What began as a small, family-run restaurant in Woolwich in 2000 has grown into the UK’s largest West African food chain. As Tasty African Food celebrates 25 years of business this summer, the brand is doing more than just marking a milestone – it’s telling a powerful story of startup grit, cultural pride, and sustained growth.
Founded by the Olaleye family, Tasty African Food started with a simple mission: to share the rich, bold flavours of West Africa with a wider audience. In a time when African cuisine was underrepresented in the UK mainstream, the family’s vision was clear – create a space where food could serve as both nourishment and a cultural bridge.
Over the past two and a half decades, that vision has flourished. From its modest beginnings in one local kitchen, the business has expanded to 27 locations across the country. These include dine-in restaurants, takeaway branches, and a thriving ready-meal operation, bringing authentic African dishes into homes via supermarkets and now, direct-to-consumer channels.
This year, as part of its 25th-anniversary celebrations, Tasty African Food has launched a brand-new website and dedicated delivery app, signalling a leap into a more tech-driven future. The website offers a modern, user-friendly experience that reflects the brand’s vibrant heritage and makes it easier for customers to discover their favourite dishes, locate branches, and order online. The app, meanwhile, is designed to compete directly with third-party platforms like Uber Eats – but with a unique focus on affordability, customer rewards, and cultural relevance.
“Launching our own app and website is about more than convenience,” said Simi Olaleye, Business Development Manager. “It’s about taking control of the customer experience, making our food more accessible, and staying true to our values of quality, community, and authenticity.”
By removing third-party delivery fees, the app allows the business to offer lower prices, faster service, and a seamless loyalty program. It’s also an important step toward sustainable scalability – an area many growing food brands struggle to navigate.
Still, Tasty African Food’s success hasn’t just been about growth – it’s been about how they’ve grown. The company has always viewed food as a means of connection. Every aspect of the business is rooted in community: from the recipes that have been passed down through generations, to CSR initiatives like their recent donation to the Lewisham and Greenwich NHS Trust in support of sickle cell patients – a cause close to the African and Caribbean communities they serve.
The original founder still oversees the kitchen, ensuring that quality remains consistent as the business scales. The company continues to take a hands-on, family-driven approach – proof that values-led leadership can work at scale.
Tasty African Food’s growth journey also speaks to the wider rise of African cuisine in the UK – and its business strategy has helped pave the way for greater representation in the food sector. As more consumers seek out culturally rich and diverse food options, Tasty African Food is uniquely positioned to meet that demand.
To cap off its 25th year, the brand will also be launching a new loyalty programme and participating in the Taste of London Food Festival (18–22 June), where it will showcase the very flavours that sparked its rise.
Tasty African Food is not just a food chain – it’s a success story rooted in culture, built on resilience, and driven by a deep understanding of its audience. Its journey from a single storefront to a nationwide brand is a case study in how mission, innovation, and community can fuel sustainable, purpose-led growth.
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