Mitra's Food Stall
Who's Mitra?
Mitra came from Iran, where she studied biology at a university. In 2015, she moved to the UK and began working various jobs. Missing her hometown, she decided that the best way to reconnect with her culture was to start a Persian food stall.
Why did Mitra move to the UK?
Mitra said, "I felt like I was in a bubble." She was frustrated by the inequality and politics in her hometown. In her words, she wanted to "expand" her horizons, get out of Iran, and see the world.
Did Mitra know how to run a business before she immigrated?
Mitra’s journey began when she was a kid, helping her family and friends make kebabs. Even though she loved veggies more than meat, she wanted to find a way to connect traditional Iranian meat dishes with vegetables. After trying loads of restaurants in the UK, she realised she couldn’t find the same flavours from her homeland, so she decided to open her own food stall. Throughout this adventure, she reminded herself to stay bold and flexible. Mitra said her customers in Oxford helped build her business, and she gained valuable cooking experience along the way.
What were Mitra's feelings at the beginning of her business?
Mitra faced challenges in her early days as an immigrant in the UK. She struggled to source good food supplies and had to travel long distances to buy what she needed. She felt uncomfortable starting her business and also spent a significant amount on grills and equipment for her food stall. It took her two years to navigate these obstacles and get everything set up.
Was English a challenge for Mitra when she started her business?
"It was easy for me," said Mitra, reflecting on her journey. She explained that while she was always open to learning new things, she wouldn’t force herself. Although English posed some challenges at first, her prior experience in opening restaurants helped make the process of launching her food stall easier. Additionally, her love for food fueled her enthusiasm throughout the journey.
How did Mitra manage to acquire the things she needed to run her business?
Mitra lived in Wales for two years before moving to Oxford, where she obtained her driving license in 2017. She took pride in her vehicles and loved sharing her excitement about her car and van. Initially, she drove a small car but later upgraded to a larger van filled with all her equipment. "I’m never scared of what I’m doing. I always try my best and stay well-organised," she said.
Did Mitra ever feel overwhelmed?
Mitra felt overwhelmed every day due to the hard work involved. In her culture, there was a strong emphasis on self-reliance rather than teamwork. Although she considered training someone to help at her food stall and recognised the benefits of coaching others, she realised that collaborating with someone else would be a gamble. One could never be certain if they would get along or if that person would have the necessary cooking skills. Mitra admitted that teamwork wasn’t her strong suit and recognised it as an area for improvement.
How important was it for Mitra to have control over her work?
"That's where all my passion comes from," said Mitra. She believed it was essential to know each of her customers and understand how to make them happy. Mitra added," Money is something. But the other big important thing is my customers.”
Was there much competition for Mitra's business?
Mitra was the only Persian food stall alongside Turkish and Greek vendors. She took pride in her patience and perseverance, noting that while others may have started similar businesses, few lasted. Mitra understood her business inside and out, knowing how to generate revenue and connect with her customers. She could sense what they were willing to pay for and what they weren’t. Using a fishing analogy, she described how she remained patient and focused while preparing the stall each morning, eagerly anticipating serving her customers during the two peak hours. Mitra emphasised the importance of patience and focus, adding, "It doesn't matter what others are doing. You are the main person.”
How did Mitra acquire her knowledge and skills?
Mitra identified a few key influences: customer feedback, her location, and insights from social media. Honesty was a core value for her. She explained that "yes", "no" or "I don't know" were the three essential phrases to learn in business and in life. Mitra was mindful to commit only to what she knew she could deliver.
Did Mitra extend her business to catering events?
Mitra experimented with festivals and event catering but realised it wasn't for her. She preferred to stay in one place, focusing on developing her business and building a regular customer base. As she put it, "The regular customers will always support you. They know you, like family.”
Did Mitra have any kind of support in her journey?
Mitra shared that she gained valuable insights from someone on social media, whom she considered part of her social family because his words resonated deeply with her. He inspired her with guidance on navigating life's challenges. One of her key takeaways was the importance of self-understanding; when she recognised how she wanted to live, her fears and worries about the future faded away, allowing her to truly embrace the present. She also emphasised the significance of maintaining a balanced life.
What was the most difficult thing in this job for Mitra?
“Making homemade or handmade food is hard work,” said Mitra. She had to cook numerous kebabs for her customers, often using only basic equipment and managing everything herself, including moving items around. By the end of each day, she frequently felt exhausted.
What did Mitra think about the challenges in the environment?
Mitra envisioned a more strategic management approach for the food market, believing that Oxford should celebrate its international flavour by featuring food stalls from diverse cultures. She noted that placing similar food stalls next to each other could hinder the success of all vendors involved. Despite this, she wasn’t complaining about the environment. As she said, "My business has nothing to do with anything (environment), just something with you." This highlighted her belief in adapting to whatever comes her way.
How did being Iranian affect Mitra's business?
Mitra believed her values stemmed from her family. Her father taught her to focus on her work and enjoy every moment of life, while her mother exemplified hard work through her actions. These lessons shaped who Mitra was. She cherished the opportunity to leave Iran, which allowed her to embrace new possibilities. Mitra valued all the experiences life had offered her—both planned and unplanned—especially her business.
What's next for Mitra?
Mitra found the question challenging. She was considering training someone to whom she could hand over her business in Oxford—someone she believed could successfully manage it in that location. This would allow her the opportunity to move to another country, possibly Dubai or the U.S., where she had family.