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Catering to Warren Buffett’s son, Liverpool FC and numerous local and international celebrities are but a few of the highlights of Lesego Semenya’s flavourful culinary career.
Until May 2014 he worked at Richard Branson’s private game reserve in the Sabi Sands before returning to his hometown of Soweto to begin focusing on building his business, LesDaChef.
We spoke to the entrepreneur about the power of social media and turning himself into a well-known brand.
What did you do prior to starting your own business?
For the first six years of my working life I was a process engineer for IQ Business. I then travelled South Africa for a year before enrolling at chef school. I worked in various locations and hospitality businesses before deciding to start my own business.
Where did the idea come from?
I think there is a gap for a vocal and well-trained black chef in South Africa who isn’t afraid to go against the grain when it comes to the culinary world. I decided to talk about my profession and journey in order to show people that chefs are actually human and everyday people. The goal is to create a brand around my name, similar to what European chefs have done.
What motivated you to turn it into a business?
Honestly, I dislike working for anyone. I wanted to challenge myself and to see if it was possible to build a brand name around a chef in South Africa. The end goal is to eventually have a product line and chain of restaurants.
How did you make the first sale happen?
People saw my work on social media and asked if they could order or book me ?for events.
When did you officially start operating?
Officially LesDaChef Culinary Solutions began operating in February 2015.
How did you get funding to get started?
I have never received funding. Everything has been built up from savings and profits. I’ve realised, though, for me to achieve all the goals for the business I will need to seek funding soon.
Where do you currently operate? Tell us about your future plans.
I currently operate from my home, which I’ve converted to suit my business. The next goal is to move into a warehouse and to split my business into separate divisions. One will be a stand-alone cake boutique; another will focus on product development; another will be culinary classes; the fourth division will focus on culinary consulting and business ventures; the fifth one will deal with the media and TV show side of things.
What have been the three biggest difficulties you’ve had to overcome?
1. Starting and running a business without having capital or funding has been a challenge.
2. Finding competent staff. I work in an industry where perfection is a must, there isn’t any space to hide mistakes and errors.
3. My business grew at a pace I had not anticipated; the amount of admin that one deals with when running a business is immense! I’ve actually missed out on big opportunities due to being swamped by admin and not replying to all messages on time.
Biggest lesson learnt?
Always be honest with your clientele and customers. Don’t be defensive. Even in business the principles of ubuntu apply.
Career highlight(s)?
Too many to name. Personally being a chef for Richard Branson and also being a judge on Top Chef would rank up there though.
How tough is competition in your sector, and what differentiates your product and service from others?
Competition in the sector I work in is immense, but the industry is large enough for all the players in it. My business is different from your typical chef business in that I make sure all I do is linked to my personal journey and where I’m from. Every dish I serve is linked to Soweto or to my background somehow.
How many people do you currently employ?
At the moment two people, but I’m in the process of building up a chef brigade of young people from townships who have the culinary talent but don’t have the finances to afford chef school.
What is the best business advice you’ve ever received?
Keep it simple.
What was unexpected?
I didn’t expect to be well known or get this much media attention so quickly. Being recognised in public still shocks me.
How do you stay motivated?
I focus on the ultimate goal and plans. Talking to friends and partners about my plans helps a great deal. It also gives you a chance to use them as a sounding board. I also check what other chefs and players in the international market are doing.
What are your non-work habits that help you with your work-life balance?
I love reading. So the knowledge that I’ve gained from reading and feeding my mind has helped me in my business via social media; I even created the hashtag #ChefTip based specifically on the sharing of my knowledge. I tweet a lot, it helps me release stress, and interacting with people on social media also helps my business.
What is your three-year goal for your company?
To own an organic farm where I grow my own produce for my restaurant, linked to a culinary school and factory where we will produce a line of various LesDaChef products.
This is a shortened version of an article that originally appeared in the 10 November edition of finweek. Buy and download the magazine here.
Until May 2014 he worked at Richard Branson’s private game reserve in the Sabi Sands before returning to his hometown of Soweto to begin focusing on building his business, LesDaChef.
We spoke to the entrepreneur about the power of social media and turning himself into a well-known brand.
What did you do prior to starting your own business?
For the first six years of my working life I was a process engineer for IQ Business. I then travelled South Africa for a year before enrolling at chef school. I worked in various locations and hospitality businesses before deciding to start my own business.
Where did the idea come from?
I think there is a gap for a vocal and well-trained black chef in South Africa who isn’t afraid to go against the grain when it comes to the culinary world. I decided to talk about my profession and journey in order to show people that chefs are actually human and everyday people. The goal is to create a brand around my name, similar to what European chefs have done.
What motivated you to turn it into a business?
Honestly, I dislike working for anyone. I wanted to challenge myself and to see if it was possible to build a brand name around a chef in South Africa. The end goal is to eventually have a product line and chain of restaurants.
How did you make the first sale happen?
People saw my work on social media and asked if they could order or book me ?for events.
When did you officially start operating?
Officially LesDaChef Culinary Solutions began operating in February 2015.
How did you get funding to get started?
I have never received funding. Everything has been built up from savings and profits. I’ve realised, though, for me to achieve all the goals for the business I will need to seek funding soon.
Where do you currently operate? Tell us about your future plans.
I currently operate from my home, which I’ve converted to suit my business. The next goal is to move into a warehouse and to split my business into separate divisions. One will be a stand-alone cake boutique; another will focus on product development; another will be culinary classes; the fourth division will focus on culinary consulting and business ventures; the fifth one will deal with the media and TV show side of things.
What have been the three biggest difficulties you’ve had to overcome?
1. Starting and running a business without having capital or funding has been a challenge.
2. Finding competent staff. I work in an industry where perfection is a must, there isn’t any space to hide mistakes and errors.
3. My business grew at a pace I had not anticipated; the amount of admin that one deals with when running a business is immense! I’ve actually missed out on big opportunities due to being swamped by admin and not replying to all messages on time.
Biggest lesson learnt?
Always be honest with your clientele and customers. Don’t be defensive. Even in business the principles of ubuntu apply.
Career highlight(s)?
Too many to name. Personally being a chef for Richard Branson and also being a judge on Top Chef would rank up there though.
How tough is competition in your sector, and what differentiates your product and service from others?
Competition in the sector I work in is immense, but the industry is large enough for all the players in it. My business is different from your typical chef business in that I make sure all I do is linked to my personal journey and where I’m from. Every dish I serve is linked to Soweto or to my background somehow.
How many people do you currently employ?
At the moment two people, but I’m in the process of building up a chef brigade of young people from townships who have the culinary talent but don’t have the finances to afford chef school.
What is the best business advice you’ve ever received?
Keep it simple.
What was unexpected?
I didn’t expect to be well known or get this much media attention so quickly. Being recognised in public still shocks me.
How do you stay motivated?
I focus on the ultimate goal and plans. Talking to friends and partners about my plans helps a great deal. It also gives you a chance to use them as a sounding board. I also check what other chefs and players in the international market are doing.
What are your non-work habits that help you with your work-life balance?
I love reading. So the knowledge that I’ve gained from reading and feeding my mind has helped me in my business via social media; I even created the hashtag #ChefTip based specifically on the sharing of my knowledge. I tweet a lot, it helps me release stress, and interacting with people on social media also helps my business.
What is your three-year goal for your company?
To own an organic farm where I grow my own produce for my restaurant, linked to a culinary school and factory where we will produce a line of various LesDaChef products.
This is a shortened version of an article that originally appeared in the 10 November edition of finweek. Buy and download the magazine here.
