Amid pandemic, coffee truck stirs business and community success

Shadi Khattab had what he thought was an ironclad business plan, one conceived during his time as a Sacramento State student.

To launch Onit Coffee, he would send his coffee truck all over town to build name recognition and momentum ahead of an eventual a brick-and-mortar opening. He had 30 events booked for March 2020.

Then came COVID-19.

To curb the spread of coronavirus, all the events were lostand with them Khattab’s opportunity to get his coffee to the masses.

Rather than becoming one of the pandemic’s small business consequence, however, Khattab pivoted, against all odds turning Onit Coffee into a success. Business is booming at the truck’s “permanent” location in Elk Grove, he says. At the same time, he is fulfilling the company’s commitment to the community, something that is personally important to him.

Shadi Khattab began developing his business plan for Onit Coffee during a enterpreneurship class at Sacramento State. (Sacramento State/Andrea Price)

“It was one hell of a journey, a huge learning experience for me,” Khattab said. “I always said that if we are able to adapt during the pandemic and overcome this moving situation, we will be bulletproof forward, and we will be prepared for anything.”

Khattab and his family in many ways are an American success story. They immigrated to the United States from Syria in 2000, when he was just 5. His father, a farmer in Syria, eventually became a doctor.

That doesn’t mean there weren’t challenges. Khattab entered first grade in the United States knowing little of the language or culture. A year after they arrived came the Sept. 11 terrorist attacksand he and his family experienced anti-Muslim bullying and discrimination.

“It was very tough, but at the end of the day, it really molded me into a stronger individual and who I am today,” he said, “I stand up against bullying, and Im very sympathetic with individuals that have dealt with that growing up because I know what it’s like.”

His family settled in Sacramentowhere Khattab graduated high school and, intending to study Economics, enrolled at UC Davis before deciding to switch his major to Business. With no undergraduate Business program at Davis, Khattab transferred to Sac State after just one quarter.

It wasn’t just what Davis lacked, however, that drew him to the University. He liked Sac State’s position in a diverse city and its focus on real-world education. As a Business major, he learned skills that have become essential in his dual roles as owner of Onit and as the marketing director of his family’s cosmetic surgery practice.

“You really learn how to work with different personalities, how to problem solve, and I feel like it really prepares you for the real world,” Khattab said. He also appreciated the curriculum, which emphasized class presentations and public speaking. “I felt like that prepared me for my role as CEO of Onit Coffee and COO of Precision MD.”

He developed the initial plans for Onit in one of his three entrepreneurship classes, conducting a market analysis, studyying what types of products he should offer, and surveying his classmates on the business name and logo.

But of all possible ideas, why a coffee shop in Sacramento, a competitive market noted for its many local roasters?

Our culture is very big on coffee and tea. Its one way that we bond as a family as a community,” Khattab said. ‘We’ll sit down with our uncles and cousins ​​and bond over tea and coffee.”

Following graduation, he honed his business plan and secured a custom-built truck. He edited with local coffee roaster Old Soul on a proprietary blend to use in his drinks. He even developed a match green tea lemonade called The Hornet that “commemorate(s) the campus that helped make my dreams come true.”

When the pandemic hit, Khattab put the truck in the parking lot of the family’s cosmetic surgery center, in essence creating a permanent location. He made sure customers could order via delivery apps, and heavily promoted the company through local media and word-of-mouth.

Shadi Khattab at commencement
Shadi Khattab graduated from Sacramento State in 2018 with a degree in Business Administration. (Photo courtesy Shadi Khattab)

The moves paid off: Onit serves thousands of customers monthlyKhattab said, and has grown from four employees to 15. He still hopes to open a brick-and-mortar location this fall, just a few miles from his alma mater.

Displayed in bold pink letters across the coffee truck are two slogans – “Impacting lives, one cup at a time,” and “By the city, for the city, to serve the city” – that reflects a commitment to the community Khattab fostered during his time at Sacramento State, especially working on behalf of Syrian refugees. He volunteered at fundraisers, attended rallies, and even traveled to Washington to lobby Congress for humanitarian aid.

With Onit Coffee, he has continued that commitmentworking every three months with a different nonprofit. Over the past yearthe business has donated to the Sacramento Food Bank, provided coffee and clothing to the homeless through Sacramento Street Medicine, and partnered with My Sister’s House to donate 25 cents from every drink purchase to help sex trafficking victims in Sacramento.

Khattab’s drive to serve the community stems from his faith and from his experience as an immigrant.

‘As a Muslim man we’re taught to give back. God has blessed me and my family in many ways,” he said. “I want to help minorities, I want to help immigrants, I want to help people in need and lead by example, and I want to build a legacy.

“I want to be remembered as a Syrian American that made it and gave back to the city, gave back to its people.”

About Jonathan Morales

Jonathan Morales became a permanent member of the Sac State communications team in 2017 as a writer and content editor. He previously worked at San Francisco State University and as a newspaper reporter and editor. What appeals to Jonathan? Local beer and Bay Area sports teams.

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