, providing shelter and hope in places like Yemen and Ethiopia.

While the digital realm offered a broad canvas, Sajjad Shah and his wife envisioned something more tangible. They dreamt of a space where the ethos and spirit of MOTW could thrive physically. Thus, the MOTW Coffee Shop was born – a place where stories, culture, and philanthropy converge over a cup of coffee. It’s not just a coffee shop; it’s the embodiment of years of digital community-building, now available as a warm, welcoming space for all.

After a game of pickleball, mother and son stop by MOTW to chill and refresh.

Bringing MOTW to Franklin

Wisconsin Muslim Journal ventured to the first MOTW Coffee & Pastries in the state, to meet the owners of the newest addition to the growing stable of Muslim-themed coffee houses.  

Three brothers, Ayoub, Sameer and Seif Assad, own the franchise and their children, cousins Baha and Nour Assad are managers.

The Assads have successful business roots and saw an opportunity to get in on the booming trend by expanding into Wisconsin. The MOTW Instagram page idea manifested into seven cafes in the U.S. within four years, with the Wisconsin location being the seventh.

Enjoying family time at MOTW with (from left to right) Mujahid Assad, Besan Amro, Tasneem Amro and her daughter, Reem Assad. 

I asked the managers to describe the demographics of their clientele and thoughts on the flourish of coffee shops. Nour shared, “We decided to open up in Franklin because there’s a huge amount of Muslims in this area. We are open Sunday thru Thursday from 7 a.m. until 11 p.m. with Friday and Saturday until 1 p.m.

“Also, MOTW is Pakistani owned and I feel like there’s no coffee shop that designates to Pakistanis. I’m Palestinian and there’s also a large population here. It’s just the perfect area in between neighborhoods where people stop by for a coffee or treat.

Baha noticed the diversity of patrons, stating, “I am seeing all ages, a very wide diversity from young, to middle, to old.”

Each cafe has its own style with a common themed decor. Unique to the MOTW franchise, a separate prayer room is required. Their serene, spacious room has multiple prayer rugs and natural light from large windows. 

The architecture is bright and elegant. A classic Middle Eastern style couch runs nearly the entire length of the shop, with a Moroccan tea table and lots of seating in between. Plush chairs surround a small gas fireplace and counters with cushy upholstered stools overlook the landscape.

Healthy Competition

Will more be merrier as these coffee shops grow across Greater Milwaukee? Nour laughed, “It’s really not a competition, each coffee shop has their own thing.  We learned operations from other shops in the area, took notes of how to operate and learned from people’s mistakes as well. Each coffee shop has a signature drink – people here like our strawberry matcha – and the empanadas are so good! We have Argentinian chicken, beef, spinach with feta and samosa with potato and veggies.”

Baha chimed in, “It’s also more about the vibe.  When I go to a coffee shop the drinks are important, how they taste, but it’s about the environment. Each shop has their own theme and setting.” MOTW also has a large outdoor patio with tables and chairs.

Friends meet up for relaxation and lots of laughter.

The positive effects on families

Community member Isabelle Sahroui was born in Palestine and has lived in Muslim majority countries her whole life.  She raised her four children overseas until they went to high school in South Milwaukee. We talked about what the influx of these third spaces are for, not only her children, but for society as a whole.

“It’s revolutionary really, there weren’t many places for people who don’t consume alcohol – who want an atmosphere where you can meet different people, but not necessarily people that are drinking. 

“This has been a welcome addition to the social atmosphere of Milwaukee. It brings attention to the Muslim community here. Not only the Arab community, but to other communities, because a lot of them are tea or coffee culture people. 

“It’s also great for young people to be able to get away from their phones, social media and have a nice conversation – and that’s what this gives. It’s everything that comes with the coffee culture, which was really lacking for us in America. 

“I hope that people aren’t going to grab a coffee and go. You need to sit, enjoy your coffee and talk.”

The bakery case inventory of muffins, cakes, croissants and Mediterranean and Middle Eastern pastries like baklava, knafeh, and maamoul is made fresh daily.

One Cup at a Time

I inquired about the MOTW tagline Bringing People Together One Cup at a Time. Nour explained what it means to her personally. “It’s about friendship. People connect over a cup of coffee, catch up on life.  Some places close earlier than others so we try to stay as late as possible and cater to each customer. 

“I’ve noticed that people ask what M-O-T-W means and that’s so cool. With our pastries, people ask us, ‘where is this from?  What kind of dessert is this?’ And you explain what baklava or the honeycomb is. They are learning a lot from us, and we’re learning a lot from them.”

MOTW located at 2850 W. Rawson Ave. in Franklin