Muslim-Owned Coffee Shops Transform Milwaukee’s Social Scene One Cup at a Time

MOTW Café in Franklin Redefines the City’s Evening Culture with Community, Conversation, and Caffeine

In Franklin, Wisconsin, just southwest of Milwaukee, the city’s social dynamics are evolving as the “Muslims of the World” (MOTW) Coffee & Pastries franchise introduces a new kind of gathering space. Since its opening at 2859 W. Rawson Ave. in early 2025, the family-owned coffee house has quickly gained attention as a bright, alcohol-free destination where patrons of all ages and backgrounds engage in conversation—or prayer—late into the evening. In a city nationally recognized for its bar density, MOTW’s arrival marks an intentional shift: offering residents a vibrant alternative to Milwaukee’s storied bar culture and encouraging the simple act of meeting over coffee.

From Instagram to Brick-and-Mortar

MOTW’s story began as an Instagram initiative created by Sajjad Shah while he studied at Butler University. Designed to challenge negative stereotypes and bring forward Muslim stories of resilience and hope, “Muslims of the World” rapidly grew into a global digital community. Today, the project’s social media accounts have over 700,000 followers and have raised millions of dollars for humanitarian causes worldwide, working in countries such as Yemen and Ethiopia.

Translating digital connection into an in-person community, Shah and his family envisioned a place where the ethos of MOTW—unity, compassion, diversity—could thrive in the real world. “It’s not just a coffee shop; it’s the embodiment of years of digital community-building, now available as a warm, welcoming space for all,” the company states in its official mission.

A Family Passion in Franklin

The Franklin location is managed by cousins Nour and Baha Assad, and owned by three brothers—Ayoub, Sameer, and Seif Assad—each with deep roots in successful Milwaukee businesses. The management team selected Franklin for its proximity to Milwaukee’s large and growing Muslim community, as well as the city’s broader population seeking new places to socialize. MOTW remains open seven days a week, until 11 p.m. Sunday through Thursday, and until 1 a.m. on weekends—matching the late-night hours often associated with city bars but in a wholesome, inclusive atmosphere.

Nour Assad explained the vision:

“We decided to open up in Franklin because there’s a huge amount of Muslims in this area. Also, MOTW is Pakistani-owned and there’s no coffee shop that designates to Pakistanis. I’m Palestinian and there’s also a large population here. It’s just the perfect area in between neighborhoods where people stop by for a coffee or treat,” she told the Wisconsin Muslim Journal.

Baha Assad emphasized the café’s appeal across generations and cultures, saying,

“I’m seeing all ages, a very wide diversity from young, to middle, to old.”

A Place for Faith, Family, and Flavor

Central to the MOTW experience is its designated, music-free prayer room, large enough to accommodate group prayers and thoughtfully lit with natural sunlight. This distinctive feature honors the shop’s roots and distinguishes it from most American cafés, making space for spiritual connection alongside social activity.

The café’s décor radiates cultural pride, offering guests a plush, Middle Eastern atmosphere with bright interiors, a Moroccan-style couch running the length of the store, an outdoor patio, and a bakery case brimming with Mediterranean and South Asian pastries, such as baklava, knafeh, maamoul, and Argentinian empanadas. “Each coffee shop has a signature drink—people here like our strawberry matcha—and the empanadas are so good!” Nour said. She added, “With our pastries, people ask us, ‘Where is this from? What kind of dessert is this?’ And you explain what baklava or the honeycomb is. They are learning a lot from us, and we’re learning a lot from them”.

Coffee Culture as Social Revolution

The daughter of Palestinian immigrants, community member Isabelle Sahroui connected MOTW’s mission with a need she felt deeply. “It’s revolutionary really, there weren’t many places for people who don’t consume alcohol—who want an atmosphere where you can meet different people, but not necessarily people that are drinking,” she observed. Sahroui praised the opening of coffee shops like MOTW for providing her children with a safe and lively space to gather with friends and have meaningful conversations, away from both bars and the isolating allure of social media.

“This has been a welcome addition to the social atmosphere of Milwaukee. It brings attention to the Muslim community here. Not only the Arab community, but to other communities, because a lot of them are tea or coffee culture people... It’s also great for young people to be able to get away from their phones, social media, and have a nice conversation—and that’s what this gives,” Sahroui explained.

Changing Evening Habits in America’s Bar Capital

Milwaukee consistently holds the title for the highest density of bars per capita in the nation—36.7 bars for every 100,000 residents—and nearly one in four adults reports excessive drinking. In frank counterpoint to this entrenched “bar city” identity, the rise of alcohol-free spaces like MOTW offers teetotalers and health-conscious patrons inviting alternatives. The café’s welcoming approach extends to non-Muslims as well, building bridges across cultural lines.

For many, the social “third space”—not home or work, but a community gathering spot—is now found over lattes, chai, and conversation well into the night. “Each coffee shop has its own thing... It’s really not a competition,” Nour said, highlighting how regional chains and independent shops are collectively shaping a new culture that values both hospitality and healthy boundaries.

A Broader Trend Takes Hold

MOTW is not alone in redefining Milwaukee’s coffee landscape. The city has seen an explosion in Muslim-owned and Middle Eastern-inspired cafés in recent years, with local entrepreneurs introducing new flavors, extended hours, and designated family spaces. Notably, places like Qamaria Yemeni Coffee Co. and Al Wadi Coffee House have joined the fray, each bringing a unique menu—ranging from Turkish coffee and pistachio lattes to Middle Eastern pies and desserts—tailored to their ethnically diverse audiences.

This healthy competition elevates the entire Milwaukee coffee scene and further demonstrates how immigrant and minority ownership drives both business innovation and social change. MOTW’s atmosphere, for example, is as much about fostering belonging as it is about drinks and décor.

Motivating a Cultural Shift

The MOTW tagline, “Bringing People Together One Cup at a Time,” is more than marketing—it captures a guiding philosophy rooted in hospitality and intentional dialogue. “People connect over a cup of coffee, catch up on life. Some places close earlier than others, so we try to stay as late as possible and cater to each customer... When I go to a coffee shop, the drinks are important, not just how they taste, but it’s also about the environment. Each shop has their own theme and setting,” Baha Assad observed.

For management, the challenge now is to ensure that customers slow down long enough to appreciate the moment: “I hope that people aren’t going to grab a coffee and go. You need to sit, enjoy your coffee, and talk,” said Sahroui.

Beyond Coffee and Across the Community

MOTW and its peers are altering not only Milwaukee’s evenings but the city’s reputation, moving it toward a greater embrace of diversity, wellness, and curiosity. By hosting a space that is smoke- and alcohol-free, open late, culturally rich, and explicitly welcoming to all, these cafés have become important social hubs. They bring vital attention to Milwaukee’s Muslim community, invite non-Muslims in for education and dialogue, and help young people and families reclaim the city’s after-dark hours for connection, reflection, and leisure on their own terms.

Brewing a New Civic Identity

As more Muslim-owned and culturally diverse coffee shops open across Greater Milwaukee, café owners see both opportunity and responsibility. They are not only serving coffee and pastries, but also serving as catalysts for neighborhood revitalization and social boundary crossing.

Milwaukee’s evolving coffee culture offers a template for other American cities, demonstrating how simple acts of hospitality can foster inclusivity, bridge cultural divides, and give everyone a “place at the table.” The enduring hope, expressed by MOTW’s founders and customers alike, is that the city’s newest gathering places will continue to spark genuine conversation, understanding, and community—one cup at a time.