In an era of rapid culinary globalization, Onisasun, a rising brand in Nigeria’s hospitality sector, has carved out a niche by doubling down on “primitive” authenticity. Founded in 2016 by an Ekiti-born entrepreneur, the brand recently expanded from a delivery-only model to a physical walk-in restaurant space in Ibadan (located at Town Planning, beside the registry).
The name “Onisasun” is a tribute to the Isasun (clay pot), a vessel synonymous with the slow-cooked, nutrient-rich meals of traditional Yoruba households. For the founder, the goal is not to modernize, but to protect the heritage of home-cooked meals.
1. The “Specification” Strategy
What sets Onisasun apart in a crowded market—where food delivery apps often prioritize speed over soul—is its commitment to individualized cooking.
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Customized Prep: Unlike standard “cook-and-serve” restaurants, Onisasun prepares meals to each customer’s specific taste. If a group of 12 people orders 12 different meals, each is tailored (pepper levels, oil preference, etc.), mirroring the attention given to food in a family home.
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Granular Authenticity: The brand rejects modern short-cuts. For example, their fried rice uses liver, as was traditional in Nigeria decades ago, rather than the sausages found in contemporary fast-food variants.
2. Direct-from-Farm Sourcing
To maintain a taste that “slaps like grandma’s food,” the brand bypasses traditional open markets for specialized regional sourcing:
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Palm Oil: Freshly milled and sourced directly from a family farm in Ondo State.
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Yam & Herbs: Harvested and transported directly from Ekiti.
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Beans: Sourced from specific suppliers in Jos to ensure quality.
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Iru (Locust Beans): Sourced in its purest form to avoid the additives often found in city markets.
3. Operational Resilience in 2026
Despite the economic volatility and fluctuating ingredient prices in Nigeria, Onisasun has maintained consistent pricing for nearly three years.
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Standardized Recipes: By using a structured recipe system, the brand has minimized waste, ensuring that every naira spent on high-quality ingredients translates into wellness for the customer.
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Compliance First: The restaurant maintains a rigorous yearly certification routine with local, state, and federal bodies for food handling and sanitation—a must-have for their growing corporate client base.
4. Digital Transformation of a “Local Breed”
While the founder identifies as a “local breed,” the brand is actively building generational wealth through a new digital strategy:
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Social Media Pivot: Moving beyond word-of-mouth, Onisasun has integrated social media marketing to correlate its online aesthetic with its high-quality service.
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Visibility: By showcasing the process behind the “local” label, they are attracting a global audience, including Nigerians in the diaspora looking to support authentic home-grown brands.
The Onisasun Identity Profile (2026)
“I am Onisasun… somebody in control of the pot. When you are using a clay pot, you are not trying to be modern. I want to retain my natural taste. I don’t want to forget my roots.” — CEO, Onisasun, February 2026.
