Founder and CEO of Sooyah Bistro, Olamidun Ogundoyin has turned a modest side hustle into one of Nigeria’s most recognized quick-service restaurant brands. In 2018, she began with just N20,000 worth of stock and a suya mallam in Lagos. Today, she oversees 12 thriving outlets across Lagos and Oyo State, employing hundreds and bringing modernized suya to thousands of customers every day.
Reflecting on her journey, Ogundoyin shared five lessons she wishes she had known before starting a business in Nigeria:
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Success is a marathon, not a sprint. Building a brand takes time, resilience, and consistent effort. Overnight success is rare, and the Nigerian market presents unique challenges that require patience.
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Hack growth quickly – but responsibly. Scaling early is critical, but expansion without proper planning can backfire. Smart, deliberate growth ensures sustainability and long-term profitability.
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Systems are your backbone. Neglect operational processes even briefly, and mistakes multiply. From inventory to staffing, establishing robust systems ensures the business runs smoothly even when you aren’t present. Study the failures and successes of those who came before you, and continuously refine your processes.
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People drive your success. Culture and retention are more critical in Nigeria than in many more developed markets. Investing in employee training, rewarding loyalty, and creating a supportive environment pays off in retention, morale, and consistent customer service.
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Know your customer better than anyone. Nigerian consumers are sophisticated and discerning. Your offerings must reflect their expectations and adapt to their preferences. Falling behind can mean losing relevance fast. Constant engagement, feedback loops, and innovation are essential to stay ahead.
Ogundoyin’s story is more than about suya; it’s about vision, persistence, and leveraging limited resources to create meaningful impact. She grew Sooyah Bistro without bank loans or investors, relying instead on organic growth, customer support, and her own strategic decisions. Her entrepreneurial philosophy emphasizes starting small, learning fast, and staying committed to the long game.
Beyond her restaurants, she supports young entrepreneurs through her “Sooyah Dreams” initiative, providing grants and mentorship to help others turn their business ideas into reality. She believes that Nigeria’s youth should channel energy into building businesses locally rather than seeking opportunities abroad.
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Ogundoyin’s journey shows that even with humble beginnings, calculated risks, relentless determination, and a clear understanding of the market can transform a small investment into a thriving business empire.
For her, the N20,000 that kickstarted Sooyah Bistro wasn’t just a financial start, it was the first step towards proving that ambition, strategy, and persistence can overcome any obstacle in Nigeria’s challenging business landscape.
