Bizmag chats to Thabiso Mhlongo and Valentia Chokoe, two dynamic food entrepreneurs who are both beneficiaries of the Momentum Metropolitan and MyDough’s incubator that aims to support young entrepreneurs.
Thabiso Mhlongo (30), Epicure Bitez
“Rest, and then get back to your beast mode to climb the mountain.”
For Thabiso, his passion for food and the idea to open a restaurant came to him while he was working as a barista. “I was working at a health food franchise while looking for an apprenticeship to qualify as a Civil Engineer. I was so inspired and thought, ‘I can do this on my own one day’. And so my journey and vision about opening a restaurant started.”
For the next two years he daydreamed about his logo and the food he would serve, until he eventually worked up the courage to take the risk. “In December 2020, I registered my business and a week later, on 27 December, I had my first pop-up. And now, here we are today,” he says proudly.
Epicure Bitez was the first eatery in Atteridgeville to introduce tacos to the area. They also sell succulent wraps, gourmet burgers made with homemade beef patties, and juicy and tender chicken wings. “It’s not just eating out, it’s a gourmet dining experience where we use only fresh ingredients to create mouth-watering meals in a Kasi environment. I love cooking and playing with different herbs and seasonings in the kitchen as it is my comfort space,” he adds.
In addition to himself as head chef and founder, Thabiso employs two more people, one as head of marketing and content creation, and a sous chef. “I hope to create more employment opportunities for young people in his community,” he says.
Thabo shares with us:
Q. Tell us about early days — what was the biggest challenges you encountered, and how did you fund your startup?
You know, when I think of this question it really brings a lot of memories on how I thought that starting up would be easy — it really wasn’t.
The biggest challenge was finding capital to fund this dream of mine. After resigning from my previous workplace as a customer care agent at one of the loan companies in Pretoria, I summoned my courage and used my last salary to buy a gas grill from Megamaster as my first piece of equipment. Little did I know, I had a long way to go. I still had to get stock to plan for the pop-up with just R700 left in my name.
I approached my friends and family to fund this pipe dream that no one understood. But because I believed that it was going to work out, my close friends helped with a bit of capital, and my parents did what they could, especially by getting me a deep fryer.
The hardest part now was promoting the business, because no one knew about Epicure Bitez. People only knew me as a dancer back then! But by the grace of God everything came together and the launch was a success.
In the midst of stress, predicaments and all, I learned that if something really means a lot to you, it’s possible — regardless of limited resources, just do it! Opportunities will get you ahead.
Q. How did you land your first clients? What are your top customer service tips, and how do you market yourself?
Now that is a very interesting question, because if I remember very well, my first customers were my family and friends. They sent money to pre-book their spot at our pop-up, and then they started sharing content on their social media platforms to promote our business.
My top customer service tip would be that customer satisfaction is the key to retaining customers and keep them coming back. Give your customers a great service, a quality product and make them feel part of your brand. Because remember: some people support the person more than the product. So if I have a good personality and treat people right, it will reflect in my business and that’s a win!
Lastly, in terms or marketing, we find that social media is the best tool. Yes, word-of-mouth is a thing, but now we live in a digitalised world where information is at our fingertips and many people spend their time on social media. Facebook, Instagram, TikTok, Twitter and LinkedIn are where I promote myself and the business.
Q. How do you keep your standards high?
By focussing on being the best eatery that serves nothing but amazing meals to our customers. Even our slogan says this, and I quote “Your favourite tastebuds enticer!”
To set a standard is easy, but to maintain that standard is what sets us apart from our competitors. Our level of consistency got us this far and in this industry they are not ready for us. Watch this space.
Q. What are your growth plans for the next year, and how do you plan on achieving that?
This is easy — honestly it’s being consistent and dedicated to the process.
I became a Tshwane Metropolitan Collective Shapers Finalist, and that was actually the catalyst in taking my business to a next level. From the program itself, to going through master classes to learn about running business and maintaining it, to pitching my business to the Dragon’s Den judges and actually being selected as one of the Top 10 and receiving R50 000 business funding to grow my business was game changer.
This achievement and opportunity also extended into being a beneficiary of the Momentum Metropolitan & My Dough incubator program. So, my plan is to grow more, especially now that I have the resources, with people supporting my growth and these institutions making sure that I am heading in the right direction. With that, we expect to increase our revenues, achieve more profitable margins in our sales and attract a new market with customers to support us.
Q. We hear a lot about the ‘entrepreneurial mindset? What does that mean to you?
If you have the mindset of an entrepreneur you are destined for success. Yes, this is not for the faint hearted, and you are going to experience sleepless nights, worry about not having made any sales, and second guess whether running a business is really worth it. But if you have the courage, toughness and a sharp mindset to succeed, then this is for you.
