Itumeleng Makhubela is a passionate entrepreneur whose culinary journey has redefined the art of pastry and catering. As the founder of Chefway, she combines her expertise as a qualified pastry chef with an unwavering commitment to excellence. Driven by a vision to create extraordinary food experiences, Itumeleng has transformed her dissatisfaction with conventional kitchens into a thriving business that delivers not just meals but memorable moments. Her unique approach to food and dedication to perfection have established her as a standout figure in the culinary world.
Origin and Inspiration
A Passionate Beginning
In the world of culinary arts, few stories are as compelling as that of Itumeleng Makhubela, the creative force behind Chefway, a business that specializes in private catering and occasion cakes. Itumeleng’s journey into the world of food began not with a desire for fame or fortune but with a deep-seated passion for the art of pastry. “What inspired me to start my own business is the fact that I didn’t belong in a commercial kitchen,” Itumeleng recalls.
The path to entrepreneurship was carved from a profound dissatisfaction with the industry’s standards. “It was disheartening to find out that the safety measures and procedures were ignored to get food on the plate,” she explains. This realization was a turning point, leading her to contemplate how she could do things differently. “I want people to eat great tasting food made with love and care. It’s about an experience through food, a journey.”
Her love for baked goods was not merely a hobby; it was an obsession with the intricate process of creating something extraordinary from the ordinary. “Whether I have fancy ingredients or ordinary ingredients, the dish I make will be extraordinary,” Itumeleng asserts. Her vision for Chefway was born from this desire to elevate every dish to a work of art, something that transcends mere sustenance and becomes a memorable experience.
The Influence of Background
Itumeleng’s background is a tapestry of experiences that have shaped her entrepreneurial journey. A qualified pastry chef with an international diploma in professional patisserie, her love for baking is rooted in the sensory delights of the kitchen. “I love baked goods, the smell and the hours it takes to create a dish or dessert,” she says, describing the allure that drew her into this world.
Her dissatisfaction with the industry’s norms pushed her towards entrepreneurship, where she could dictate her own standards and deliver on her promise of quality. “Where I want to be and where I am are two different places, but I’m glad I took a step towards making my dream a reality,” she reflects.
Business Overview
Chefway: A Unique Culinary Experience
Chefway is more than just a business; it is an extension of Itumeleng’s personality and her vision for what food should be. “My business is unique because of me and how I see food,” she states confidently. For her, food is not just about nourishment but about creating memories. “The potential it has to become a part of a beautiful memory… Any momentous occasion requires a cake or at the very least people need to eat whenever they are gathered, and my role is to provide an occasion cake that meets or exceeds expectations and food that is spectacular.”
Chefway offers a wide range of services, including menu planning, lessons, and private catering. The products are as varied as they are custom, with offerings like boozy chocolate-covered strawberries, decorated Rice Krispie treats, cakesicles, cupcakes, cookies, cake pops, and custom cakes with fillings and any design imaginable. Each creation is designed to benefit clients on special occasions, making their events unforgettable.
Reaching Out to Clients
For those interested in experiencing Chefway’s unique offerings, Itumeleng can be reached via Instagram at chef.way and WhatsApp, 082 737 3408. She emphasizes the importance of pre-orders: “I take orders at least 4 days before expected delivery or collection for cakes and pastries, and at least 2 weeks for private catering.” Currently, she is running a giveaway of six bespoke cupcakes to attract more followers and increase traffic to her page.
Challenges and Overcoming Them
The Struggles of a Growing Business
Like many entrepreneurs, Itumeleng has faced significant challenges on her journey. “One of the biggest challenges to this day is getting new clients,” she admits. While she has been able to leverage friends and family recommendations and Instagram to grow her business, the inconsistency of business is a constant struggle. “The business is not always the same. Some months are more productive than others,” she explains. During the slow months, the thought of quitting has crossed her mind. “But I love what I do too much to ever do that,” she says with determination.
The journey has been far from easy, especially considering her initial reluctance to navigate the complexities of business management on her own. “I used to have a brand manager that handled all of that. But now I’m learning how to do it by myself, and there isn’t a clear strategy; I think it’s a trial-and-error situation,” she acknowledges.
Persistence Amid Adversity
Despite the hardships, Itumeleng has never wavered in her commitment to her craft. “There are many moments where I’d like to quit, but when I remember why I started, I’m able to calm down and produce delectable delights,” she shares. Her passion for pastry, combined with her drive for perfection, keeps her going even when the going gets tough. “Becoming a chef wasn’t easy. I dropped out of a private university to go to culinary school. I’m passionate about the art of pastry, and it goes well with my personality—I want things done a certain way, as close to perfection as humanly possible.”
Learning and Growth
Lessons Learned Along the Way
Through the ups and downs of entrepreneurship, Itumeleng has gleaned valuable insights that have shaped her approach to business. One of the key lessons she has learned is the importance of self-reliance. “Your friends and family will not support your business; they may either take advantage or refuse to recommend or advertise your business,” she advises. For Itumeleng, the key to success is trusting her own judgment. “I do what I think is best for my business without considering the opinions of others, so that I don’t have room to blame people if it doesn’t work out or have to give credit when it does.”
Staying current with industry trends is also crucial for her. While she admits to not being particularly social media savvy, she makes an effort to stay up to date. “I try to take part in trends as and when they start… I like to think of myself as a trendsetter of sorts because I’ve never seen a cake with a fishbowl in the middle in South Africa; that has to be one of my favorite cakes,” she says proudly.
Balancing Life and Work
The Sacrifices of Success
For Itumeleng, balancing work and personal life is a challenge she has yet to conquer fully. “There is no work-life balance,” she states bluntly. Her dedication to her business often means sacrificing time with loved ones. “If I want to do something with my friends or family and I have an order as well, I either spend less time with them and focus on baking or just work the whole night so I get enough time with them.”
This relentless focus on her business is something she believes is necessary for success. “There shouldn’t be anything that hinders you from achieving your business goals; your business will come first up to the point it is able to sustain itself,” she advises other entrepreneurs.
Advice and Vision
Words of Wisdom for Aspiring Entrepreneurs
To those considering a similar path, Itumeleng offers candid advice: “Don’t do it if you are not ready to sacrifice personal spending money and time to make it a success.” She wishes she had been more financially prepared and better informed about business before starting, but she is grateful for the learning opportunities that have come her way. “I’ve been learning, and that’s good enough,” she says.
Looking to the future, Itumeleng’s long-term goal is to open her own place. In the short term, she plans to host pop-ups periodically nationwide to promote her products and appeal to a new audience.
Reflection and Impact
A Legacy in the Making
Reflecting on her journey so far, Itumeleng is most proud of the spectacular cakes she has created and the momentous occasion of registering her business. “My proudest moment is making spectacular cakes and registering my business, as well as my business shower at the beginning; I got some of the equipment and stuff I needed,” she recalls fondly.
Itumeleng’s vision for Chefway is one of the lasting impacts. “I want my business to leave your jaw on the floor,” she says. For her, Chefway is about more than just food—it’s about creating experiences that resonate deeply with people. “Chefway is all about flavor explosions and giving you an experience that goes beyond just eating food. I create art, and food is my medium.”
What’s Next for Chefway?
As she looks to the future, Itumeleng is excited about the possibilities ahead. “Pop-ups and a giveaway. I’m not ready for either one, but I think taking a leap of faith will work out as it has in the past,” she says optimistically.
With her unwavering passion, dedication to quality, and a clear vision for the future, Itumeleng Makhubela is not just an entrepreneur—she is a culinary artist, shaping her legacy one extraordinary dish at a time.
