How a Young CEO Built a Xinjiang-Inspired 'Starbucks' Restaurant

When you walk into a typical Xinjiang restaurant—whether in Urumqi or a random city corner—you’re likely to find a no-frills space serving up lamb skewers, nang bread, and hand-pulled noodles. The food? Often excellent. The vibe? Usually traditional to a fault: heavy on ethnic motifs, light on design, and rarely thinking about the customer experience beyond the plate. But one young entrepreneur decided that needed to change.

Almas Pulat, an 85s-born CEO, aims to build a Xinjiang-inspired restaurant chain modeled after Starbucks—not in menu, but in experience, cleanliness, and cultural openness. His brand, We Are Family (""), envisions a clean, modern, welcoming environment where anyone can enjoy authentic Xinjiang food without stereotypes.

The Vision: A Xinjiang 'Starbucks' for Food

Almas Pulat wants his restaurants to feel like a "Starbucks from Xinjiang." That means more than just good food—it means a thoughtfully designed space, consistent service, and an atmosphere where everyone feels at home. In the Changchun Road branch of We Are Family (""), he had local artists paint murals blending traditional pilaf with modern art styles, creating visual interest that draws customers in. His goal is clear: "I want people to see how hospitable we Xinjiang people are. When they walk in, they should feel like family."

This approach goes beyond decor. Almas envisions a chain that combines the heart of Xinjiang cuisine with the polish and professionalism of global chains. He’s actively managing the business using models inspired by McDonald’s and KFC—standardized processes, trained staff, and a focus on cleanliness and efficiency. “We’re running it like a modern fast-food enterprise,” he says.

From Urumqi to Shanghai: A Brand Built on Modernity

Launched in Urumqi’s Mille Mall, the original We Are Family location broke the mold. Instead of the usual neon signs, ethnic costumes, or heavy traditional décor, the space was clean, modern, and minimalistic—with the food carrying the cultural message. The brand name itself is a phonetic play on "We Are Family" , signaling inclusivity from the start.

Almas doesn’t stop at aesthetics. He insists all employees, especially those from minority backgrounds, speak Mandarin to prepare for expansion into mainland cities, where the majority of customers will be Han Chinese. When questioned about the lack of Uyghur script on menus, he calmly reiterates the brand’s positioning: modern, accessible, and focused on long-term growth. His personal style also breaks the mold—he’s known for his tailored suits, well-groomed appearance, and signature British-style beard, showing up to work with the polish of a tech CEO rather than a traditional restaurateur.

In 2016, he plans to open the first mainland branch in Shanghai’s Xuhui District, further pushing the brand into cosmopolitan markets. “Our first store was in Urumqi. Then we jumped straight to Shanghai,” he says, highlighting his bold, non-linear growth strategy.

Why This Approach Matters

Most Xinjiang restaurants in China lean heavily on exotic imagery—think embroidered hats, traditional music, and vocab-heavy menus in Uyghur script—to attract customers. Almas sees this as a barrier. “Because there’s no cultural foundation, these places don’t last,” he argues. “They create mystery instead of connection.”

He believes the key to introducing Xinjiang cuisine to a broader audience is removing the cultural veil and focusing on the food itself—served in a space that feels familiar, professional, and welcoming. His restaurants target internet-savvy young adults, and he promotes the idea that food is a gateway to understanding culture. “Only by coming in can you really start to understand,” he says.

Almas also runs internal training sessions, often teaching modern business concepts and corporate culture—skills he picked up during a stint as a teacher at New Oriental. He emphasizes dropping “ethnic baggage” and focuses on meritocracy. “I want everyone to know you can succeed through hard work, no matter your background,” he explains.

The Backstory: From Public Service Dreams to Entrepreneurship

Almas didn’t always plan to run a restaurant. A graduate of Zhejiang University with a degree in land resources and urban management—an odd fit for the restaurant business—he initially planned to become a civil servant like most of his peers. That changed in 2006, during a university-organized trip to the U.S. under the International Student Entrepreneurs Alliance.

What struck him wasn’t just the education system, but the independence of American students—like seeing college-aged peers driving vans to pick up visiting delegations. “Back home, it’s rare to see someone that young driving,” he recalls. The experience opened his eyes, and over the course of a month, he immersed himself in discussions, debates, and research. He ended up reading more in those 20 days than he had in his entire first year at university.

By the end of the trip, he called his parents and expressed interest in studying in the U.S. He eventually enrolled at Lincoln University, where he studied international relations and political science. After graduation, he worked as a teacher at New Oriental before returning to Urumqi in 2010 to help manage his father’s business—Mayflower Pilaf (""). It was there that he began applying his global perspective to a very local product, leading to the birth of We Are Family.

Frequently Asked Questions

Who is Almas Pulat?

Almas Pulat is an 85s-born entrepreneur from Xinjiang who founded the restaurant brand We Are Family (""). He aims to modernize Xinjiang cuisine and create a chain of restaurants that embody the hospitality and culture of the region with a clean, inclusive, and Starbucks-like experience.

What is the concept behind We Are Family?

We Are Family ("") is a modern Xinjiang-cuisine restaurant brand positioned as a “Starbucks from Xinjiang.” It focuses on providing an upscale, clean, and culturally welcoming dining experience that targets young, internet-savvy customers while staying rooted in authentic Xinjiang flavors.

Why does Almas want to make his restaurants feel like Starbucks?

Almas wants his restaurants to emulate Starbucks not in terms of coffee, but in terms of customer experience—clean spaces, professional service, cultural openness, and a sense of familiarity. He envisions a place where anyone, regardless of background, feels at home while enjoying Xinjiang food.

Where is We Are Family expanding?

The first We Are Family location opened in Urumqi. By 2016, Almas planned to open the brand’s first mainland branch in Shanghai’s Xuhui District, with future ambitions including expansion into first-tier Chinese cities and eventually an IPO on Nasdaq.

How does Almas train his staff?

Almas incorporates modern corporate training methods into his business, including teaching employees about modern culture and business practices. He requires Mandarin proficiency among staff to prepare for expansion and emphasizes a “no ethnic baggage” approach focused on merit and hard work.

What kind of food does We Are Family serve?

We Are Family specializes in authentic Xinjiang cuisine, including traditional dishes like pilaf , lamb skewers, and other Uyghur favorites. The brand emphasizes the food itself rather than ethnic stereotypes, serving it in a modern, clean environment.