October is Black History Month in the UK. Just Eat for Business sat down with one of our vendors, Souldeliciouz, and got to know them better.
Tell us a bit about yourself and your business
I'm Joyce Iyinolakan, and I founded Souldeliciouz with my husband Tunde. Souldeliciouz is a Mobile Catering Company specialising in Nigerian and Jamaican dishes. We make popular dishes such as Jerk Chicken, Beef Suya, Curry Goat, Jollof Rice, Rice n Peas, Coconut Curry Veg and so much more.
It’s an idea that’s been around for almost twenty years, but really kicked off when I met my husband and he pushed the idea of starting the company, because my passion has always been about cooking and creating dishes. We have over 25 year experience in both cuisines and have been catering for the public, markets, corporate businesses and music festivals for almost 10 years.
We aren't called Souldeliciouz for no reason! We do delicious food, just like grandma's cooking - it makes you feel warm and cosy inside! We use the freshest of ingredients plus produce our own sauces and spices that we use to marinate our meats.
Our goal is always to prepare these popular dishes as authentic as they are supposed to be. Our Jerk Chicken is charcoal grilled and smoked just like it's done in Jamaica, and we've even been dubbed by our customers as serving the best Beef Suya and Jollof Rice in London!
Our passion is making delicious foods for the soul. We thrive on making people happy with our food.
The theme for 2022’s Black History Month is ‘Time for Change: Action Not Words’. What does this mean to you?
Being honest, to us as individuals, the history of black people is the history of humankind. We feel that to relegate it to a 1-month celebration in the same month as Halloween is disrespectful. We believe that there isn't enough about Black history that's taught in schools - it’s a month that comes by and quickly forgotten.
Although we as Black African business owners benefit from the month of October, we would prefer that it wasn’t celebrated in a way as to give special treatment to Black people for one month of the year. We feel that during the rest of the 11 months, it should be just as important.
For us, we see it that we're not only Black in October. Why choose to only see us this month when you can see us all year round? We feel like you shouldn't need a specific reason to enjoy all sorts of food and celebrate these things. May there always be a fair playing field for all people not just a particular group of people.
That is our belief for action, not just words.
What are you most proud of in your career?
That we both built our business as a food brand from the ground up. That we have a following and very loyal customers that keeps us very busy and we appreciate them a lot.
Are there any other companies and/or business models you like or admire?
We really like and admire Pepe’s Peri Chicken; their food is so delicious and authentic. They are also a franchise, and we'd like to franchise our business one day. We admire Pepe’s, they have made sure their taste has not been compromised via the franchise. We have eaten at Pepe’s in London and in Birmingham and they all have the same great taste.
What would you like to achieve next for Souldeliciouz?
We would like to franchise the food catering aspect of our business. We've been doing this for a very long time so we would love to expand this nationally, so that more people can enjoy our food.
We pride ourselves in creating tasty food and as we produce all the sauces and spices that we use to prepare all our dishes - our food will always be unique and different from others.