By Marie-Antoinette Issa.
Step inside Mt Lewis Pizzeria on any given morning and you’ll likely find a queue snaking out the door, a cloud of za’atar-scented steam rising from the ovens and one man at the heart of it all - Jason Tarraf, better known to his followers as ‘The Manoush Man’.
"It means everything,” Jason says of the shop’s 20-year anniversary. "This business has been part of my life since I was a kid. It’s more than just a shop - it’s a reflection of my family, our culture and the community that’s supported us all these years. To be here 20 years later, stronger than ever, is a blessing.”
Built from scratch by his parents, Mt Lewis Pizzeria began as a humble neighbourhood bakery. In 2021, Jason officially took over, stepping into the shoes of the people who inspired him most.
"It was emotional. My parents built this from nothing with their bare hands and stepping into their shoes came with a lot of responsibility. I had a clear vision - I wanted to modernise without losing our soul. To be able to continue my family's legacy - to be trusted with that – means so much. Of course, I still call on them for advice all the time.”
The values his parents instilled remain the bakery’s compass today. "Stay humble, work hard and treat people like family - whether it’s staff or customers. They always reminded me that success isn’t just about the money, it’s about heart and consistency and the community you build as you go.”
Build the community he has - both in-store and online. Jason’s persona as ‘The Manoush Man’ was born organically, thanks to his energetic, down-to-earth presence on Instagram.
"I think people just started calling me that because I’m always on the screen advertising manoush! I’d be in videos, behind the oven, talking about the food…and one day someone said ‘That’s the Manoush Man’ - and it stuck.”
Some of his videos have clocked more than 500,000 views, transforming the pizzeria into something of a pilgrimage site for food lovers.
"Honestly, no,” he says of the unexpected attention. "I just started showing people who we are and what we do. No filters, no pretending.
"I think that realness resonated with people, especially when they could see the passion behind the food. It helps when you’re not afraid to show a little personality or inject some humour into things. We take our manoush seriously but we’re also okay having fun with things – people are attracted to that. Now more than ever.”
One thing’s for sure though: it’s not just hype surrounding ‘Manoush Man’ - it’s foot traffic that keeps Mt Lewis Pizzeria alive.
"We’ve had people drive hours, catch flights and even tourists from overseas come straight from the airport. It’s surreal. Social media turned us from a local spot into a destination.”
So, what’s his secret to social media success?
"I keep it real. I talk how I talk, I wear what I wear, I show what we do and I never try to be something we’re not. People can tell when something’s authentic. I think the combo of humour, storytelling and heritage is what cuts through.”
Now, with the recent opening of a second outpost in South Hurstville, the brand’s future looks hotter than a fresh-out-the-oven sujuk wrap.
"The response has been massive. We designed the store to feel like a modern extension of our culture - warm, energetic and visually inviting. It’s bigger, more open and geared to handle the high volume we’re seeing. I wanted it to feel like a home away from home for everyone who walks in. The sandstone has been imported from Lebanon and a lot of the interior design was inspired by the mountain churches there – the high ceilings and exposed rafters. It’s all a tribute to our roots.”
With more than 2000 manoush baked daily, Jason has built a business on what many would consider a humble flatbread. To him, it’s so much more.
"It’s simple, nostalgic and hits the soul. Manoush is more than food - it’s comfort. It’s what your mum would make on a Sunday morning or what you’d grab before school. There’s something about that mix of za’atar, fresh dough and love that goes into it that never gets old - for me, especially.
"For those that may come from a different heritage, I think it’s just something that hits the spot. There’s no bells and whistles, it’s just good, hearty and delicious food with flavours you don’t get at your usual pizza restaurant.”
One item in particular - the meat & cheese explosion - has become an online star in its own right. "That one started as a joke in the kitchen - like ‘what if we just went over the top?’ We tried it, tasted it and said, ‘This is dangerous.’ It blew up online and now it’s one of our most iconic items. It’s indulgent, fun and a little bit cheeky - just like us.”
Balancing tradition and innovation is a tightrope Jason walks with pride. "Respect the roots, but don’t be afraid to experiment. We’ll never touch the classics like za’atar or cheese, but we’ll play around the edges. If it makes people smile or sparks curiosity, I’m open to it - as long as it doesn’t lose the Lebanese soul.”
Through food, humour and heritage, Jason is also helping shift the narrative around Lebanese culture in Australia. "I hope so. A lot of people only see one side of Lebanese culture. I want to show the warmth, the pride, the laughter - and of course, the food. If we’re making people smile and shifting mindsets at the same time, that’s a win.”
So, what’s next? A third store? "Third store? Definitely. Franchising? Possibly. Right now, I’m focused on building systems so we can scale the right way - without losing quality. I want every new shop to feel just as special as the first one.”
When it comes to his personal favourites? Jason doesn’t skip a beat. "Honestly all of it when it’s made by my mum. My absolute favourite dish ever would be fasoulya w res which is pretty much beans slow-cooked with meat and served with rice. It literally takes like half a day to cook it so it needs to be made with love and care. All the food reminds me of my childhood, family gatherings and those moments around the table that mean everything.”
With a heart full of heritage and dough-dusted hands, Jason Tarraf isn’t just baking manoush - he’s building memories, one mouthful at a time.
