Maya Chams Ibrahimchah, founder and president of Beit El Baraka and Beit Kanz, is a leading Lebanese social entrepreneur transforming the hospitality industry. By merging food, heritage and economic empowerment, she’s proving that hospitality can drive real social change. In this article, she discusses how to create a purpose-driven model that supports farmers, creates jobs and preserves culture, showing that impact and profit can go hand in hand.

In today’s fast-changing world, the hospitality industry is being called to evolve. Beyond serving good food, restaurants must rethink their role in society, recognizing that impact and profit must no longer be mutually exclusive. The central question is shifting. It’s no longer just about whether a restaurant can be financially successful. It’s about whether it can be both profitable and transformative, creating real value for people, communities and the planet.

Having worked at the intersection of charity, agriculture and hospitality, I’ve seen firsthand how restaurants can become platforms for social good. From empowering marginalized communities to supporting sustainable farming, the hospitality sector holds enormous untapped potential.

Purpose starts with a clear mission

Every purpose-driven hospitality business begins with a mission that exists at the core of its operation. This mission could include supporting local farmers, reducing food waste or creating jobs for underrepresented groups. But most importantly, it must be more than a side initiative. When the mission is the guiding force behind every decision, restaurants can stay focused and impactful, even during tough times.

Rethinking the supply chain in hospitality

One of the most effective ways to build purpose into hospitality is by transforming the supply chain. Restaurants that partner directly with small farmers, cooperatives or social enterprises can ensure fresh, high-quality ingredients while supporting rural livelihoods. This circular approach not only enhances food quality but also helps create a more equitable food system.

Creating jobs and career pathways in hospitality

The hospitality industry is uniquely positioned to drive inclusive employment, especially for women and young people. Through training programs in food preparation, customer service and kitchen operations, restaurants can offer long-term careers. When combined with mentorship and income-generating opportunities, these efforts restore dignity and financial independence to those who need it most.

Measuring and communicating impact

To begin with, for any purpose-driven hospitality model to be truly credible, it is essential that its impact is clearly measurable. For example, tracking the number of farmers supported, waste diverted or training hours provided helps demonstrate tangible social outcomes. As a result, openly sharing these measurable metrics builds transparency and strengthens trust with customers, partners and socially conscious stakeholders alike.

Why hospitality holds the key

Few industries touch as many lives as hospitality. Through food, service and atmosphere, restaurants connect with people every single day. This daily interaction offers a powerful opportunity to influence behavior, promote inclusion and support environmental sustainability. When done with intention, hospitality becomes a force not just for enjoyment but for real change.

In today’s values-driven market, purpose is no longer a luxury. It’s a competitive advantage and a moral imperative. When woven into every layer of a restaurant’s model, purpose turns hospitality into something much bigger than a meal. It becomes a platform for transformation.