Name: Rashad Frazier
Location: Jersey City, New Jersey
What makes your business unique: Our uniqueness can be found in our creativity and presentation. We celebrate cooking and cooking well, but we really try to raise the bar when it comes to presentation and re-interpreting classic dishes.
How you got your start: I grew in Charlotte, NC. I arrived in New York City in 2009 right after graduating from Howard University. It didn’t take long to realize dating in NYC wasn’t cheap. So, at the recommendation of my father, I started cooking. In the beginning, I was awful. I burned rice. I even burned water! But overtime I found cooking to be therapeutic and relaxing. I began blogging about it in 2013 and eventually began catering for friends and family. When I was laid off from job in 2016, I started catering and selling my products full-time.
One piece of advice you have for other food entrepreneurs: Early on I was so anxious to land jobs, I would often give discounts. Knowing what I know now, I would tell every food entrepreneur not to compromise your price. Stick with it and believe it. Eventually clients and your network will respect it.
What do you wish you had known before you started your business: I wish I had a better understanding of food cost and pricing out a menu. I can’t stress enough how critical this part is. You can be the best chef in the world, but without having a grasp on the math you will be miserable.
What’s your greatest challenge in your business and how are you overcoming it: My greatest challenge in my business is finding a balance between ego and being practical. For me, cooking a meal is about creating an experience. You want that experience to be timeless and sometimes this can hurt you when working with a client’s budget, finalizing a menu and/or how you want something plated.
What are you most proud of about your business: What makes me the most proud is watching something we created out of nothing evolve into a self-sustaining, income-generating success. Words cannot express how good it feels to have your own business doing what you love to do.
What’s yummy about being a food entrepreneur: I love the lifestyle. I get to meet new people, create lasting experiences for people and travel, and I’m allowed to be as creative as I want to be. Doesn’t get any better!
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