Nigeria - Startup under 3 years old

Describe your project or startup in a few words

ÀTIJẸ means 'how we eat'. We explore Nigerian cuisine and its fine dining expressions through our monthly pop-up restaurant and our private dining and canapé service. Through cuisine, we share the stories of Nigerian food and culture.

01.01 Describe your startup in more detail

At ÀTIJẸ, we believe that how we eat tells a lot about who we are as a people, who our ancestors were and who we have the potential to be in the future. We believe in the power of food to build bridges and foster unity in our nation. Therefore, we create beautiful and delicious dishes that tell the stories of who we are. Our menus are thematic- based on various aspects of our cuisine and culture. We offer multi-course immersive fine dining experiences that showcase the beauty of Nigerian food and culture. We adopt an intimate dining style (between 2 to 25 guests), all seated together on one table to enjoy Nigerian cuisine.

01.02 What is the main problem you are trying to solve?

Whilst in culinary school in Switzerland, our founder- Chef Moyo saw a lot of different cuisines being celebrated, but West African cuisines were poorly understood and underrepresented. This created a desire in her to promote and share indigenous Nigerian cuisine through multi-course fine dining experiences. We also live in a time and age where 'foreign' is still considered to be better. One of our main goals is to change the narrative around Nigerian food, cuisine and ingredients. We do have a wide variety of valuable, healthy and delicious produce: from Jos strawberries and guavas, to Benue mangoes and even Abakaliki rice. Nigerian ingredients, spices and cooking techniques are versatile, beautiful and important. The world needs to see the value of our cuisine and we are on a mission to make sure that happens. We are changing the narrative and framing new perspectives, one dining experience at a time.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

-It promotes an appreciation of local cuisine and culture. -It informs our guests about the various ways they can use and enjoy local produce and ingredients. -It informs our guests about the health benefits of local ingredients. -It provides a platform to unite Nigerian cuisine- thereby encouraging unity and collaboration. -It puts Nigerian cuisine and its fine dining expressions on the global culinary map, eliminating the vacuum that often exists

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Our target customers are: -Young people looking for an experiential opportunity to enjoy local cuisine -Business people, companies and corporations, looking to treat their staff or introduce their clients and expatirates to Nigerian cuisine and culture -Creatives of all ages, looking for a culinary adventure -Families with older children looking for an educational, yet fun dining experience

01.05 When was your company established?

2022-04-25

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

0

01.08 Among the other owners, how many are female?

0

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

NA

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://www.instagram.com/atijeexperience/ www.atije.com

01.11 Which industry best describes your project?

Other: Hospitality- Food and Beverage

02.01.01 My startup contributes to the No poverty goal

2

02.01.02 No poverty - Justification for my startup

As a food and beverage company, we practice CSR. On a quarterly basis, we distribute cooked food packs to underprivileged individuals in our community. From inception, we have donated over 300 packs of food.

02.02.01 My startup contributes to the Zero hunger goal

4

02.02.02 Zero hunger - Justification for my startup

In promoting the utilisation of local produce and ingredients. Local produce such as millet and fonio/acha have the ability to change the level of hunger and nutrition of the poorest in our society, if only we are able to change our mindsets. At our experiences, we advocate for the adoption and use of these and more as staples in the Nigerian diet. They are affordable, nutritions, environmentally friendly and easy to grow. As a food and beverage company, we practice CSR. On a quarterly basis, we distribute cooked food packs to underprivileged individuals in our community. From inception, we have donated over 300 packs of food.

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

Through our experiences, consulting work and social media, we promote balanced diets, more plant based and including a wide variety of fruits, vegetables, grains, legumes, herbs, spices as well as balanced proportions of animal products. We work to change the narrative that a balanced and delicious meal is focused on animal protein, instead it is well balanced, using a variety of local produce in season to achieve a well balanced diet. We also work to change the narrative that 'good eating' means you have to have a variety of imported food on your plate, instead we promote the understanding, use and enjoyment of our locally produced ingredients, condiments, herbs and spices.

02.04.01 My startup contributes to the Quality education goal

4

02.04.02 Quality education - Justification for my startup

We train and educate our hospitality staff- from kitchen staff to waiters and front of house managers, we equip them with theoretical and practical training to enable them do their job well and develop into well rounded individuals. We have monthly learning sessions by staff, for staff to encourage research and learning about various aspects of our industry, soft skills and to keep ourselves up to date on changing trends and new techiques.

