Today we’d like to introduce you to Salem Najjar. 

Salem, we appreciate you taking the time to share your story with us today. Where does your story begin?
Growing up in an entrepreneurial household, I developed business management skills at a young age. I was always fascinated by numbers, however, so I pursued a career in accounting. After becoming a CPA and working with the Big Four, I transitioned my focus back to entrepreneurship by opening an Accounting Practice that specialized in services for QSR franchisees. While in my financial services business, I began the due diligence for opening my own group of franchise restaurants. When I came across Tropical Smoothie Cafe, I was sold on the product, the vision, and the culture; I couldn’t resist the investment. I opened my first location in 2016 and today I have 21 locations across 3 states. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
Life isn’t always a smooth road so I never expect business ownership to be either. We have had to overcome daily obstacles as everyone does. One of our biggest obstacles was when Covid hit in 2020. We had to learn how to adapt and change to the new standards of running a restaurant. During Covid and any obstacles we had encountered, we learned to obsess over what we can control, rather than dwell over what we cannot control. 

Thanks – so what else should our readers know about SERVE Hospitality Group?
My company SERVE Hospitality Group currently has 21 Tropical Smoothies Cafes, 10 of which are in Michigan. Between our Illinois and Wisconsin territories, we have about 10 more cafes in the pipeline for this year! Aside from Tropical Smoothie Cafe, we have opened our first Mici Italian in Troy MI, and have ambitions to open many more in the Midwest… 

We are excited for all the growth that is to come not only this year but for all the years to come! 

I pride myself in being the “visionary” of the company, I find new ways to innovate, grow and increase productivity within our four walls. 

I’m extremely proud of the team we have here at SERVE Hospitality Group and all the hard work and dedication our team puts in on a daily basis. We all are aligned in the same goal and vision and work together daily to achieve those goals. 

I believe sustainable growth is only achieved by building a solid and happy team aligned with our core values which are a critical part of our success. 

What sort of changes are you expecting over the next 5-10 years?
We have about 10 more Tropical Smoothie Cafes in the pipeline for this year and many more to come in the future! For Mici Italian we the rights to open as many as we’d like as we partner with our Franchisor to build the brand! We are always exploring new concepts and ideas that fit our values. We are truly excited to see what the next 5 to 10 years will look like for SERVE Hospitality Group.