Growing and building something from the ground up is not easy, especially when you do not have capital, but just a dream and a vision. Do not give up.
Q. What is your favorite aspect of being a business owner, and the hardest part?
Honestly, my favourite aspect is that I get to take my customers on an inspirational journey of how I became the person I am today. When I prepare meals, you can tell I am doing it with passion, and that alone becomes a beautiful thing to watch.
Another aspect is that I get to do something that I love, which again helps me grow. If I was only doing it for the money, I doubt the business would be here today.
The hardest part would have to be dealing with the economic changes in terms of inflation rates, reaching our target market since what we do is unique, and capital of course. Some days I might not make sales at all, some days are fruitful and some days we are winning… but we found solutions to counter these challenges in our way, and I can say that we are getting there.
Q. And lastly, what are your top 3 pieces of advice to your fellow ‘treps?
- There is a quote from my favourite motivational speaker, Les Brown, that inspired me while I was still just daydreaming about starting my business. He said: “Don’t judge the possibilities of what you can do based upon the circumstances, because the circumstance won’t determine who you are. Don’t determine what you are able to do based upon the resources. Don’t determine what’s possible for you based upon where your life is right now, where your life is right now that’s not you. That’s just what it is right now… but the possibilities for you are UNLIMITED if you are in a rebuilding process.”
- Do not quit! I got this far, and I believe I am yet to encounter more mountains, but do not quit. Rest, and then get back to your beast mode to climb the mountain.
- Lastly, treat every customer, client or business associates/partners with respect. You never know who will connect you with the right people to elevate you and your business.
Valentia Chokoe (34), Hunadi Malope Catering Services
“For me an entrepreneurial mindset means taking risks, and responding to the new trends and constant changes in this industry.”
Valentia has entrepreneurship in her blood, and cites her family’s spaza shop as where her love for business first developed.
Her personal journey in entrepreneurship began when the corporate company she worked for relocated. “Unfortunately I couldn’t go with them as I had just given birth, so I decided to take my passion for cooking and turn it into something profitable. That’s when I launched and advertised my catering business. I started following prominent people within the same industry as me to gain insight and direction on what to improve, and also how to unlock more opportunities. I also attended short courses to equip me in managing my business,” she recounts.
Hunadi Malope Catering Services provides cooked food and beverages for a wide variety of events, offering customised menus and different packages. Depending on the size of the event, Valentia outsources employees on a part-time basis.
“I take pride in my work, and I love having people sample my food. We also save people the energy and time that comes with food preparations. We aim to delight guests and set the tone for their experience,” says Valentia.
Q. Tell us about early days — what was the biggest challenges you encountered, and how did you fund your startup?
It was a bit tricky, because I had to hire the equipment to do my work. I also struggled with getting clients and retaining them.
Finding the right people to help with food preparation was also challenging, as food preparation requires people who understand the importance of a clean working environment and good food presentation. I had to always make sure that the people that I bring on board fit the expectations, however I took it upon myself to teach them about food safety management.
I had to use a portion of my Provident fund to buy standard equipment and for marketing purposes. From there I had to use my profits to buy more things that the company needed.
Q. How did you land your first client? What’s your top customer advice, and how do you market yourself?
My first client was a referral from one of my acquaintances as they had tasted my food before.
My top customer advice, especially with regards to events catering, will be to always make sure that you have your client’s expectations in writing and both of you agree — like everything has to be in black and white. Also, it is important to do research about the clients you are going to serve.
I market my business via social media, attend networking events and pop-up markets.
Q. How do you keep your standards high?
I am always researching new trends and also trying out new recipes.
Q. What are your growth plans for the next year, and how do you plan on achieving that?
My aim for the next year is to be onboarded by corporates and organisations as their preferred supplier. This would mean more work and profits, which will enable me to open a restaurant where people can come and enjoy delicious meals. So, working on my marketing plans and taking operational steps are very important.
Q. We hear a lot about the ‘entrepreneurial mindset? What does that mean to you?
To me it means taking risks, and responding to new trends and constant changes in this industry. Also to always continue building my brand and business.
Q. What is your favorite aspect of being a business owner?
I get to use the passion and creativity that drives me to get up every morning and work on my business. I get to do what I love in the field that I enjoy, and also get to build my business based on my believes and values, whilst also creating employment.
Q. And lastly, what are your top 3 pieces of advice to your fellow ‘treps?
- Always remember why you started and also let that be the reason that keeps you going.
- Set goals for yourself and your business and work on them.
- Financial knowledge is very important. Even if it means taking a short course for financial management, do it.
