Meet Chef Delilah Winder: Hailing from Philadelphia, Pennsylvania, the City of Brotherly Love, Chef Delilah Winder is an award winning celebrity chef who garnered national attention in 2003 when Oprah named her Mac & Cheese “The Best.” Chef Delilah has been recognized as national spokesperson for Wal-Mart Stores, Lactaid and Hillshire Farms. Her combination of prize-winning culinary art skills and business acumen has been recognized nationally. In fact, she was the first African-American woman honored with the James Beard Foundation, Women in Food Business Award. The former business analyst hit it big when she took $50,000 and opened her first six Delilah’s Southern Cuisine stands, and later, opened a soul food restaurant in 2000 (which eventually closed). The author shares some learning experiences with Madame Noire.
MN: Some people have had certain career passions for as long as they can remember. Was it always your dream to own a restaurant? If so, what attracted you to the field?
CDW: I have always had a love for food and entertaining. I feel like there is no other joy than to be able to share a good meal with people you love and care about.
MN: Why did you decide to leave your job as a business analyst and start your own company?
CDW: One day as I was hosting an intimate get-together with some friends, I realized that my passion for cooking was so strong that I just decided to step out on faith and follow my dreams.
MN: How long had you thought about opening your one-woman food stand in Philadelphia’s Reading Terminal Market before you actually took the steps to open the eatery? What was the process of starting that early business like?
CDW: My location in Reading Terminal actually came as a result of a girlfriend of mine who, at the time, knew the general manager. She introduced us and I mentioned that I would love to open a restaurant there and the next thing you know it happened. The rest is history.
MN: What was your initial investment in your first restaurant?
CDW: My initial investment was a $50,000 loan which I borrowed from my god-parents. I was blessed to have family members and friends who believed in me enough to want to invest in my dreams. My passion for food and cooking proved to be the icing on the cake. I continue to be involved in the day to day operations of my restaurant. I have developed long-term relationships and friendships with many of the customers that come in for lunch and/or dinner on a regular basis. I love seeing people enjoy good food.
MN: In his book, The E-Myth Revisited, Michael Gerber talks about the difference between a technician and an entrepreneur. For example, he says a technician may write entertaining books but someone who owns a bookstore needs to have marketing, financial management, employee relations, customer relations, etc. skills to succeed as a business owner. Gerber goes on to say that most entrepreneurs don’t understand this difference, many lacking business skills, until after they’ve launched a business. Considering the fact that the Small Business Administration estimates that nearly 552,600 new businesses are opened each year while another 660,900 companies close each year, would you say most business owners do adequate research and are fully prepared to open a company or do you think, like Michael Gerber, that businesses fail because their owners have strong technical skills but weak entrepreneurial skills? Why do you say this?
CDW: I would say it’s a combination of both. Many people that step out to become entrepreneurs do so because of a particular passion they have. Many times, things start to happen so quickly, that they do find themselves lacking in some areas. A person with drive and determination will learn by trial and error, but also remain focused on being successful at their end result. This requires the desire to constantly learn and research the industry.
MN: Owning a restaurant is no easy gig. Success in the restaurant business demands focus, solid financial management and passion. What skills did you bring to the table when you opened your first restaurant, skills you gained from years of working as a business analyst? Which skills did you have to acquire along the way?
CDW: Coming from a world of business, I already had the working knowledge of how it should flow. I am a people person by nature and so I already possessed the necessary customer service skills to cater to the needs of the customer. Over the years, I have continued to grow and develop my skill-set in the areas of marketing and public relations. It is an ever-changing environment with the influx of social media and other traditional avenues, so it is important to stay up to speed with those things, so people will know who we are, where we are and what we offer.
MN: You wrote a book titled, Delilah’s Everyday Soul. When was the book published and does it include the recipe for your macaroni and cheese dish Oprah Winfrey featured on one of her best of the best shows?
CDW: Yes. The book, published in 2006, does provide instruction for my famous mac & cheese recipe! The book shares more than 100 recipes with readers. Delilah’s Everyday Soul also gives readers insight into the stories behind the recipes.
MN: Dishes you’ve prepared have been featured on the Food Network and in the Best of Philly and Saveur Magazine. You’ve also appeared on The Today Show, The View, Cooking With Patti and Chef on a Shoestring. In addition to media appearances, what other ways have you found to gain more exposure for your restaurants?
CDW: I am intricately involved in the community. I do a number of events annually with non-profit organizations throughout the country. Organizations I do events with include the American Heart Association, Coalition Against Hunger, Juvenile Diabetes Research Foundation, Feed the Hungry and Action AIDS “Dining Out For Life.”
MN: If a young African American woman approached you and told you she wanted to open a restaurant this year, what advice would you give her that could help increase her chances of operating a successful restaurant?
CDW: My best advice to anyone looking to start a business would be to do their homework! Be sure they are educated on the ins and outs of their industry. Know the key players and know what makes them so successful.
MN: You have owned restaurants that were located in heavily trafficked areas. For example, you owned a restaurant at the Amtrak 30th Street Station and a restaurant at Philadelphia’s historic Reading Terminal Market. Why did you settle upon these particular locations and how important is location to success in the restaurant business?
CDW: In a food service business location is very important. You want to ensure you are in an area where you are able to maximize the level of patrons you see throughout the day.
MN: Organizations you’re affiliated with include the American Heart Association, Women Against Abuse; Feed the Hungry, African American Museum, Action AIDS Dining Out for Life and the Juvenile Diabetes Research Foundation. There has been a lot of discussion around the importance of diet, especially as it relates to diabetes prevention. How do you, as a restaurant owner, focus on preparing healthy meals that are also appeasing to the appetite?
CDW: I have always been a strong advocate for preparing meals that are healthy. I truly believe that food feeds the mind, soul and body and you must commit to using healthy ingredients to maintain a healthy and holistic approach.
MN: What do you see as the most pressing issues facing African American women business owners today?
CDW: I think the biggest issues facing African-American women today as business owners is the lack of education to the myriad of resources that are available to them. Now-a-days, there is so much information available from a research standpoint to help steer anyone in the right direction for success.
MN: Tell us about two to three action steps we can take to face and overcome these issues.
CDW:
- Drive and passion
- Research and education
- Supportive family and friends
- Strong faith in God and in self
MN: What’s next for Chef Delilah Winder? Where do you see yourself and your restaurants three to five years from now?
CDW: I expect that the restaurants will be around for many, many more years to come. I may even consider expanding to other cities over time. As for me, I am working towards more speaking opportunities that will allow me to truly educate low-income communities on how to prepare healthy, tasty food options on a reasonable budget. I also have some television projects in the works for the future.
Rhonda Campbell, an East Coast journalist, is the owner of Off The Shelf radio and publisher of the books Long Walk Up and Love Pour Over Me.
