Dessert restaurant pioneer Sheraz Rafique scoops coveted industry award
07-September-2023
A former accountant whose first foray into the hospitality industry saw him open the first franchised Heavenly Desserts restaurant in 2017, in what is now a thriving national network, has won a major industry accolade.
Muhammad Rafique, known as Sheraz, is the recipient of a Great British Franchisee Award, the most prestigious honour in the highly competitive franchising world, run by whichfranchise, supported by Lloyds Bank, D&T, IBB Law, AMO Consulting and Chantry Group.
Selected for his passion, diligence and glowing feedback from customers and business partners alike, Sheraz impressed the judges with his ability to deal with the challenges posed by Covid, and his adaptability to a brand new sector.
As the owner of Heavenly Desserts in Oxford, Sheraz discovered he was equally as good with people as he was with numbers – a quality that endeared him to the rest of the network and has won him high praise from Yousif Aslam, co-managing director of Heavenly Desserts.
“Sheraz is every franchisor’s dream,” Yousif says. “Hospitality to us is all about making people feel at home through warm welcomes and smiles.
“When you enter a room in which Sheraz is present, you feel you’re speaking to a friend you‘ve known for years.
“He’s a natural when it comes to genuine hospitality – but what makes Sheraz a success is his ability to coach this into his team.
“Every visit to this restaurant is a delight, and both I and guests walk away with more energy than when we entered.”
The Heavenly Desserts network now has more than 50 restaurants in the UK and Canada, but Sheraz was the pioneer who opened its first franchise restaurant in Oxford.
“Since then the brand has grown exponentially with more stores opening all the time,” says Sheraz.
“I used to be an accounting assistant and had zero experience in hospitality, but I’ve learnt a lot over the years including how to deal with customers in difficult situations.”
“Receiving this award is a tremendous honour. It’s a testament to the hard work and dedication of our entire team, who strive each day to create delicious desserts and provide exceptional service. This award reaffirms our commitment to sweetening the lives of our customers, and we’re humbled by the recognition.”
Sheraz promotes equality among his staff, always hires senior staff internally, and radiates encouragement.
“For most of our staff this is their first job, so our team along with our head of learning and development try to enhance employee knowledge across a variety of skillsets used industry-wide in order for a business to run effectively – from hospitality and franchising to customer service,” he adds.
The Great British Franchisee Awards are run by whichfranchise, supported by Lloyds Bank, D&T, IBB Law, AMO Consulting and Chantry Group. https://www.whichfranchise.com/awards/