Nigerian entrepreneurs explore Kigali’s taste buds with the Jollof Rice wave

In Kigali's bustling culinary landscape, a new trend is spicing things up—literally. Nigerian entrepreneurs are tapping into the Rwandan market with a dish that has long been a staple of West African cuisine: Jollof rice. With its rich blend of tomatoes, onions, and an array of spices, this iconic dish is tantalising Rwandan taste buds and proving a lucrative business venture.

Kigali alone boasts nearly 15 Nigerian restaurants, some of which are makeshift delivery services—all front Jollof rice as the entry to their cult business.

Jollof is a rice recipe with red sauce, crayfish, and hot sauce that is quite popular in West Africa. While Nigeria and Ghana have claimed its origin, UNESCO named Senegal the original home of the Jollof (Ceebu jën in Senegal) in 2023.

In Rwanda, food has become a delightful medium of cultural exchange. Jollof rice, often hailed as the crowning glory of Nigerian cuisine, is making its mark on the Rwandan food scene. Nigerian entrepreneurs, recognising the universal appeal of this flavorful dish, are opening restaurants and food stalls that specialise in Jollof rice. One popular one in downtown Kigali is called ‘Jollof Delights’, and Trip Adviser recognises another restaurant that stands out, ‘Jollof Of Kigali’. 

Let's look at the numbers. There is undoubtedly a growing Nigerian population in Kigali. According to our source, the restaurant Jollof Of Kigali receives about 300 weekly orders - including events. Each order costs at least Rwf15,000 ($11.5), close to $4,000 weekly.

Jollof rice is more than just a gastronomic adventure; it’s a cultural phenomenon that brings people together, making it an ideal dish for communal eating and social gatherings. This communal aspect resonates well with Rwandan dining culture, where sharing food is an integral part of social interactions.

Nigerian entrepreneurs leverage some business models to maximise their reach and profitability. The restaurant ‘Jollof Of Rwanda’ started as an Instagram delivery service until, after a year, the proprietors opened a shop on the outskirts of Remera (Kisementi).

Social media is abuzz with rave reviews, as others continue to deliver on Vuba Vuba, an online food and on-demand delivery App popular with most Rwandans.

Four other Jollof Chefs vend off the same street as ‘Jollo Of Kigali’ at Kisementi; some offer event catering services, while others fuse dishes, blending Rwandan and Nigerian flavours to create unique culinary experiences.

A source told Business Insights Africa that leading hospitality facilities like Radisson and Marriot in Kigali are introducing Nigerian chefs to cater to the growing MICE visitors ready to cash in on their bulging taste buds. According to the Rwanda Convention Bureau Annual Report 2023, “Rwanda experienced a remarkable rebound in its tourism sector in 2023, with MICE revenue surpassing 43% and leisure tourism exceeding 10% over 2019 levels.”

Rwandans appreciate flavorful and well-prepared food, and Jollof rice fits the bill perfectly for their visitors. The dish's rich and hearty nature contrasts with some milder local dishes, providing a new and exciting option for adventurous eaters. 

Like any new venture, introducing Jollof rice to Kigali hasn’t been without its challenges. Entrepreneurs have had to navigate logistical issues, such as sourcing authentic Nigerian ingredients. RwandAir has direct flights from Kigali to Lagos and Abuja, which has helped them obtain a constant supply of Nigerian foods and the ingredients they use to prepare them.

Educating the local market about the dish has also been challenging; however, the response has been overwhelmingly positive. Another Naija ‘foodprenuer’ shares an experience: “At first, it was about educating people on Jollof and how it’s different from what they’re used to. But once they tried it, they kept coming back. We’ve seen a steady increase in customers.”

As more Rwandans develop a taste for this West African delight, the market for Jollof rice is expected to grow. Entrepreneurs are already looking at expansion, with plans to open more outlets and even offer Jollof rice cooking classes to curious locals.

The story of Jollof rice in Kigali is a beautiful example of how cultural exchange can lead to economic opportunity. It shows that the love for a good meal knows no borders. Nigerians are creating a successful business model that could benefit locals and newcomers alike.

So, next time you’re in Kigali, don’t be surprised if you find yourself irresistibly drawn to the aroma of simmering tomatoes, spices, and rice. That’s the Jollof magic at work.