Our Team

Cassie Ghaffar

Founder, Co - CEO

Sandy Nguyen

Founder, Co-CEO

Cassie, a native of Houston and dynamic businesswoman. She has a diverse background in both science and business. While pursuing her B.S., M.S., and Ph.D. in Clinical Psychology from the University of Houston, she also owned her own business in the night club industry and worked as a consultant for dental practices simultaneously. Through these experiences, she gained expertise in business and marketing within the medical and healthcare industries.

Cassandra joined ZT Wealth in 2009 and quickly aligned with the company's vision. In addition to her responsibilities in corporate marketing and events, she spearheaded the management and consulting for the dental division at ZT Wealth, drawing from her firsthand experience and passion for dentistry. She made an impressive mark in her career after climbing the corporate ladder as Senior VP of Marketing and Operations at ZT Wealth. Shortly after having a family she embarked on a new entrepreneurial venture and focused her effects into becoming a franchisee of Amazing Lash Studio of six successful locations in Dallas and Austin.

Inspired by her success as an Amazing Lash Studio franchisee and driven to create a lasting legacy for her children, Cassie partnered with her best friend, Sandy, to co-found Ordinary Concepts. This innovative venture specializes in quick-service restaurants, aiming to make a significant impact in the industry.

With her exceptional operational skills and strategic mindset, Cassie is poised to establish Ordinary Concepts as a formidable player. Her background in business management and experience in the medical and healthcare sectors provide a unique perspective and solid foundation for her leadership.

Cassie's determination, passion, and track record of achieving outstanding results have earned her a reputation as a go-to problem solver. As she embraces this exciting chapter, she is ready to leave a lasting impact in the quick-service restaurant sector, creating a legacy for her children and making her mark in the industry.

Her journey from the corporate world to co-founding Ordinary Concepts showcases her resilience, adaptability, and unwavering commitment to pursuing her passions. With her drive and expertise, there's no doubt that Cassie will continue to achieve remarkable success.

Eliu Palacios

Director Kitchen Operations

Eliu is a highly experienced veteran of the food industry, with an impressive career spanning over three decades. He has held notable positions at Cheesecake Factory, Grand Luxe Cafe, and Crave Cupcakes, where he played an instrumental role in launching multiple locations nationwide.

Eliu's expertise extends to fine dining establishments like Noé Restaurant, Providence, Spago, and Vic and Antony's Stakehouse, where he worked as a pastry chef. He has honed his skills by learning from renowned pastry chefs such as Ramon Morato, Melissa Coopel, Andres Lara, Antonio Bachour, Jean-Philippe Maury, and Cédric Grolet.

Recently joining Ordinary Concepts, Eliu now oversees operations across all kitchen concepts, utilizing his extensive knowledge and hands-on experience to drive positive transformations within the organization. Eliu's unwavering commitment to quality and his strong leadership make him an invaluable asset, ensuring exceptional culinary experiences for customers.

With Eliu's unparalleled work ethic, strategic mindset, and deep understanding of the intricacies of kitchen operations, Ordinary Concepts is poised to achieve new heights. His strong leadership and ability to implement effective systems ensure that the company consistently delivers exceptional culinary experiences.

Sandy, a Houston native and first-generation Vietnamese, has achieved remarkable success as an entrepreneur. Graduating from the University of Houston with an accounting degree, she drew inspiration from her mother's entrepreneurial spirit to forge her own path. Sandy's first endeavor was Pagoda, an upscale Vietnamese bistro.

After successfully managing her initial startups, Sandy redirected her focus towards scaling quick-service restaurants. In 2019, she co-founded Ordinary Concepts and introduced Saigon Hustle, Sunday Press, and Ginger Kale, all-day cafes that proudly showcase her Vietnamese heritage.

Sandy firmly believes that food possesses the extraordinary ability to unite people. Her goal is to achieve a space where relationships can flourish, mirroring the bonds and friendships she have built throughout our years in the food and beverage industry. Her goal was to create a welcoming environment where people could experience meaningful connections and create lasting memories. Whether it's couples having their first dates, individuals celebrating milestones, families coming together, or professionals conducting successful business meetings, she wanted the concepts to serve as a catalyst for these special moments. Her deepest aspiration was to witness a community coming together, forging connections, and weaving beautiful stories that would be cherished for years to come.

Throughout her entrepreneurial journey, Sandy has effectively leveraged her education, cultural background, and passion for food to establish thriving businesses. Not only do her ventures serve as vibrant gathering places, but they also contribute significantly to the local economy by generating employment opportunities and supporting the community.