Bringing people together, one lovingly crafted dish at a time
For Mahnoor Naveed, food has always been more than a meal; it is a way of bringing people together. A fashion marketing and merchandising graduate turned culinary entrepreneur, Mahnoor transformed her lifelong passion for cooking, experimentation and presentation into Epicurean by Mahnoor. Known for its comforting flavours, thoughtful presentation and crowd favourites such as Khao Suey, lasagne and party platters, the brand has earned a loyal following largely through word of mouth. In this conversation, Mahnoor shares the inspiration behind her journey, the lessons she has learned as an entrepreneur and her hopes for the future.
Tell us about yourself and the inspiration behind Epicurean by Mahnoor.
Hi, I’m Mahnoor Naveed, the founder and driving force behind Epicurean by Mahnoor. Although I graduated in fashion marketing and merchandising, I have always loved cooking and experimenting with different cuisines. That passion eventually inspired me to turn something I genuinely enjoyed into a business of my own.
How did you transform your love for food into a successful business?
I transformed my passion into a business by combining what I love with an understanding of what the market needs. Through consistency, continuous learning and the willingness to adapt, I built a brand that adds value while remaining true to my vision.
Whether it is our party platters, lasagne or the much-loved Khao Suey, I am proud to say that my food has the ability to bring everyone to the table.
As a self-taught food connoisseur, how did you develop your culinary skills and signature style?
I have loved cooking since childhood, but I was equally fascinated by plating techniques and presentation. Whenever I decided to make something, I would study several recipes, select the elements I liked from each one and combine them to create my own version.
That process of researching, experimenting and refining helped me develop both my culinary skills and my signature style.
What were the biggest challenges you faced while building your brand, and how did you overcome them?
I would not say that I faced any major challenges, but there were several smaller ones that are common for every new brand entering the market. These included finding the right vendors, developing foolproof recipes and identifying the right target audience.
I overcame them through patience, repeated testing and a willingness to learn along the way. Each challenge helped me understand my business better and strengthen the foundations of the brand.
Your party platters, lasagne and Khao Suey are customer favourites. What makes them special?
I believe what makes these dishes special is the care, consistency and attention to detail behind them. The Khao Suey, in particular, is very close to my heart.
I first tried it at a friend’s home whose family has roots in Karachi, and I immediately felt that the dish was made for my taste buds. After that, I searched for a satisfying Khao Suey in Lahore but could not find one that truly matched what I was looking for.
I began researching the dish, studying different recipes and experimenting with my own version. After many attempts, I finally perfected a recipe that has now become one of my signature dishes—and a firm customer favourite.
Which dish on your menu best represents you and your journey?
I would say my club sandwiches. I have eaten club sandwiches from many different places over the years, but I always felt that something was missing—particularly in the sauce.
I decided to develop my own version and give it a more distinctive flavour. Today, I am proud that our club sandwiches are recognised not only for their unique taste but also for their quality and presentation. They represent my habit of taking something familiar and adding my own creative touch to it.
How do you balance flavour, presentation and customer preferences while creating your menu?
I design my menus around the preferences of my target customers while also introducing unique items that help us stand out. I try to offer a variety of textures and spice levels so that there is something for everyone.
For me, taste is always essential, but presentation completes the experience. The goal is to create food that looks inviting, tastes memorable and appeals to a wide range of customers.
How important have consistency and adaptability been to the growth of your business?
Consistency is one of the most important elements of a successful business. When you remain consistent and true to your values, you attract customers who trust your brand and continue to return.
I am incredibly proud to have repeat customers who have supported Epicurean by Mahnoor since day one. Much of the brand’s growth has happened through word of mouth, which I believe is one of the strongest reflections of customer satisfaction and trust.
At the same time, adaptability has helped me learn from feedback, respond to changing preferences and continue improving.
What has been your proudest moment as the founder of Epicurean by Mahnoor?
There have been many proud moments, but one that stands out was when my Khao Suey was ranked number one in Lahore after being sampled alongside offerings from different brands and eateries.
Knowing how much research, experimentation and effort went into perfecting that recipe made the recognition especially meaningful to me.
What is the most valuable lesson entrepreneurship has taught you?
Entrepreneurship has taught me to be prepared for challenges and to have the courage to take risks. It has also taught me the importance of showing up—even on days when motivation is low—because, at the end of the day, you are your own boss.
Most importantly, I have learned to establish healthy boundaries as a business owner and to be comfortable saying, “We’re fully booked today.”
What advice would you give to women who want to turn their passion into a business?
I would encourage women to master and continuously polish the skills connected to their passion. Make practice a habit and give yourself the time to improve.
When you genuinely love what you do, pursuing it as a business becomes more natural. Believe in your abilities, remain consistent and do not be afraid to take the first step.
What is next for Epicurean by Mahnoor?
I enjoy going with the flow, but I am hopeful that bigger and better things are ahead. Many people are waiting for me to open my own restaurant. While that idea can feel overwhelming, I am also incredibly grateful that people see so much potential in me and the brand.
For now, I am focused on continuing to grow, improve and see where this journey takes Epicurean by Mahnoor.
