Leadership series: Ameer Nurmahomed

In-depth interviews with inspiring industry leaders, this is the CORE Leadership Series with Ameer Nurmahomed, UK General Manager, Chocoberry.

Chocoberry. and its sister cafés, are part of the fast-growing Chocoberry café brand founded in Leicester in 2018. The business offers a vibrant, lifestyle-driven café experience centred around all-day brunch, speciality 100% Arabica coffee, and handcrafted, indulgent desserts that appeal both on taste and on social media. 

Chocoberry blends bold flavours, quality ingredients, and inviting interiors to create a destination for breakfast, sweet treats, coffee breaks, and casual dining with friends or family. With multiple locations across the UK, the brand continues to expand its footprint, bringing its signature brunch dishes, luxurious desserts, and warm, welcoming atmosphere to more neighbourhoods

Could you briefly introduce yourself, your role, and the core mission of your organisation within the hospitality landscape?

My name is Ameer, and I serve as the UK General Manager at Chocoberry. I specialise in franchise development, franchise sales, and operational management. My primary objective is to provide consumers with the highest quality products while establishing the brand's presence on a global scale through a streamlined franchise model that can be implemented in diverse locations

What initially inspired you or sparked your interest in pursuing this career?

I actively seek challenges and continuously develop my business acumen. My strong sales skills and passion for the food industry position me for success. After thoroughly researching the franchising market, I determined it was the ideal opportunity for my next venture and took decisive action to engage in this sector

What motivates you in your work and what do you find most fulfilling about being a business leader?

I take great pride in my work, as I believe it is essential to find enjoyment in one’s work. Each day presents new challenges while collaborating with various franchise partners and overseeing business growth. The experience of opening a new store or successfully executing a task instils a sense of accomplishment and fulfilment. I am deeply committed to ensuring that the business is directed toward success, and I approach my work with a high level of attention to detail.

What is or are your biggest career achievement(s)?

Over the past year, I have successfully navigated multiple roles within the organisation, with a remarkable sale of 19 franchise stores in under 1 year. Additionally, I have focused on identifying and securing multi-operators. This journey has been both challenging and rewarding, providing valuable experiences along the way.

What’s the most important leadership lesson you’ve learned?

Transparency and trust build the best relationships

Have there been any hard decisions you had to take as a business leader?

As a business leader, I've faced tough decisions, like restructuring teams and reallocating resources. Each demanded a balance between short-term pressures and long-term vision, while keeping team and organisational goals in focus. The key lesson is that the right decision requires transparency, empathy, and decisiveness, even when it’s uncomfortable.

What’s a lesson you learned that still influences your decisions?

Don’t be afraid to decide; it could be the best choice of your life. A few years ago, I made a decision that opened countless doors for me, allowing me to network and build a career I never thought possible. I wouldn’t have achieved this without that one pivotal choice.

What is your long-term vision for your organisation, and what legacy would you like to leave within the industry?

My long-term vision is to build an organisation that drives meaningful impact, sets industry standards for innovation and integrity, and empowers people to achieve their full potential. I want to leave a legacy of creating sustainable growth, inspiring a culture of trust and excellence, and shaping the industry in a way that others look to as a benchmark for ethical leadership and innovation