A Nigerian food vendor based in the United Kingdom, Azeez Olayide, recently shared the journey behind his thriving jollof rice business, which he co-founded with a friend.
Speaking during an interview on My Tasty Naija, Olayide revealed how the pair transitioned from their previous jobs to launching their food venture, aptly named ‘2 Nigerian Boys.’
The idea for the business was sparked in February 2019 at the bustling Spitalfields Market in London’s financial district.
Olayide explained that their venture began as a quest to satisfy their craving for authentic ‘smoky’ jollof rice, which they couldn’t find locally.
“The story was just about two Nigerian friends who loved Nigerian foods so much,” he recounted. “One of them just said, ‘Let’s go to the city and bring jollof rice.”
Their leap of faith paid off on the very first day. The overwhelming demand saw them sell out in just 30 minutes, an experience that solidified their decision to pursue the business full-time.
“Both of us were amazed and looked at each other in the face and said, ‘We need to quit our jobs and start selling Nigerian foods,’” Olayide recalled.
The secret to their success, according to him, lies in the warm reception from customers, most of whom are non-Africans.
“Ninety per cent of our customers are non-Africans, while the remaining 10 per cent are Nigerians. They love the beef when they eat it,” he noted.
Operating as a lunchtime business, they cater to hungry patrons between 12 pm and 2 pm. “It gets crazy here with lunchtime,” Olayide added, emphasizing the buzz around their stall. A key feature of their service is cooking on-site, allowing the aroma to attract passers-by.
The popularity of their food in London has now inspired a new branch in Bristol, based on customer feedback.
While Olayide shared much about the journey, he kept his business partner’s identity under wraps, describing him as the mastermind behind the flavourful jollof rice.
“You can’t see the person performing the magic. The second Nigerian boy is a magician who makes the Nigerian Boys come together for a business,” he said with a smile.
