Azzam Fakhreddin describes how he founded Al Qasr Hotel and expanded his brand to include some of Amman's top restaurants. Fakhreddin explains that success in the restaurant business is created by focusing on having good ingredients, having passion, really understanding what people want, and creating consistency. He cautions, "If you don't love it, if you don't have a passion for it, if you're not detailed in everything that you do, it's not an easy business to succeed in."