Dalene Kooper
KEETMANSHOOP – For many corporate workers longing for home-cooked meals, Ndeuleni’s Kitchen offers a convenient solution with its daily meal subscription service.
Founder Sofia Hamunyela, also known as ‘Young Bae’, had always dreamed of opening a traditional restaurant. However, due to the high cost of rent and the challenges of securing a suitable location in Keetmanshoop, she chose to operate from home instead.
“I have always wanted to open a traditional restaurant, but due to the high cost of rent in Keetmanshoop, finding a suitable location, and the funding required for a full setup, I realised it would be a big challenge,” Hamunyela said.
Ndeuleni’s Kitchen allows customers to order meals via their mobile phones, with deliveries made directly to workplaces or other preferred locations. Clients can subscribe to weekly or monthly meal plans for added convenience.
Hamunyela started the business in 2023 at the age of 21 while balancing her studies with her entrepreneurial venture. At the time, she managed all aspects of the business on her own, including cooking, packaging, and deliveries.
“Starting a kitchen business from home was more practical for me, as it allowed me to cook based on customer orders and offer pickup or delivery. It gave me flexibility while still building my business alongside my studies,” she explained.
The kitchen has since gained popularity among corporate workers, bus drivers, and young people in the town. Its menu offers a variety of options, including seafood, salads, marathon chicken, flame-grilled chicken, and lunch plates.
To maintain customer loyalty, Hamunyela has introduced a reward system.
“I also have a loyalty system where I reward them. For example, on their birthday, they receive a 30% off voucher for their next purchase. It’s my way of appreciating customers who keep supporting my business,” she said.
Despite her business’s growth, Hamunyela admits that managing operations alone can be overwhelming.
“I am doing everything on my own, from cooking to taking orders and arranging deliveries. It can get overwhelming. I have to work extra hard to build trust and visibility, so people take my business seriously,” she said.
Rising food prices have also posed a challenge in keeping meals affordable while maintaining profitability.
“The biggest challenge is managing costs, especially with food prices always going up,” she added.
Nonetheless, Hamunyela has successfully maintained her subscription programme and continues to serve her growing customer base. She takes pride in having built the business from the ground up.
“I’m proud that I’ve been able to keep the business running since 2023, grow my customer base, and stay consistent even while working mostly on my own,” she
said.
Beyond providing meals, Hamunyela noted that her business contributes to the local community by occasionally hiring young people for large orders and events.
“I believe my business contributes to the local community in a simple but meaningful way, while also inspiring other young people to start something of their own,” she
said.
Looking ahead, Hamunyela aims to expand her team to improve efficiency and create employment opportunities.
“My goal is to eventually have a small, reliable team that can help me run the kitchen more efficiently and take the business to the next level,” she said.
She also hopes to attend culinary school to gain professional training and further enhance her services. While opening a permanent restaurant remains a long-term goal, Hamunyela is focused on growing her business step by step with the right resources and stability.
She encouraged others to pursue their passions despite the challenges they may face.