Hassan Nurudeen and his fiancée, Maryam Adekoya are just two of the many food entrepreneurs in Lagos trying to build a business that can hold its own in a very competitive industry. While still at university, they decided to combine their skill set and set up a burger joint, Gidi Burger, that would rival its competitors. Now in 2022, after many challenges and a horrendous pandemic that shook businesses everywhere to the core, they’ve come out on the other side with a lot more experience and an even stronger brand.
From the grill to the grind, Hassan opens up on their journey and what the future holds.
EatDrinkLagos: Why did you decide on the burger business?
Hassan: My fiancée (Maryam) and I met in UNILAG and decided to co-own a food business. She came up with the idea to open up a burger place. We did our maths and realized it was relatively affordable to start and had a nice profit margin, based on our calculations. It was also different from what was readily available on campus, like spaghetti, rice, etc.
We were supposed to run as a food truck within the campus but quickly realized that option was too expensive to start, at that time. Going online was the next best thing. We started on WhatsApp, catered at events, built our website, and eventually got a physical space for production, delivery, and pick-ups.
EatDrinkLagos: What’s your experience been like working together?
Hassan: It’s been a learning process. Obviously, we’ve had a few disagreements here and there overwork, but neither of us would have it any other way.
EatDrinkLagos: How did you source funding for the business?
Hassan: Initially, we bootstrapped and sourced for funds, later on leaning into family and friends when we needed to expand the business (towards having a physical pickup station). Gidi Burger started as a strictly online restaurant, but we realized we needed a physical space to make production and pick-up easier.
Image: instagram.com/gidiburger
EatDrinkLagos: Which brands do you see as your main competitors in Lagos?
Hassan: I would say Burger King and Burg Co., definitely!
EatDrinkLagos: What were the major factors that helped keep the business afloat during the pandemic?
Hassan: Like most businesses, we took a breather because we were unsure of what was happening, and we needed to keep our team safe. Also, the fact that there was a lockdown, and we did not have the facilities to camp our team. Shutting down was the best decision we could have made at the time. We, however, used that time to re-strategize and keep our social media running by engaging with customers the best we could. But the moment the lockdown eased up, we were back in business.
“SHUTTING DOWN WAS THE BEST DECISION WE COULD HAVE MADE AT THE TIME. WE, HOWEVER, USED THAT TIME TO RE-STRATEGISE AND KEEP OUR SOCIAL MEDIA RUNNING BY ENGAGING WITH CUSTOMERS THE BEST WE COULD.”
EatDrinkLagos: How do you typically develop your recipes?
Hassan: Once the ideas of a new product come through, we make a sample and send it out to individual testers, including family and friends, and customers that we pick at random, and we ask for feedback. What they tell us helps us to tweak the recipe as needed till it’s perfect enough to go on the menu.
EatDrinkLagos: What’s been the best feedback you’ve gotten from a customer?
Hassan: That Gidi Burger ranks top three out of the burgers he has tasted within and outside Nigeria. He’s what you’d call a “Burger Head” and had clearly eaten lots of burgers. So yeah, feedback like that is a major stamp of approval!
EatDrinkLagos: In your opinion, what’s the best product Gidi Burger offers?
Hassan: Our first product – The Solo beef burger.
Image: instagram.com/gidiburger
EatDrinkLagos: Since launching the business, what do you feel has changed most about the food scene in Lagos?
Hassan: We’ve seen more burger restaurants pop up, and burgers have become a staple on Lagos restaurants’ menus. When we started in 2018, you could only get burgers from a few places that were not TFC or KFC. More people are playing in the food tech space, more sophisticated and cosmopolitan restaurants have opened, and creative/fusion cuisine is now widespread. It’s an exciting industry, and the possibilities are endless.
“THE DESIRE TO MAKE IT IN NIGERIA AND BE A NIGERIAN SUCCESS STORY — THAT’S WHAT KEEPS US GOING.”
EatDrinkLagos: Is opening a full-fledged restaurant part of your long-term plan?
Hassan: Yes, we plan to open a full-fledged restaurant with burgers as the star of the menu.
EatDrinkLagos: As a business owner, what keeps you motivated?
Hassan: Sounds cliché, but the desire to make it in Nigeria and be a Nigerian success story — that’s what keeps us going.
