Masra Coffee: A Bold Journey Blending Tradition and Innovation in Specialty Coffee
In a landscape where specialty coffee is thriving, Masra Coffee emerges as a brand that blends cultural heritage with innovation. Founded by husband and wife Khalid Dweik (Palestinian American) and Tasnim AlGergawi (Emirati Palestinian), Masra Coffee is more than just a coffee brand—it’s a journey inspired by tradition, a deep-rooted passion for coffee, and a vision to create something truly unique.
The UAE’s bustling coffee scene is no stranger to specialty offerings, but Masra Coffee stands out by infusing Palestinian flavors with high-quality beans, creating an experience that resonates with coffee lovers seeking something extraordinary.
In this exclusive interview, Khalid Dweik, the CEO and founder of Masra Coffee, shares his inspiring journey—from his early days of experimenting with coffee to launching a brand that merges Arab flavors with specialty brews. He also opens up about the challenges of balancing entrepreneurship with parenthood, his vision for the future, and what makes Masra Coffee a brand to watch in the evolving coffee industry.
How did your journey into specialty coffee begin, and what inspired you to launch Masra Coffee?
My love for specialty coffee started in 2018 when I became obsessed with the craft—from pulling the perfect espresso shot to precisely timing my beans during roasting. But it wasn’t until I got married in 2022 that my wife encouraged me to turn my passion into a business. She asked, “What’s the worst that can happen?” That simple question changed everything.
Masra is deeply personal to me. The name originates from “Israa,” symbolizing the Prophet Mohamed’s (PBUH) night journey from Mecca to Jerusalem. It not only holds a sacred connection to Palestine but also represents the bright journey Masra Coffee is on—to bring exceptional coffee to people while staying true to our cultural roots.
In a saturated coffee market, what makes Masra Coffee unique?
The UAE is filled with incredible specialty coffee shops, but Masra brings something different. We merge the essence of high-quality specialty coffee with unique, house-made syrups inspired by traditional Arab flavors. Our syrups—such as Za’atar, Sage (Merimeyah), Cardamom, and Mint—offer a new experience to coffee lovers. They don’t overpower the coffee but instead complement the flavors in a way that surprises and delights.
We also take pride in roasting our beans in-house, ensuring every batch meets our meticulous quality standards. But beyond the coffee itself, Masra represents an identity—a brand deeply connected to its roots yet constantly innovating. We want to create an experience that makes customers feel entertained, curious, and excited for their next cup.
Can you share some of your most unique coffee flavors and their inspirations?
Our Za’atar latte is our biggest hit! It catches people off guard at first, but once they try it, they’re hooked. The Merimeyah (Sage) and Cardamom Honey Cinnamon flavors also have a strong following. Even black coffee purists have been surprised by how well flavors like Mint and Za’atar complement their brews.
How do you source your coffee beans, and what makes your selection process special?
Right now, we source our green beans through local distributors that work with ethically certified farms. But in the future, we aim to establish direct relationships with coffee farmers to ensure the highest quality and ethical sourcing practices. Sustainability and ethical farming are at the core of our long-term vision.
What were the biggest challenges in launching Masra Coffee?
Juggling a full-time job, starting a business, and raising a newborn has been one of the most challenging yet rewarding experiences. We launched Masra while learning how to be first-time parents—talk about timing! Managing orders, roasting beans, and building our brand, all while caring for a five-month-old, has been exhausting but fulfilling.
How did you navigate the UAE’s business landscape?
As an Emirati Palestinian, I’ve always known about the UAE’s incredible support for entrepreneurs,” says Tasnim AlGergawi. “From business resources to government initiatives, the opportunities are endless. We did our research, sought advice from friends who launched businesses, and ultimately took a leap of faith. There’s never a ‘perfect’ time to start—you just have to go for it.
What key lessons have you learned since launching Masra?
Exposure, branding, and social media are crucial. Pop-ups have been game-changers for us, allowing us to engage with customers, introduce them to Palestinian and Arab flavors, and stand out in the specialty coffee market. Social media also plays a major role. Thanks to Tasnim’s communications background, she’s made sure Masra’s online presence is relatable, fun, and engaging. We don’t just post “order now” content—we build a community of coffee lovers.
What are your expansion plans? Are new locations or collaborations in the works?
Right now, we’re focused on establishing ourselves and growing our community. Eventually, we’d love to open a physical coffee shop—a space that feels like a second home. Expansion to different locations and international markets is also on our radar. I grew up in Dallas, and my friends there are already begging me to bring Masra to the U.S.! We’ll take it one step at a time and expand when the time feels right.
What’s your long-term vision for Masra Coffee?
We want Masra to be people’s go-to coffee—something they crave, whether hot or iced. We’re also committed to expanding our syrup lineup, experimenting with new flavors, and making Masra a household name in specialty coffee.
What are your thoughts on the coffee culture and trends in the UAE?
The UAE’s coffee culture is massive. Specialty coffee shops are thriving, and trends like minimalism and aesthetics dominate the industry. Interestingly, matcha is becoming a new favorite among non-coffee drinkers, but at Masra, we also cater to them with babyccinos in various flavors. Our goal is to create a space where customers feel at home—a “third place” where they can relax, work, and connect.
What advice would you give to young entrepreneurs wanting to start a coffee business?
Do your research, find your niche, and be ready for long nights. Passion is essential, but so is commitment. And maybe don’t start a business with a newborn—it’s an adventure, but it’s not for the faint of heart!
If you could change one thing in the coffee industry, what would it be?
I wish people were more open to experimenting. Specialty coffee is incredible on its own, but why not add a twist? A touch of mint or Za’atar might just change the way you experience coffee forever.
Masra Coffee is not just another specialty coffee brand—it’s a story of passion, heritage, and innovation. With a commitment to unique flavors, ethical sourcing, and a strong community-driven approach, Masra is set to leave a lasting impact on the UAE’s coffee scene and beyond. As Khalid and his team continue their journey, one thing is clear—Masra Coffee is more than a drink; it’s an experience worth savoring.
