FRANCIS
Founder – Grind Grills
Co-founder – The Grill Mall, Lekki
5 osapa road, Osapa london, Lekki / 7a Admiralty Road lekki 1
@grindgrillcafe / 09066083535
Francis is the Founder/Managing Director of Grind Grill Cafe Established in 2009; Grind Grill Cafe is an extension of his ‘GRIND’ brand which dates back to 1995.
Can you please introduce yourself and tell us about your background and your brand?
– Grind –
My name is Francis Uchenna Ebie.
My dad is Delta-Igbo and my mum is from Ekiti. I schooled in Festac Town Government College, Ijaniki, and got my first degree from University of Lagos. I studied Business Administration and I’m married with 2 kids.
The ‘Grind’ brand started way back in my University days; almost 22 years ago. Back then, it was ‘Grind entertainment’ and that ran till 2007. I’d always loved to do business even during school days. I organized Rave parties while in college, which gave me some financial independence. Interestingly, the brand lasted even after I graduated. In 2002, I became a club manager at 11:45 V.I, then rated one of the biggest clubs in Lagos. I also worked in a Marketing company that took me to 36 states in Nigeria, activating products for Multinationals across the country.
Starting days for business including funding?
– Grind –
From my university days, even while throwing raves, I’d rush home from work to sell grilled turkey and chips. My then girlfriend who I am married to used to help peel the potatoes for chips. Grilling has always been my passion, so much that while working at the Marketing Company, I convinced my boss to let me organize the social events. I used the opportunity to practice my craft and polish recipe. A management change at the firm i worked for became a sign for me to explore building my own company. I resigned from the company in 2009.
The funding of this project was extensive and as with any construction, it came with a lot of challenges; I sold my cars; family, friends and a STRANGER lent me a total of 10 million which I paid back promptly.
The STRANGER was definitely a miracle sent from above because we were down to zero in the account and construction stalled. A man walked in and started talking to me about my plans and he got so excited about the concept. By the next morning, I got a 2.5 mill deposit into my account and this helped in opening up our location in OSAPA. For the opening I moved my home furnitures and appliances to the restaurant, my wife was out of the country then so i was able to just empty out or home to enable a successful launch.
When did your aha !!! moment come?
– Grind –
By this time, I had moved to Thomas estate and noticed that most working folks would prefer to hang out in joints to let traffic subside. It was really only E-bar that offered this service between Lekki and Ajah, so I saw it as a viable business opportunity. I found a spot in OSAPA and amidst an intense competition for the space with a church i was favored and able to get and develop the space.
Having this location increased our visibility and opened us to catering activities, we started catering 2013.
Can you describe your typical work day?
– Grind –
Work for me really starts on Wednesday as we are usually busy from Thursday to Sunday, often having multiple events on each day. I have a manager that has been with me for the past 9 years and he has been a great asset to Grind Grill. I have 72 staff; 42 full time and 30 contract staff.
What has been your driving force?
– Grind –
Basically, I live, sleep and think ‘Grind’ always and all my stuffs have ‘Grind’ encrypted on them. I’m so passionate about my brand. I came up with barbecue festivals and didn’t feel it should be me alone so I brought in grillers.
Grind Grill Cafe, OSAPA
Where do you see the brand in 5 yrs- 10yrs?
– Grind –
I plan to expand the Grind Brand in different business markets. I believe in diversifying; ‘Grind Estate’ or ‘Grind water’.
Can you give us the most challenging experiences you have had?
– Grind –
One of the biggest challenges in this business is the mindset of your staff. It is usually some sort of a competition between you and staff on who gets richer faster. Business becomes more difficult when staff lack the passion.
What is the worst entrepreneurial moment you ever had and how did you recover?
– Grind –
One year into this business, I came in and just started crying, I second guessed the decision I made to start this business because sales were low, my finances were not where I thought it should be. This almost cost my marriage; thank God for an understanding wife. Sincerely, this business is unpredictable but you have to believe in your vision.
Why do you think most food entrepreneurs fail in their businesses?
– Grind –
I think people fail because it is really tasking. One needs tremendous energy and must be willing to bear losses and take calculated risks.
Grind’s Meal Box
How do you treat recipes and intellectual properties?
– Grind –
I believe my brand is stronger than the recipe. I’m open with my recipe, as such, train all my staff. I am usually not interested in the knowledge they gained from previous employment because in some cases, the baggage they learnt from other jobs can affect their performance.
What advice would you give your young self?
– Grind –
Learn more about business and be prudent with spending. If I had known more about business as a young man, I wouldn’t have spent so much, acquiring luxury items and traveling on vacations. I would have bought lands or have started my business earlier.
Did your wealth of experience help you in the business so far?
– Grind –
Every single thing I did helped my journey into this business. Working at the club thought me what not to focus on when I opened my own lounge. I learnt that discipline and integrity helps every business person.
What piece of business advice would you give someone starting up?
– Grind –
- Be credible.
- Believe in yourself because your brand will be built according to your vision.
- Don’t be sentimental in business and avoid family in your business as much as possible.
- You must be careful with those you hire; don’t hire anyone you can’t fire.
- Bear in mind that the decision you make today as a C.E.O will determine the altitude of your business in the nearest future; it will either make or break you.Thus, you ought to be credible for whatever you do or intend doing.
- More so, let your brand stand out, be very principled and stick to your vision.
I canceled a party with 1.8 million Naira value potential the first few months we opened because I insisted I didn’t want smoking inside the lounge. I may have lost just that revenue but had to stand my ground because that was contrary to the vision I had for the place. My thought process of closing door against smokers opened another door for other customers like children, mothers and wives.
- Lastly, be careful how you fund your business.
The most influential book you have read and can you recommend a book and a source of info for you or as resource?
– Grind –
I believe there are 2 types of knowledge; book knowledge and street knowledge. I learn more by just doing and observing. I occasionally listen to audio books but I am more hands on.
Key Points:
- Biggest challenges in this business is the mindset of your staff
- Business is unpredictable but you have to believe in your vision.
- Competition between you and staff on who gets richer faster
- Be careful how you fund your business
- The baggage staff learnt from other jobs can affect their performance.
- Decision you make today as a C.E.O will determine the altitude of your business in the nearest future
