Why Small Food Businesses Matter
—And Why Design is Key to Their Survival.
San Diego’s food culture is a vibrant mosaic of stories, identities, and traditions. Behind each pupusa, injera, or plate of birria is a family, a journey, and a dream. Yet while independent food businesses bring so much richness to our cities, they often face the steepest challenges when it comes to surviving and thriving.
Akitso was created to change that. We believe that by investing in the design, branding, and development of these businesses, we’re not just helping them compete—we’re helping protect the cultural and economic soul of our communities.
The Problem: A System That Leaves Independent Entrepreneurs Behind
The food and hospitality industry is one of the most unequal and difficult spaces to enter—especially for BIPOC, immigrant, and women entrepreneurs. Licensing and permitting are confusing. Real estate is expensive. Labor is hard to sustain. Social media moves fast. And most support programs are one-size-fits-all, failing to meet business owners where they are.
In this landscape, the food industry starts to skew toward those with capital and connections. Over time, the dining scene becomes more homogenized—more corporate, more generic—and we lose the flavors, stories, and traditions that make our neighborhoods unique.
It doesn’t just hurt our palates. It deepens economic divides, erases cultural identity, and limits opportunity.
Why This Matters for Everyone
When we support independent food businesses, we’re doing far more than helping someone sell a product. We’re:
Creating Jobs
Generating Local Wealth
Preserving Food Traditions
Promoting Cultural Understanding
Fueling Innovation and Economic Resilience
Food is one of the few things that truly connects us across backgrounds. A strong local food scene isn’t just about what’s on the plate—it’s about building belonging, shaping the identity of our city, and creating a sense of place.
When small businesses fail, it’s not just a loss for one owner—it’s a loss for all of us.
Our Approach: Design as a Tool for Empowerment
At Akitso, we use design to unlock possibility.
Design isn’t about decoration—it’s about communication, clarity, and connection. It helps a business express who they are, build trust with customers, and craft an experience that keeps people coming back.
Our services are tailored specifically for historically marginalized food entrepreneurs and include:
Brand and Visual Identity – Logos, menus, packaging, signage
Space and Experience Design – Interior improvements, mobile setups, ambiance
Marketing and Digital Strategy – Social media support, Google Business, storytelling
Business and Operational Support – Licensing, workflows, business development
Community Connection – Resources, partnerships, mentorship, shared spaces
We’re not a traditional consultancy. We’re hands-on, culturally grounded, and informed by lived experience—founded by the daughter of immigrant restaurant owners who knows firsthand what’s at stake.
Real People, Real Impact
Take Alem and Fekad, owners of Addis Ethiopian Restaurant. After years of hard work and community-building, they faced new challenges brought on by the pandemic and changing consumer expectations. With limited resources, they struggled to keep up with shifting trends, digital marketing demands, and staff retention.
Akitso is partnering with them to revitalize their brand, clarify their story, and help their business adapt without losing its heart. That’s what we do—supporting owners to stay true to their roots while collaborating on ways to adapt to the future.
This Is the Moment to Act
In a world where restaurants must offer more than just good food, small businesses are under immense pressure to compete without the capital, expertise, or time that larger players enjoy. But the solution isn’t to leave them behind—it’s to share resources, redirect funding, and build a more equitable ecosystem that gives these businesses a fair shot.
Together, we can preserve what makes our communities special, celebrate the voices too often left out of the conversation, and ensure that every entrepreneur has a seat at the table.
Want to support this movement?
