Addis Ethiopian
Restaurant

📍 San Diego, CA

A family business

Meet Alem & Fekad. When Alem and Fekad moved to America in 1985, authentic Ethiopian restaurants and groceries were few and far between. After exploring lots of cities across the U.S., they were drawn to San Diego by its sunny weather and welcoming community, which reminded them of home.

Along with family members, they opened an Ethiopian grocery store, introducing authentic spices, cookware, and ingredients to the local community. As their reputation grew, they expanded their dream by opening Addis Ethiopian Restaurant, offering comforting flavors of home. The secret to Addis is a philosophy passed down from their parents—about "keeping the time." It’s about respecting the process, letting the fire and flavors develop naturally, and embracing the ebb and flow of life’s pace.

Competing in today’s fast-paced dining industry requires constant adaptation—keeping up with trends, attracting a steady flow of customers, and retaining skilled staff despite tight cash flow. After serving the community for many years, Addis welcomed the opportunity to refresh their brand in the spirit of serving their community for many more years to come.

Moodboard

Our moodboard draws from the rich culture of Ethiopia—its landscapes, rituals, and traditions. Deep, earthy jewel tones echo the vibrancy of Ethiopian spices and the iconic colors of the national flag. Golden hints from meskel daisies and sacred iconography celebrate a culture of resilience, renewal, and joy.

The personality we sought to visually create is mature and reverent, yet warm and inviting—just like Ethiopian hospitality. Whether through coffee, cuisine, or conversation, this brand is designed to feel like home. Rooted in heritage & heart.

“Because of the menu change, the sambusa, meat and veggie combo, and the doro wot got more clear, and more orders are coming from that area. Our sambusa sales are up.”

— Fekad Engedaw, Co-Owner

Our redesigned menu introduces clearer visual hierarchy and thoughtful categorization, making it easier to navigate. We’ve also added vivid, inviting descriptions—and a dedicated section to help newcomers discover and understand the richness of Ethiopian cuisine.

**Sharing Buna — Traditional Ethiopian Coffee Ceremonies with San Diegans**

In our conversations with Alem and Fekad, we learned they once hosted traditional Ethiopian coffee ceremonies—an experience that had paused during the pandemic. We saw an opportunity to revive this beautiful ritual, not just as a nod to heritage, but as a powerful way to connect with the neighborhood.

Together, we launched a Saturday morning buna series: intimate, sensory-rich events that invited new guests to explore Ethiopian culture through coffee—and stay to enjoy the cuisine. We promoted the series on Eventbrite and reached out to local media, turning these gatherings into both a new revenue stream and a lead generator for Addis. The series ran weekly for a full year.