Tasty African Food has grown from a single restaurant in Woolwich to 27 outlets across London and Kent without external investment. Founders Michael and Abi Olaleye prioritize quality over rapid growth. Their initial choice not to serve alcohol impacted early profits but later contributed to increased sales. The company plans to franchise to enter new markets such as Birmingham, the Midlands, and Scotland. Alongside their restaurant operations, they produce ready meals and cater for events, generating revenues of £7 million while employing approximately 250 people.
"When we started, it was crazy, looking back," said Michael. "We went from certainty to uncertainty, but the response to Abi's cooking was incredible." Early on, their decision not to sell alcohol, in line with their faith, limited margins. "Most restaurants make profit from alcohol," he explained. "We resolved that - we don't consume alcohol ourselves, but there's nothing wrong with selling it. Once we started, sales increased and people began taking us seriously."
Four years later, they began expanding, inspired by the likes of McDonald's. Today, of their 30 restaurants, 12 operate as franchises. The company plans to use the franchise model to grow beyond what Michael describes as a 'saturated' London market into Birmingham, other Midlands cities and Scotland.
The company's signature dish, jollof rice with chicken, remains its bestseller. "It's very tasty, very spicy, and it's simple when you look at the ingredients," said Michael. "But you can have the same ingredients and produce many varieties."
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