Not every retail space begins with a formal business plan or the services of a branding agency. Sometimes, it starts with a simple idea: share what you love with the people around you.

That’s how Samuel Sake launched Tesfa Ethiopian Cuisine, a family-run restaurant and community hub in Chicago’s Edgewater neighborhood. What started as a way to spend more time with his mother evolved into a full-fledged retail operation, grounded in cultural identity, authentic food, and hospitality.

Tesfa Ethiopian Cuisine offers seven valuable lessons for any retailer looking to create a business where customers feel seen, welcomed, and connected.