Sooyah Bistro, a premium quick-service restaurant (QSR) brand, has announced a multi-million-naira commitment to fund small businesses. The move comes under its new entrepreneurship development initiative, “Sooyah Dreams.”
The campaign ran from September 1–15, 2025, and forms part of the company’s broader strategy to strengthen its market presence. It also reflects Sooyah Bistro’s goal to integrate social impact with brand growth.
Over N500,000 was awarded to winners during a presentation ceremony held at the company’s Oniru outlet in Lagos.
The initiative invited young Nigerians to submit short videos outlining their business ideas and aspirations. The grand prize of N250,000 went to Victoria Orleans, a poultry farmer and founder of a charity academy for underprivileged and special-needs children.
Nwokolo Blessing, a private chef, secured the second-place prize of N150,000. Other participants received consolation gifts worth N100,000.
According to Olamidun Ogundoyin, founder of Sooyah Bistro, the campaign was inspired by her personal entrepreneurial journey. She started the company with N20,000 and a single grill, a story that has grown into one of Nigeria’s most recognisable fast-casual food brands.
“When I started Sooyah Bistro, the only capital I truly had was belief and grit,” Ogundoyin said. “The Sooyah Dreams initiative is not just about money. It’s about permitting others to dream boldly. We’re investing in the same hustle that built this company because financial pressure can crush a brilliant concept before it even gets off the ground.”
Ogundoyin added that the company plans to scale the initiative and invest millions of naira annually to fund innovative and scalable ideas from emerging entrepreneurs.
Industry analysts say Sooyah Bistro’s model reflects a growing trend among Nigerian consumer brands seeking to anchor their relevance in community-driven growth strategies. As consumer preferences shift toward socially conscious brands, initiatives like Sooyah Dreams could help strengthen customer loyalty and market differentiation in the competitive QSR segment.
For Orleans, the grand winner, the award represents more than a financial grant. It is a validation of her entrepreneurial dream.
“Sooyah Bistro’s story of starting small and growing big has always inspired me,” she said. “This N250,000 isn’t just cash; it’s a massive vote of confidence.”
Similarly, first runner-up Blessing said the initiative highlights the growing role of private companies in supporting grassroots businesses.
“When you’re hustling, sometimes all you need is that one push to get you over the line,” she said. “Sooyah Dreams proves that big brands can genuinely care about people building their future.”
