Today we’d like to introduce you to Zainab Turay
Hi Zainab, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I was born and raised in Freetown, Sierra Leone a small country in West Africa. I moved to the US during the summer Olympics of May 1996. I was 17 years old, full of hopes and dreams and settled into my new home and country.
My story wouldn’t exist if I didn’t pay homage to my parents, Ahmed and Rebecca and my beloved grandmother Isatu. I was raised in a home where I saw a spirit of excellence in my parents, in how they moved in the world and what they expected of us. Entrepreneurship was interwoven in their gifts and talents and in a different country or a different time, they may have been serial entrepreneurs.
As long as I can remember I always wanted to run my own business. I wasn’t quite sure which avenue it will be, but I came across an old journal recently where I’d scribbled things I would be interested in doing. From a cafe to an art gallery, boutique and spa all made the list. Naturally I leaned in the direction of the things that bring me joy.
Professionally however, I pivoted from my dreams and spent 24 years working in the corporate world honing my skillset in leadership and operations. While it deferred the dream, it set the foundation that allowed me to self-fund my business venture and build a lifestyle for my family that allows us the freedom to do the things that are important to us.
I opted to start my entrepreneurial journey going through the franchise route. I signed my franchise agreement with Press Waffle Co., a dessert concept that specializes in Liege Belgian waffles in 2022. My restaurant opened in the summer of 2024.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
As I reflect back on my journey, I can say nothing in my life has been a smooth journey. I understood from an early age life is cyclical, and with every experience I have come to understand there will always be highs and lows. This journey has stretched me beyond my expectations, tested my strength and courage and prepared me for my next adventure.
After I signed my franchise agreement, it took over 2 years to find a physical location that met the approval of the franchisor along with the typical criteria for density, income etc. Several LOI’s came and went, and no sooner would I find a location I loved; it was off the market, or the deal will fall through with the landlord. We finally settled on a new food hall in SE Atlanta a few mins from where I lived for over 20 years in Decatur. I was beyond excited that it was finally happening in my backyard and community. I was excited to be a part of the resurgence in this neighborhood and to bring a quality product to an otherwise food desert.
We opened Memorial Day weekend 2024 with all the fanfare one could imagine. The woes of entrepreneurship were far from over however with personnel challenges to other logistical shortcomings. Everything that could go wrong in my worst-case scenario modeling did. The traffic to the hall was dismal and with each month, our sales were going in the opposite direction, and my cash reserves were dwindling.
I started a new job in Jan prior to our opening. I was navigating business ownership while working a full-time job and balancing parenthood. The pressures of balancing these ventures were negatively affecting my health and family dynamic. I no longer had control of my day to day, every weekend was spent covering a shift to cut back on labor and many a night I had my 8-year-old in tow. I needed to make a hard decision, and I opted to close the restaurant in December.
While I still have my franchise license and can find a different location that may prove otherwise profitable for us, I need to take a beat and strategize the how’s before making a final decision on what next.
As you know, we’re big fans of Press Waffle Co.. For our readers who might not be as familiar what can you tell them about the brand?
Press Waffle Co. specializes in customizable Liege Belgian Waffles. Our waffles can be enjoyed as breakfast, dessert or a sweet treat and great any time of day. Partnering with Press Waffle Co. is a culmination of dreams colliding with a brand and food offering that literally brings me joy. What sets us apart is the unique recipe that is handcrafted daily and caters to tastebuds that lean on either the sweet or savory pallet. it was rare to serve a guest and not experience their delight at the waffle we created for them. Our dough is made in house along with several of our toppings and we offer guests the opportunity to choose from a curated menu or build their own waffle, their way.
Before we go, is there anything else you can share with us?
While I wish I was sharing a happily ever after story, I wanted to share the highs and lows of entrepreneurship. It was extremely difficult making a decision to close our doors, but it was a necessary call. I am extremely grateful for my support system including my mom and sister who were here to help balance the workload. They showed up and celebrated us. Workmates I hadn’t seen in years showed up and patronized us. Guests became friends and shared in our wins. Many took time to get to know me and my family and those connections I won’t soon forget. An old friend reminded me of something he learned from Wayne Dyer. I am paraphrasing but he said, the simple act of fulfilling a dream is itself success. Success, he said is not tied to monetary gain or losses. Highlighted below are a few lessons and takeaways from this experience.
1. Listen to your intuition and do not discount what you know, even if you are not the expert in the room. Everything I had apprehensions about ended up being contributing factors in the outcome
2. Know when to pivot and fail quickly
3. The dream shouldn’t kill you
4. Take chances even if the outcome may not be your best-case scenario. My biggest learnings came from the struggles. I was able to operate lean and reduce my COG to 15%
5. You can still love what you do and not like every task in the process
Contact Info:
- Instagram: https://www.instagram.com/presswafflehalidom
- Facebook: https://www.facebook.com/PressWaffleHalidom
