Twenty-five-year-old Khalifa Usman Abubakar founded Suya Express to bring the beloved taste of Nigerian grilled meat to a global audience. He was inspired by the lack of West African cuisine during his stay in Dubai, United Arab Emirates (UAE).
What inspired you to start Suya Express?
I am a passionate meat lover and I got inspiration from my university days when I was studying in Dubai. When I go out to eat, I often felt there was something missing as the courts in malls or even the world-famous Dubai Global Village have different cuisines from different parts of the world except our beloved tasty Nigerian/West African cuisines. I always tell my friends, both Nigerians and foreigners, that the taste of the Nigerian suya is out of this world.
What challenges did you face when starting your business?
Like any startup, Suya Express faced its share of challenges in its early days. Firstly, selecting a good location was a strategic decision as it determines the faith of your business from the onset. Secondly, sourcing startup capital for business is where a lot of dreams die, while finding trustworthy employees is the most challenging.
The first one was the easiest as we scouted for a place where there is demand and no supply which we found, and that can be seen in our loyal customer base who are mostly residents of the area.
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Another challenge was raising funds as those I met did not take me seriously at first and they all wondered why someone with a master’s degree wanted to open a suya joint.
What makes suya unique?
I tried my best to make us stand out from the crowd, starting from our name, Suya Express. Another thing that makes us stand out is our setting, which incorporates a suya joint, a noodle stand, as well as a tea place. The combination of these three things makes us a Swiss Army knife for anyone craving an early morning breakfast, a late mid-afternoon snack or a late-night Arabian tea. Our recipe is also unique as I made it a priority to have a taste that is unique from all the existing incumbents. I went as far as Kano to search for the right mix of spices.
What are your best selling products?
What my customers buy most is traditional chicken suya and beef suya, and our Suya Express Special Noodles. What makes them loved by our customers is that they are affordable and taste really good. After all, our experience teaches us that good taste and affordability is all you need to get a customer’s love.
Have you received any support or mentorship from other business owners?
I’ve been fortunate to receive support and mentorship from other suya enthusiasts like myself, and especially from competitors, as I always ask them about their business. Their guidance has helped me navigate challenges, seized growth opportunities and built a strong foundation for Suya Express’ success.
“However, what I realised is that no matter how much advice you get from experts, listening and observing your customers is the best way to guarantee business growth.
What are your plans for Suya Express?
I started Suya Express with the vision to take our beloved Nigerian/West African suya global, and in sha Allah we won’t stop until the taste of suya and the name Suya Express gets to every household around the world.
What advice would you give to young entrepreneurs who want to start their businesses?
My advice is that they should stay true to their passion, be prepared to work hard and not be afraid to take risks. Surround yourself with a supportive network of mentors, advisors and fellow entrepreneurs who can offer guidance and encouragement along the way. Importantly, never lose sight of the value you bring to your customers and community.
Also, never be afraid of someone stealing your idea because ideas are worth nothing until you prove them, and it is in proving that the real journey starts.
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