Today we’d like to introduce you to LaToya Wilson.
Hi LaToya, thanks for joining us today. We’d love for you to start by introducing yourself.
I grew up with two amazing cooks but never had the desire to learn to cook until I moved out and went to college. At that time, I would call my mom and grandmother, and watch The Food Network for inspiration. I soon began to love cooking and would have friends try out my creations for feedback. This newfound passion led me to start a catering business – while working my corporate job, in 2008. Along with my business partner at the time, I catered weddings, parties, concerts and corporate events.
Catering led to a transition to being a Personal Chef and soon the dream to one day open my own restaurant. In January of 2017, I quit that corporate job that I’d held for 22 years and began a full-time pursuit of opening a restaurant. And for the next five years, I took jobs that would prepare me to cook different cuisines, for various dietary restrictions; and essentially how to run my own establishment. To learn the business from different angles, I cooked in long-term care facilities, in school cafeterias, for summer camps, and in restaurants. I would take any opportunity, even volunteering my services- just to absorb all that I could. Because those jobs didn’t pay well, I had to go back into the workforce a few times to make ends meet and to save for my own space.
In February of 2022, I began to look for a restaurant space of my own and found what is now the home of my very own carryout and delivery restaurant, Crowd Pleazers Café.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth… of course not! When I decided to leave my well-paying corporate job (against family advice) I just knew I had everything mapped out. I had savings to last a while, I would continue to cook for my clients while learning all that I could about the business and I’d be opening the restaurant in a couple of years.
Of course, life surprised me with many curve balls along the way… two months after quitting my job, my personal chef clients no longer needed me. Like literally all stopped calling on me at once.
A car accident in October 2017 left me unable to use my left hand for about 6 months and a freak infection during the same time caused me to lose the use of my right index finger for a couple of those months. So for a while, I didn’t have full use of either hand. I seriously left a “good paying job” to cook and couldn’t use my hands.
With the combination of the low-paying on-the-job training, loss of use of my hands, and loss of client base; I found myself with no money and at the time a high schooler and college student that were accustomed to Mama’s corporate job providing wants and needs. Many times friends and family would say I should just go back to my job; but I just couldn’t. I would go and work for friends who had businesses so that I could have the flexibility of taking off when the opportunities I needed would align themselves.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
What you should know: Located in Atlanta’s Historic West End at Oak Street Eats, Crowd Pleazers Café is a delivery and carryout-only café, specializing in American Classics. We also offer corporate and social catering.
We are known for a few customer favorites:
Our Salmon BLT (I remixed my grandmother’s favorite sandwich (BLT) and added our seasoned, roasted salmon filet, topped with turkey bacon and finish it off with my scratch made-spicy aioli)
Our Mango Habanero-Lemon Pepper Wings (Yes, mango habanero-lemon pepper). I didn’t want to offer wings at first because so many people offer them. I didn’t even add them to the finished menu until a few days before we opened. I had to come up with at least one flavor that no one else was offering. My son always says “everything is better with lemon pepper” While making my homemade mango habanero hot sauce one day, I had the idea to marry it with my lemon pepper sauce and a star was born! People are usually intrigued by the flavor combo, and then become addicted to them.
What sets me apart from others: Every single dish is made with an attention to detail and a love and passion for offering good, fresh food. We offer something on the menu for everyone… from plant-based burgers with a vegan bun and homemade vegan sauce to salads, craft-made sandwiches and wings. Cooking is the thing that I would do (and have done) for free. I have a God-given gift for putting flavors together and believe that the presentation is just as important as the taste.
What I’m most proud brand-wise: I have created a brand that truly pleases those with varying palates. Families and friends can look at my menu and find something that everyone loves. People often tell me they can taste the love in my food.
What I want your readers to know: Our food is not sitting in a hot box, waiting for you to order. Each time an order comes in, I do a happy dance (seriously), and then make the dish to order! I spent a lot of time coming up with the menu and perfecting the recipes, so that each time a dish is ordered, it will taste the same.
The café is open Tuesday through Saturday and Catering orders are filled seven days per week.
Can you share something surprising about yourself?
Creating in the kitchen is therapy for me. When I’m sad, mad, or frustrated- I go to the grocery store, buy up lots of ingredients, and create. When I get done, I’m usually over whatever it was that had me wound up.
Contact Info:
- Website: www.crowdpleazerscafe.com
- Instagram: crowd_pleazers_cafe_
