Today we’d like to introduce you to Malik Rhasaan.
Hi Malik, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Che Butter Jonez started as a nickname, transformed into a food truck and quickly became a phenom in the city of Atlanta. After 3 1/2 years at MET Atlanta, we decided it was time to open our first restaurant. It had to be in SW Atlanta, and it had to remain true to who we are as people and business owners. It had to have a social component while finding clever ways to give back. Not just to the community, but to the customers who have embedded us into their lives.
I was raised in South Jamaica, Queens. 134 Guy R. Brewer, Circle 5, Building 20, Section A, Apartment 7F to be exact. Queens is the most diverse city in the world, and that’s reflected in the food here. I cook what I know. I’ve always loved food, I’ve always loved cooking for others, but my desire to own an actual restaurant came from the persistence of my wife. She believed in my dream, and together we continue to build an amazing business. Here we are in our first three months of opening our first restaurant, and we’re already being noticed by some of the best food publications in the city, as well as the world. We were just named one of the BEST new restaurants in the WORLD from TimeOut Magazine in September, and that’s an incredible nod for us. We’re being mentioned next to some of the finest restaurants in London, Dubai, and Madrid, and we’re a small restaurant next to a Chevron in SW Atlanta that’s currently short on staff and run solely by myself and my wife. The nod means we’re definitely on to something!
Our success is possible because everything is centered around the food. The environment is friendly. You feel like you’re amongst friends and family., so it allows the food to shine. The food is the star at Che Butter Jonez. Ask my wife and she’ll say we just add a little “Razzle Dazzle” to make the experience more entertaining for the consumer.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Nothing about this business is easy, and I think there is a misconception in what it takes to run a food business, be it a food truck or restaurant. Building this business has shown us that there is a definite break in the system with obtaining and sharing accurate information about correctly establishing a business. The city fails new businesses when the people we rely on for guidance don’t know or provide accurate information and also don’t know who to direct you to obtain it. It took us nine months to officially open, and although the pandemic delayed processes, some of the disconnects existed beforehand.
As far as the actual running of the business, early on in this business we decided to carve out our own lane. What seemed to be the normal process of the food business here didn’t fit what we were trying to build. We had no desire to duplicate or mimic what was already being done. We didn’t get into the business because we perceived that the ROI would be immediate. We entered this business wanting to put delicious food in the mouths of people who can appreciate a good meal and understood that our palate is so much more than chicken wings and soul food.
People always ask if I cook “Soul Food”, I always reply, “I cook GOOD FOOD.” When people ask what category does it fall in(i.e., American, Mediterranean, etc.) I tell them it doesn’t fall in any box, or it can fall in whatever box I feel like for the day. We should learn to enjoy food and have fun in the process.
We’ve been impressed with Che Butter Jonez, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We opened our first brick-n-mortar location in June of 2021 in SW Atlanta. Our menu changes daily with the exception of our two staples (That Sh!t Slambing and Who Wants Beef Son?!). We specialize is serving amazing food, and we stand on our lamb burger! It is hands down, THE BEST LAMB BURGER IN ATLANTA! Scratch that…THE WORLD!
Brand wise, we are proud that it transcends the limits of any demographic… Che Butter Jonez is loved by anyone who appreciates GOOD FOOD! Food is a people connector.
We want your readers to know that we’re in SW Atlanta, and we’re growing. We’re looking forward to bringing even more dishes to the masses with an experience that will have them eager to come back and visit again and gain. Follow us on Instagram for daily updates. Subscribe to our website to be included in special offers and events! We’re open Tuesday-Thursday 7AM-4PM, Friday 7AM-7PM, and Saturday 9AM-7PM unless we have a private event/catering. Always check the menu before coming! We wouldn’t want to disappoint you if you’re favorite item isn’t available.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
Contact us at Chebutterjonez@gmail.com or DM us on Instagram at @chebutterjonez. We are always looking for collaborations that bring high energy and interest to our business.
Contact Info:
- Email: chebutterjonez@gmail.com
- Website: https://www.chebutterjonez.com/
- Instagram: www.nstagram.com/chebutterjonez
- Facebook: www.facebook.com/chebutterjonez
- Twitter: www.twitter.com/chebutterjonez
- Yelp: https://www.yelp.com/biz/che-butter-jonez-atlanta-2
Image Credits:
First two Jon Reznick, next four Malik Rhasaan, fifth photo: Samuel L. Jackson,, 6th photo: Felicia Manker
