Jollof Café is more than just another eatery; it is the brainchild of Dr Toyin Oyekanmi, a man whose journey from Lagos, Nigeria, to Johannesburg, South Africa, has been marked by resilience, vision, and a deep sense of purpose.
Jollof Café is more than just another eatery; it is the brainchild of Dr Toyin Oyekanmi, a man whose journey from Lagos, Nigeria, to Johannesburg, South Africa, has been marked by resilience, vision, and a deep sense of purpose. With a diverse background in banking, and television production, and a PhD in motion pictures from Tshwane University, Dr. Toyin’s story is one of transformation and innovation. His unwavering principles and life experiences have shaped Jollof Café into a uniquely African culinary hub that serves not just food, but also a rich slice of culture.
A Story of Resilience and Life Lessons
Dr. Toyin Oyekanmi’s keen sense of principles immediately stands out in conversation. He speaks with wisdom born of experience, transforming life’s events into lessons from which deeper meanings and principles emerge. A tragic event marked Dr. Toyin’s journey to South Africa: his three-year-old son’s battle with leukemia. He recounts the painful experience that ultimately brought him and his wife to Johannesburg, where they later found hope and new beginnings with the birth of two more children.
Despite the heartache, Dr. Toyin saw the potential of South Africa as a place of growth and opportunity. This sense of resilience, coupled with his passion for bringing West African culture to South Africans, eventually led to the creation of Jollof Café. As he puts it, “South Africa is fertile land because it gifted us new beginnings after such a great loss.”
The Birth of Jollof Café: A Fusion of Culture and Innovation
The idea for Jollof Café took root during the challenging times of the COVID-19 pandemic when Dr Toyin’s TV production ventures were put on hold. Drawing from his extensive background in banking and his keen understanding of business dynamics, he recognised the need to adapt traditional business models to the evolving market conditions. He used this insight to establish Jollof Café, a venture that has since grown to include three restaurant branches and three grocery stores across Gauteng.
When asked to describe Jollof Café, Dr Toyin eloquently explains it as an e-marketplace that serves the West African community in South Africa. He calls it “a home away from home,” catering to the needs of those looking to connect with their roots through food, groceries, and beverages that remind them of home.
Jollof Café: More Than Just a Restaurant
Dr. Toyin has segmented Jollof Café into four distinct categories that together provide a comprehensive experience of West African culture:
- Jollof Food: Serving in-house prepared meals that are a feast for the senses, bringing the best of traditional West African dishes to the table.
- Jollof Mart: An all-in-one grocery stop for those who prefer to prepare their own authentic meals at home using the finest ingredients.
- Jollof Drinks: Offering imported West African beverages with health benefits, catering to those who value wellness and traditional flavors.
- Jollof Pay: An innovative service providing financial solutions for those supporting loved ones back in West Africa.
This unique combination of services is part of Dr Toyin’s vision to change perceptions about Nigerians and to establish Jollof Café as the leading West African brand in South Africa.
A Vision for Accessibility and Growth
Dr. Toyin’s background in banking played a pivotal role in shaping Jollof Café’s business strategy. He realised that in a world adapting to post-COVID realities, accessibility is key to survival and success in the food industry. Drawing on the principles of customer convenience that banks employ, he positioned Jollof Café in prime locations and harnessed the power of technology to reach his audience. This strategy has paid off, with Jollof Café ranked as one of the top brands by Uber Eats and Mr Delivery in several locations.
His decision to pull out from a previous business venture in January 2021 and pursue his own vision has proven to be a masterstroke. While the former venture faced difficulties, Jollof Café has thrived, with plans to expand into new areas like Roodepoort and Bedfordview, and additional operations at the Fourways Farmers Market. There are even discussions underway with South African shopping centers to expand distribution across malls, signaling a bright future for the brand.
Connecting Communities Through Food
Dr. Toyin Oyekanmi’s goal is clear: to use Jollof Café as a bridge that connects West Africans in South Africa to their roots, while also sharing this rich culture with South Africans. His journey is one of resilience, innovation, and a deep love for his heritage, all of which are evident in the success of Jollof Café.
By blending his principles with life experiences, Dr. Toyin has turned adversity into an opportunity to create a thriving business that not only serves delicious West African food but also builds a community. As he continues to expand his vision, there’s no doubt that Jollof Café will remain a testament to his unwavering belief in the power of food to unite people across cultures.
Jollof Café stands as a symbol of what can be achieved when passion, resilience, and innovation come together.