Running a business isn’t just about turning a profit; it’s about creating something that connects with people on a deeper level. For me, that journey began in 2005, when I purchased a small grocery store in my San Diego neighborhood. What started as a simple venture to provide for my family evolved into a larger mission to serve the needs of a diverse community. Over the years, I’ve expanded Balboa Market to become a go-to destination for international products while also venturing into the restaurant and catering business with Sufi Mediterranean Cuisine. Along the way, I’ve learned that success doesn’t come from staying in one lane—it comes from stepping outside the aisles and finding new ways to meet the needs of those around you.

Understanding the Needs of the Community

When I bought Balboa Market, it was a modest store that served basic groceries. However, as someone who grew up in an immigrant family, I understood the challenge of finding the foods and ingredients that connect us to our roots. I saw an opportunity to transform the store into a cultural hub, one that could bring people together through shared experiences and unique products.

I started by talking to customers, listening to their stories, and paying attention to the items they asked for. Some wanted specific Persian spices, while others looked for Mediterranean olives or South Asian snacks. By stocking the shelves with these products, I wasn’t just filling a gap in the market—I was helping people feel at home. Over time, the store’s reputation grew, attracting people from all over San Diego.

This lesson taught me something valuable: success in business isn’t just about selling what you want; it’s about listening and adapting to what others need.

From Groceries to Dining: The Leap into Hospitality

By 2011, I felt ready to expand again, but this time in a different direction. While Balboa Market brought international flavors to people’s kitchens, I wanted to offer something more immediate: a place where families and friends could gather to enjoy authentic Persian and Mediterranean cuisine. That’s how Sufi Mediterranean Cuisine was born.

Opening a restaurant was no small feat. It required a different set of skills, from hiring chefs to designing menus and creating a welcoming atmosphere. But my experience running the market gave me an edge. I already had a deep understanding of what people wanted and how to provide it. For example, I knew the importance of using fresh, high-quality ingredients, which were often sourced directly from Balboa Market.

At Sufi, we focused on creating an authentic dining experience. Whether it was the aroma of freshly baked bread or the vibrant flavors of a perfectly seasoned kebab, our goal was to transport customers to another place—one that felt familiar, comforting, and celebratory all at once.

The success of Sufi Mediterranean Cuisine reinforced an important truth for me: when you stay true to your roots while meeting the needs of your audience, you create something that resonates.

The Power of Diversification

One of the most rewarding parts of running both Balboa Market and Sufi Mediterranean Cuisine is how the two businesses complement each other. Customers who shop at the market often dine at the restaurant, and those who love the food at Sufi often visit the market to buy the ingredients to recreate the dishes at home. This synergy has helped both ventures grow.

However, diversification is more than just launching multiple businesses—it’s about finding ways to innovate within each one. For example, Sufi has expanded into catering, providing meals for events ranging from intimate family gatherings to large corporate functions. This not only brought in additional revenue but also introduced our food to new audiences. Similarly, at Balboa Market, we’ve hosted cooking demonstrations and community events to engage with customers beyond the shopping experience.

Diversification isn’t about abandoning your core business; it’s about finding ways to build on it. When done right, it can create a cycle of growth and opportunity.

Challenges Along the Way

Of course, this journey hasn’t been without its challenges. Expanding beyond the aisles means stepping into unfamiliar territory, which often comes with a steep learning curve. For instance, managing a restaurant introduced new complexities, such as maintaining consistent food quality and navigating the seasonal ups and downs of the hospitality industry.

There have also been times when balancing multiple businesses felt overwhelming. But I’ve learned that success doesn’t come from doing everything yourself—it comes from building a strong team. Surrounding myself with talented, dedicated people has made all the difference. It’s their hard work and passion that keep things running smoothly.

Embracing New Opportunities While Honoring Our Community

As I reflect on this journey, I feel immense gratitude for the opportunities I’ve had to serve my community. What started as a small grocery store has grown into something far bigger—a network of businesses that celebrate cultural diversity and bring people together.

Looking ahead, I see even more potential for growth. For Balboa Market, that might mean expanding our online presence or offering delivery services to reach more customers. For Sufi, it could mean opening additional locations or introducing new menu items inspired by the cuisines of our diverse community.

Whatever the future holds, one thing is certain: I will continue to listen, adapt, and find new ways to serve the people who have supported me on this journey.

Continuing to Serve and Celebrate Our Diverse Community

Expanding beyond the aisles isn’t just about growing a business—it’s about growing a vision. It’s about finding ways to connect with people, to meet their needs, and to create something that adds value to their lives. For me, this journey has been deeply personal, rooted in my love for my community and my passion for sharing the flavors and experiences that make life richer.

If there’s one piece of advice I’d offer to anyone thinking about expanding their own business, it’s this: stay curious, stay adaptable, and never lose sight of the people you’re serving. When you do that, the possibilities are endless.