Emad ElShawa, owner of the famous Sam's burger joint, is launching Legends Cafe and Creamery in San Francisco, inspired by his travels in the Middle East and Spain. The cafe will offer unique desserts like croffles and stuffed croissants, emphasizing the rich cafe culture he observed abroad. This venture marks ElShawa's foray into sweets, filling a niche for extravagant pastries in the local dessert scene. The new cafe will take over the location of Sam's East, focusing on fostering a social atmosphere akin to those seen in Middle Eastern cafes.
"They're really really big on cafe culture in Kuwait and Dubai," ElShawa said of his travels abroad. "They don't really do a franchising model over there..."
"They have uncommon takes on common desserts over there," ElShawa said. "They always put this awesome twist on things so you get all these flavors at once."
The cafe will focus on opulent desserts and pastries that he experienced while traveling through the Middle East and Spain last year.
Legends will take over the location for Sam's East, a falafel and shawarma spot that ElShawa opened last year.
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