Today we’d like to introduce you to Ashley Hernandez.
Ashley, can you briefly walk us through your story – how you started and how you got to where you are today.
Daughter of two migrant workers, my parents would work twelve hour days, seven days a week for six months. As an overweight child that loved food above anything else, I could not wait until my mother returned from work to prepare dinner. I would study her in the kitchen, every meal and every wrist action because measuring anything was foreign to her. It was all in the wrist. I was simply amazed that she could work all those hours and still cooked everyday for our family. So combine my hunger for food, impatience, and wanting to give my mother a break after a long day of work, I started cooking full course southern meals at the age of eight.
The kitchen became my passion. But, instead of pursuing my true passion in college, I began my quest to become a Lawyer. I had the idea that I would practice law for about ten years, then I would open a restaurant. Fortunately, a month before I had to send in my tuition deposit for Law School, I came to the realization that the kitchen is where I belong and where I would find true happiness. I decided not to enroll and instead enrolled back at my Alma Mater, The University of Florida for Graduate School to get my Master’s in Business Management, Entrepreneurship, and Hospitality Tourism. I already knew how to cook; I wanted to learn how to run a business.
That is when I created my first Catering Company as a project called Southern Bella Sundays. I would cook traditional Southern meals for students and sold them on Sundays. I also catered student and professor events on campus. As graduation approached, I made the decision to move to Atlanta in January 2015 because of the growing food scene. However, I accepted a corporate job for me to make the move. Eleven months later, my urge to get back in the food industry lead me to quit my job and I accepted a job as a Restaurant Manager of a Multi-Million Dollar Restaurant.
Five months in, I mastered the job, and I wanted to learn more. That is when I was approached by an owner of a new lounge opening near the Falcons Stadium to be on his management team part-time. Not only was I able to put my coursework to the test opening a startup restaurant, I met a well Known Chef who created the menu for this location. When he decided to open his own restaurant a year later, he called me to manage his restaurant in the evening part-time because he knew how passionate and the great work I had done.
Over the course of two years, I gained so much knowledge, yet I was still afraid to venture out on my own. But, in 2017, I experienced a series of life-changing events. I deemed it the worst year of my life. One event leads me to create the Brand Rebel Chef, and a Food Blog called The Rebel Chef Guide. It was an outlet to not only help with my depression but to show the world my passion for food. A couple of months later I was in a five-car accident on 85 North Downtown. Rebel Chef Meals was created after I found myself suffering multiple injuries.
Unable to perform my job duties as a Restaurant Manager, my Doctors ordered me to take a leave of absence in order to heal and prepare for surgery. I had re-tore my ACL and suffered from Chronic Back Pain. After experiencing negative side effects from medications and learning that my job would not pay for my leave of absence, I vowed to never take medications again, turned to food and exercise for healing, and pursued my Meal Prepping Company Full-Time. With my passion for cooking, knowledge of the business and my quest to find natural remedies to heal/recover, I created meal plans to not only help myself but to help others achieve a healthier lifestyle.
In the midst of my troubles, God was ordering my steps that lead me to my purpose which is greater than my passion. If it were not for the things I experienced in 2017, I would have never taken that leap of faith to create my own business. But, when God gives you purpose, he gives you vision, and I thank him for allowing those events to happen. Rebel Chef Meals was born.
Has it been a smooth road?
So far, it has been a very smooth road. I always stress to other entrepreneurs who want to go into business for themselves to work in the industry they want to create a business in. I do not encourage anyone to venture out on their own if you do not have the experience working from the ground up.
Not only do I have my Master’s in Business Management, Entrepreneurship, and a Minor in Mass Communications, but, I did not allow my degrees to come before experience. I worked at a catering company in college, and even as a Manager, I would help my staff serve, wash dishes, host/greet, delivery and etc.
I wanted to learn every area of the business. And why not make mistakes on someone else dime instead of going into debt or fail with your business. However, one thing I do struggle with is that I’m a control freak and very protective of my business because it is so new.
Currently, I am doing everything myself; shopping, cooking, marketing, delivering, accounting and etc. At times I feel myself burning out, but, for me, it is important for me to learn every inch of my business. It also helps that I only work on the weekends. So, when I do bring in staff, I can show them exactly how it needs to be done or my vision for the business to be diluted.
We’d love to hear more about your business.
My company is called Rebel Chef Meals. I specialize in Meal Prep Services. I also Cater and a Personal Chef. I have Breakfast, Snacks, Meat Protein, Vegetarian/Vegan, and Pescatarian Menus. The menus change every week with over 20 menu items and options within those options. I guarantee that you will never have to eat the same meal twice ever again. The food is not only healthy but, it is delicious and affordable. The menu is available upon request every Tuesday.
Deadline to order is Thursday before Midnight. I delivery to four locations in Atlanta on Sunday, Monday, and Tuesdays. Recently, I have partnered with a Gym called Titanz Fitness and expanded the menu to offer Rebel Chef Meals By The Pound. This menu is ideal for families and for Competitors/Body Builders who want to be in control of measuring out their food for macro/calorie purposes. I am known for being personable and catering to my client’s needs.
My brand, “my why” for creating the company sets me apart from others. It’s more than just food. I wanted to change the way people diet and the myth that eating healthy is expensive, you have to give up your favorite foods and that the food has to be bland. My food has all the flavor and personality; just like me. I am most proud that my company not only has help people to achieve a healthier lifestyle, but it has inspired so many other entrepreneurs to pursue their passion and work on their exit strategy to become a full-time entrepreneur like myself.
Is our city a good place to do what you do?
I absolutely believe Atlanta is a good place for businesses like myself and for any other business. It’s so many free resources and plenty of networking opportunities. I use an app called ProNetworker, and I find a lot of free workshops that help me become a better business owner and learn more about social media marketing. I would definitely recommend anyone to start out here; especially minorities.
Pricing:
- Breakfast and Snacks Packages start at $30 for 5
- Lunch and Dinners Packages start at $50 for 5, $70 for 7, $90 for 10, $185 for 21
- By The Pound Options start at $25 for 5 lbs and $50 for 10 lbs
- Catering and Personal Chef Services is dependent on party size and style of food
Contact Info:
- Website: Rebelchefmeals.com (underconstruction)
- Phone: 5614495680
- Email: rebelchefmeals@gmail.com
- Instagram: https://www.instagram.com/therebelchefguide/ @therebelchefguide
- Facebook: https://www.facebook.com/therebelchefguide/
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