Profile

Ashraf Hassan (Ashmo)

Founder, brand builder, writer, and operator with 25+ years of experience across retail, cafe growth, marketing, and merchant decision-making.

I write about brand positioning, the mechanics of scaling a consumer business, founder judgement, pricing psychology, and the slower operational work that makes a brand feel consistent over time. My work includes helping build FiLLi Cafe from a single outlet into a 100+ location brand across 13 countries, and building Ashmo into a long-term archive of practical thinking for operators.