CHEF FREGZ

Celebrity chef Gbubemi Fregene, better known as Chef Fregz, studied Industrial Relations and Human Resource Management at Covenant University, Ota, Ogun State, and later a diploma in cuisine at Le Cordon Bleu Culinary Institute, Paris. Upon returning to Nigeria, the Chef Fregz brand was birthed out of a need for the young chef to communicate and connect with the upwardly mobile crowd, which he promoted by hosting regularly summer-style cookouts called Chef Fregz special. Since then, he has worked with major brands like Knorr, Kenwood and most recently, Samsung. He has also been a judge in cooking competitions and has stamped his footprints on the Nigerian culinary eco-system. He shares his inspiring story with Adetutu Audu

WHAT influenced your decision to become a chef?

My decision to become a chef was very simple. I love to eat, I love to cook, I love to eat what I cook. I loved it so much that I realised I could make money out of it, so I just thought I’d go for it. I started cooking for friends and little functions at home; soon after NYSC, I later got the chance to go to a culinary school in France. I came back to revamp what used to be a barbeque and grill setup to become a complete chef setup. I got my first major opportunity by doing my friend’s graduation party. I started getting recommendations from friends and family and, as they say, the rest is history.

Having invested so much in your education, how were able to convince your family?

It was not that simple, my mom in particular was like how do you go from all this education to “cook”? She didn’t see chef, she saw cook. But then they felt “let’s watch and see”.

What did it take you to get to where you are today?

I started because I knew in my heart it was what I wanted to do.  No business classes, no plans; just told someone I could do menu for them, charged them a reasonable price that covered my cost and left me a little something and bit by bit it was one recommendation after the other and it took off. After coming back from France, I started doing something called Chef Fregz Special at a friend’s cafe in Opebi Cafe Licious and it was meant to be a one off. Halfway through the show, people were asking for the date of the next one. That sparked something fresh and new so I jumped at it. Also, through social media and generally meeting people I got the opportunity to pitch to Bellanaija to write a cuisine column and I got it.

What do you love most about your business and your life as an entrepreneur?

I love the fact that my business is very flexible. I can do so much, not just necessarily cooking. Also, watching business grow from scribbles in your notepads and images in your sleep to actual prospering productive lines is a priceless feeling.

What keeps you going?

The fact that we always need to be better than the last event.

What were your initial obstacles and how did you overcome them?

Waiting for my opportunity to showcase my own uniqueness was tough. I had days when I didn’t book a job in a whole month. I overcame by simply just using that time to plan and look to the future and be prepared for when time and chance collided and brought opportunity my way.

Again, people never want to pay for the best and the problem of the Nigerian employee. I have a good team, but sometimes little things like paying attention to details is a big problem. The economy and the government do not make doing business easy either. Sometimes, supplies are inconsistent, then the more you grow as a business, there is the issue of paying the government who does absolutely nothing for you. Clients and crazy deadlines are equally challenges. Despite all these, we aren’t doing badly.

How would you describe your leadership style?

I am the manager, who tries to carry the team along, then the autocrat when service starts.

Share your success secret with us

Know how to speak to people, know how to treat people respectfully, know how to plan, do a simple profit and loss account book and master the art of negotiation.

Who were the most influential persons in your life?

My mother Rosabella Fregene, my aunt Rosalind Umar and my grandfather Prof A.B Kasunmu.

What is the place of sound education in what you are doing?

I was privileged to go to Le Cordon Bleu Culinary Institute in Paris. I didn’t appreciate that education till much later because it was a very systematic way of taking me through what would have taken me many years of informal education to learn. It helped me understand the science behind why I do certain things; the science behind cooking techniques, when they were invented and so on. Beyond just learning about food, and probably more importantly, I got the opportunity to mix with other people like me, who saw food as the centre of their world. It was very encouraging and it also opened my eyes to see that I am not alone.

I would recommend that parent should encourage their kids to go to schools where their children’s passion, talents or skills can be directly sharpened so that they have an earlier start in business and stand a better chance at succeeding at it. College also has the advantage of networking. The Chef Fregz brand has thrived a lot on college and secondary school networks. So whichever way you choose to look at it, education is key.

Where do you draw your inspiration from?

People inspire me. People’s responses have been encouraging and, over the years, we have had better days than bad days; and that encourages me. There is also the sheer passion to be a better chef, a better person and to grow as a business. I think I’ve gotten to the point where I feel validated in who I am as a person and as a chef that I want to start sharing my ideas with the world. I am equally greatly inspired by the market. Sometimes I have an idea for creating something new; I go to the market, see a fresh ingredient, and decide to do something new with it.

How profitable has it been and how have you been able to stay on top of your game?

I started working at Oleander Catering in 2006. I equally worked at Protea Hotel for a while, but as regards building my own business, it has been God. I can’t tell you that I had enough knowledge at the time I started or that I even knew what branding was all about yet. People often tell me your brand is so great. I chose to be original and different; I saw what people before me had done and I thought, “What new thing do I bring to the table?” Daring to be different made me stand out, and it paid off.

It has been profitable. I have been able to do things that in a million years I never thought I could. I have made decent money, but I can make more. There is so much more potential and we still have a long way to go. I have been able to stay at the top of my game because I am passionate, I am original. I am not in this for people to know my name; I am not in this because I have anything to prove.

How do you come up with concepts for your dishes?

I read, I watch and I learn. The food committee around the world is so big. I look up to a lot of international chefs. I am greatly inspired by them. I always think of how to make Nigeria look better on a plate; I think of flavours, I combine dream flavours, and I substitute ingredients that become new dishes.

Would you agree that you as a man are rocking the women’s territory?

It is really an African stereotype. When you think of top chefs internationally, you hear names like Gordon Ramsay, Anthony Bourdain, Charlie Trotter, Paul Bucose and Marco Pierre White. These are all men. It’s so ironical that, globally, the chef world is saturated by men. But in Nigeria, I think I have proven my point as a male chef. There are equally a number of male chefs now so much so the females feel intimidated, but I must add there are a few female chefs who are outstanding and exceptional.

No doubt you have a busy schedule, how do you unwind?

In my spare time, honestly, I try to rest. I try to sleep. I also try to spend time with family.

If not a chef, what would you have been?

If I wasn’t a chef, I would still do something lifestyle oriented because I would have been frustrated with corporate work. I don’t think I would have loved corporate work, but thinking about it now I would have loved to do something lifestyle still.

Since your life centres on food. How do you keep fit?

I don’t eat; I don’t eat to keep fit. I try my best to watch what I eat. I’m constantly on a diet and I try my best to exercise when I can.