18/07/2026
A while back I made a cooler of jollof rice for a customer, and she loved it so much that she asked me for the recipe and the spice blend that gave it such an incredible flavour.
She's Nigerian and has probably been making jollof rice for over 30 years, so she's certainly no stranger to the game!
Without thinking twice, I happily shared my signature aromatic spice blend with her.
My daughter wasn't impressed. She said, "Mum, you've just given away the secret of your business!"
I smiled and told her, "The spice blend isn't the real secret. The real secret is the ratio… and me."
You see, there are countless Nigerian caterers out there, yet this customer chose me. That means there was something more than just the ingredients.
The truth is, recipes can be copied. Spice blends can be shared. But experience, judgement, consistency, passion, and the care you put into every meal cannot be duplicated.
Two people can use exactly the same ingredients and still produce completely different results.
People don't just buy food, they buy trust, they buy consistency, they buy the confidence that every bite will taste just as good as the last. And they remember how you made them feel.
What do you think is a caterer's real Unique Selling Proposition?
Is it the ingredients? The recipe? Or is the caterer themselves the secret ingredient?