02.05.01 My startup contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification for my startup

ÀTIJẸ is very focused on gender equality. We treat all genders with equity and encourage each individual to reach for their highest goals. In a male-dominated industry, we have an all-female kitchen team, made of young and resilient women, changing the narrative and working hard to serve our guests.

02.06.01 My startup contributes to the Clean water and sanitation goal

1 - Strongly Disagree

02.06.02 Clean water and sanitation - Justification for my startup

We are sensitive to provide our guests with the best quality of water and we recycle our plastics.

02.07.01 My startup contributes to the Affordable and clean energy goal

2

02.07.02 Affordable and clean energy - Justification for my startup

We use a mix of traditional sources of energy and solar to power our activities.

02.08.01 My startup contributes to the Decent work and economic growth

6

02.08.02 Decent work and economic growth - Justification for my startup

We ensure to provide conducive working environment for our staff and we promote the growth of the economy by hiring locally and using local produce.

02.09.01 My startup contributes to the Industry innovation and infrastructure

6

02.09.02 Industry innovation and infrastructure - Justification for my startup

We are an innovating company, each of our monthly pop-up restaurants has a new menu, showcasing the diversity of Nigerian cuisine and culture. We have so many tribes and ethnicities, we don't stick to just the major ones, we ask questions, explore markets and research to find out more about ethic minorities and we represent them in our cooking.

02.10.01 My startup contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification for my startup

ÀTIJẸ is very focused on equality. We treat people from all genders, ages, cultures and backgrounds with equity and encourage each individual to reach for their highest goals. In a male-dominated industry, we have an all-female kitchen team, made of young and resilient women, changing the narrative and working hard to serve our guests.

02.11.01 My startup contributes to the Sustainable cities and communities goal

5

02.11.02 Sustainable cities and communities - Justification for my startup

We are committed to see our city improve. We recycle all our plastics and we ensure we dispose of all our waste appropriately. We grow a herb garden and use this to garnish our meals.

02.12.01 My startup contributes to the Responsible consumption and production goal

4

02.12.02 Responsible consumption and production - Justification for my startup

We manage our waste responsibly, recycling what can be and disposing of all else well, whilst minimising unnecessary wastage.

02.13.01 My startup contributes to the Climate action goal

2

02.13.02 Climate action - Justification for my startup

We help to minimise climate change by using locally produced ingredients with a low carbon footprint and low carbon miles.

02.14.01 My startup contributes to the Life below water goal

4

02.14.02 Life below water - Justification for my startup

We are very particular on how we source our seafood- from local suppliers, who fish responsibly and from reliable sources for the safety of the life below water and the safety of our guests,

02.15.01 My startup contributes to the Life on land goal

5

02.15.02 Life on land - Justification for my startup

We grow a herb garden and we ensure we buy our produce from trusted suppliers- preferable directly from the farm. We ensure traceability wherever possible.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

6

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

We are a collaborative organisation where we resolve issues and promote a friendly and healthy working environment.

02.17.01 My startup contributes to the Partnerships for the goal

4

02.17.02 Partnerships for the goal - Justification for my startup

We encourage collaboration on all levels, from our staff to organisations we partner with as we believe we go further when we work together,

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

2

06.02 The product/service represents an entirely new type of product/service.

4

06.03 The product/service could be described as a new technology.

2

06.04 The product/service is an improvement on an existing product or service.

3

06.05 The product/service could be described as an extension of a range of products or services.

3

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

5

06.07 The product/service is a new version of an old product/service.

3

06.08 Justification for my startup

ÀTIJẸ is a unique business concept. However, we are building on the shoulders of chefs and companies that have gone before us, blazing the trail in creative local cuisine. However, we have created our own unique menu and experience that is unique to who we are and the service we provide.

06.09 Competitive Analysis

The food and beverage market is large, however our key competitors are: - African inspired or afro fusion private chefs and restaurants -Experiential restaurant concepts -Upscale restarunats -Private Chefs We are different because of our focus on Nigerian cuisine using local produce and telling stories. We adopt an intimate one-table concept and each of our menus tell a story.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes I am. We have a fully-female kitchen team. I encourage them to work on their own creative menus based on local ingredinets, take opportunities that come their way, learn and develop themselves further. I shuffle their responsibilities to push them out of their comfort zone and encourage their growth.