MOTW Coffee & Pastries is a mission-driven specialty coffee and bakery franchise that originated from the “Muslims of the World” social media community. It was founded by Sajjad Shah, who opened the first café in 2023 in Indianapolis, Indiana. The brand later established its corporate operations in Fishers, Indiana, in the greater Indianapolis area.

The company began franchising in July 2023 under MOTW Coffee & Pastries Franchising, LLC. As of 2025, it operates several corporate-owned locations and has multiple franchise units in development across states such as Illinois, Pennsylvania, Virginia, New York, and California.

MOTW Coffee & Pastries offers a curated menu of espresso drinks, specialty lattes like the Date Cardamom Latte, traditional chai, premium teas, and Arabic and classic pastries. The franchise also includes mobile coffee-cart services, event catering, and packaged retail products, offering versatility in both brick-and-mortar and pop-up formats.

Training

MOTW Coffee & Pastries provides structured training and support to help franchisees successfully launch and operate their cafes. The training programs are tailored to ensure franchisees understand the business operations, standards, and service expectations.

1. Initial Training Program: MOTW offers an initial training program designed to teach franchisees how to operate the Franchise Business. This program is mandatory and must be completed before the cafe opens. The details of this program, including duration and content, are governed by Sections 5.5 and 10 of the Franchise Agreement.
2. On-Site Opening Support: A representative from MOTW will assist the franchisee at their location for up to five days prior to the grand opening. This support is provided at no cost for the initial period, but additional assistance beyond this timeframe is available for a fee.
3. Grand Opening Campaign Support: MOTW helps franchisees develop and execute a Grand Opening campaign. This includes providing assistance in marketing efforts to ensure a successful launch, as outlined in Section 9.1 of the Franchise Agreement.

Territory Protection

MOTW Coffee & Pastries does not offer exclusive territory protection to its franchisees. While franchisees are assigned a location and are required to operate within MOTW’s brand guidelines and systems, there is no explicit mention that prevents the franchisor from placing other franchises nearby or operating company-owned locations in the same region.

Furthermore, the franchise agreement includes provisions for collective advertising and cooperative structures, which may involve multiple franchisees within a designated area. The document also emphasizes conformity to MOTW’s national promotional efforts and brand standards rather than granting geographical exclusivity.