Hidden Gems: Meet Azeem Farooq of Urban Skillet

Today we’d like to introduce you to Azeem Farooq

Hi Azeem, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I originated from Pakistan, and came to the states in 2003. My dad was on the pakistan team for rowing and came to the US on a scholarship. He worked hard to bring us here from Pakistan and establish himself. Through constant struggle he got his first business, which was an ice cream store called ben and jerrys which he still has till this day. I never really saw my parents growing up because of how hectic living in the US became. I caught on at a very early age that if you are not consistently on your feet in this country it will tear you down but it also gives you what you put in as well. I use to work with my dad at the store as an ice cream scooper and help him with daily tasks, and learned to deal with customers. That’s when I learned the selling game. How people buy based of emotions they receive or how they are feeling. I started my first import/export business where I would buy blank shirts wholesale and sell them to local print shops where I learned the game of connects. It’s all about the people you know and that every conversation has meaning behind it if you know how to use the information provided to you correctly based on how much experience you’ve had in life. I was heavily involved in sport in high school from cross country, basketball to tennis, these competitive sports shaped who I am today competitively . I then went on to start a career in Biotech field at Bioness where I was as a QA engineer. This is where I learned that people don’t care about what you can show on paper, that doesn’t bring in money, they care what skills you have and how you can add value to their product/company to make them more revenue. I also learned how fast and easy it is to climb your way to the top if you just simply stop complaining and just put in the work. I started as an engineer and left proposing pitch to the entire team of a product called Vector VR which combined their current product called vector and incorporated VR into it which would take data from smart wearable devices through multiple Physical therapy exercise/games they would play in the VR world while attached to their product called Vector ( device that hold onto the weight of the patient and prevents them from falling). this was all done while I was 18 and still in community college at college of the canyons where I discovered my love for track and field. I then transferred to CSUN to pursue my degree in computer science. During this time I was working at a company called Tylt where I was a product engineer and developed the first smart switch powered by Alexa. From there I started my company called HCETI. This started as a simple web development agency that turned into a a software development company where we contracted with various recovery centers to create custom checkin software and then later on went on to governmental contracts. From there I purchased an existing brand called Urban Skillet. The first year was completely downhill because the business had zero traction and we were failing immensely. This is where I learned that I cant be as hand on as I am with my software business. As in I can’t be there all the time because I wasn’t a cook. I tried to take on every role which was not possible. My job as the owner was to bring customers in and form a system where I can replicate in order for others to operate and open locations as well. After 3 years we expanded into 7 locations. My parents played a heavy roll in who I am today. The things my parents did for me is something I can’t even put into words. My reason for everything, the way I am, the way I think, the things I do is all because of them and all credit it due to the fact these 2 sacrificed their life to make sure I could create mine with ease. I this article all I would like for it to highlight is how Great Mohammad Farooq Fateh and Mehnaz Farooq have done their part to truly be the best parents in the world to a kid that needed it the most. Everything I have is theirs, and everything I do is off of the foundation they set for me.

During this I was heavily involved in sports track and field competing at collegiate level and still training till this day to hopefully represent Pakistan . I am also actively training with the USA team to compete for Pakistan as a bobsled/skeleton athlete. From there is started a company called assist Krew where we have local assistants to help businesses with daily tasks to take some of the pressure of and find things they can improve on. We find faults in the business where we use my software company to create automated solutions. I also just made the biggest investment into a water company I will be releasing this summer called Z2O first water infused with Zam Zam.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Family, work, sport balance has been crazy. The pressure of always coming out on top based on people expectations has been killer as well. Juggling to many things as once has its struggles but honestly I wouldn’t have it any other way because the intensity and time frame of learning new things is insane. Just keep moving, no matter what just keep moving. My faith plays a crucial part in all this because in the end of the day when I know my intentions are right, then nothing can get in the way of your success.

Appreciate you sharing that. What should we know about Urban Skillet?
Urban Skillet is a fast-casual restaurant brand known for its burgers, with an emphasis on fresh, high-quality ingredients.

What sets us apart is our commitment to maintaining a strong connection to the local communities we serve and the fact we are a 100% halal brand. Our locations across California and Texas are more than just eateries; they are hubs for people to come together, whether for a casual meal, a family gathering, or a quick bite between work or classes. We also pride ourselves on our engagement with customers—through weekly giveaways, promotions, and an emphasis on customer satisfaction.

We are most proud of the fact the business was about to close and made sure it kept going. When we see kids talk about how much they love our burgers it puts a smile on our face.

Urban Skillet was created by a kid that didn’t know anything about the industry. All he saw was potential and went for it. There was no fancy business plan, rules, office space, etc.. Just the pure fact that if it didn’t work out, I’ll figure out a way to make it work. period

How do you think about luck?
I firmly believe that success is the result of hard work, dedication, rather than relying on luck. Throughout my life and career, I’ve consistently embraced challenges and committed myself to continuous improvement. By focusing on what I could control—my work ethic, learning from failures, and adapting to changing circumstances—I was able to turn challenges into opportunities. I attribute mine to unwavering hard work, strategic planning, to overcome setbacks. This mindset ensures that I remain proactive in achieving my goals, regardless of external circumstances. While others credits success with luck to chance, I credit mine to grit, precision, and the ability to outwork and outthink any obstacle. No excuses. No shortcuts. Just results.

Contact Info:

• Website: https://urbanskilletla.com
• Instagram: @urbanskilletofficial