Former model making plans to expand restaurant

Nichelle Benford, founded Dream Chef Kitchen Restaurant & Catering on the West Side January 2018, and is now considering a second location on the South or North Side. Photo by Wendell Hutson
Nichelle Benford, founded Dream Chef Kitchen Restaurant & Catering on the West Side January 2018, and is now considering a second location on the South or North Side. Photo by Wendell Hutson

Former model making plans to expand restaurant

BY WENDELL HUTSON Contributing Writer

It’s been a little over a year since Nichelle Benford, a former model and ex-offender, opened a West Side restaurant and now she plans to open a second location possibly on the South Side.

Benford, 37, said her next location for Dream Chef Kitchen Restaurant & Catering, 611 S. California Ave., will be located on either the South or North Side, and it would be located close to high traffic entities, such as a shopping center, bar or even a school.

“I live in Woodlawn but I grew up in Roseland and I would love to open my second location on the South Side,” Benford told the Citizen. “My current location is not near any establishments that could generate foot traffic for my business and that’s one thing I plan to make sure does not happen with the next location.”

Retail experts said it is essential for any commercial business like a restaurant to have a good location.

“Location, location, location is key to any retail business being successful and profitable,” said Craig Robinson, a real estate agent with Virtual Properties Realty in Atlanta. “That’s why you see so many retail businesses with corner locations especially at busy intersections. You’ll often see gas stations, drug stores and fast-food restaurants occupying these spots.”

Still, Benford said she does regret choosing her current location.

“I think where we are is a good location and it could be better if we had marketing capital, which we don’t right now,” explained Benford. “Most of our customers are ‘regulars’ and they come here everyday. The problem is not staying open but striving.”

For now, Benford said the business is being kept afloat from revenue generated from the restaurant’s catering unit.

“We have done a lot of catering for nearby hospitals and other local businesses and that has allowed us to remain operational,” said Benford “One catering job could generate more money than what the restaurant makes in eight hours.”

However, long before Benford opened her restaurant, she spent time in federal prison after being found guilty of perjury and obstruction of justice. In 2010, Benford was sentenced to 37 months in federal prison, but only served 14 months.

“I enrolled in a program while in prison that shaved one year off my sentence and instead required me to stay at a halfway house for six months once I was released,” recalled Benford.

“Originally, my boyfriend was being investigated for arson, but based off my testimony, he was not charged because I said he was with me.”

Upon being released from a halfway house in December 2012, Benford launched a food truck business with a childhood friend only to dissolve her partnership a year later to start Dream Chef Catering in 2014.

Starting capital to open the restaurant came from the nonprofit Chicago Neighborhood Initiative and former 46th Ward Alderman Helen Shiller (from 1987 to 2011).

David Doig, president of the CNI, said his organization typically makes between $10,000 and $25,000 loans to entrepreneurs and small business owners.

“Nichelle came to us with a great business plan. We looked at her plan, determined it was a good investment and we are excited she is now in business,” said David Doig, president of the CNI.

And Shiller said she was “delighted to help Nichelle get her dream business off ground.”

After signing a five-year lease with her landlord, the nonprofit West Side Justice Center, Benford said she developed the vacant space into a place that serves ‘comfort’ food.

“When I say ‘comfort’ I mean foods that make you feel good,” said Benford. “I want my customers to leave my restaurant happy, satisfied and eager to return.”

The restaurant increased employees to 10 from six when it opened January 2018 and is open Monday through Saturday from 11 a.m. to 6 p.m. And starting March 31, the restaurant will be open on Sundays with a soul-food menu.

Prices for meals range from $9 to $13 and entrees include grilled salmon; roast beef, fried chicken, blackened catfish, shrimp scampi, as well as a vegan menu. Side dishes include salads, vegetables, soup, mash potatoes, collard greens, and macaroni & cheese, and dessert is also offered. Orders are available online at dreamchefkitchen.com.

The single entrepreneur with no children said when she is not working at the restaurant she likes to spend time with family and catch up on her sleep.

“Sometimes on Sundays, I just lay in the bed all day,” she said. “Then I like to hang out with family and friends too.”

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