By Juliet Umeh

When Destiny and Ray Odeh started the Made With Lov brand, it wasn’t just about food but about recreating the feeling of home- the kind that lingers long after a meal.

The Odeh brothers didn’t always know they’d end up in the food industry, but in hindsight, the signs were always there. Their childhood revolved around the kitchen, not just as a place to cook but as the heart of their home where stories were shared, lessons were learned, and love was poured into every meal. Their mother, a teacher who also ran a grocery store, introduced them to cooking early. She didn’t just teach them how to prepare meals; she showed them how food could be an expression of love. By the time they were eight, both boys were already actively helping out in the kitchen and understanding the nuances of homemade African dishes.

The foundation for Made With Lov, a Birmingham-based Nigerian restaurant, had already been laid before they considered menus, operations, or branding. It began with two brothers, a kitchen, and a deep belief that food is more than sustenance; it’s a bridge to culture, family, and community. But before they found themselves in the food industry, the brothers took very different paths.

Destiny was a tech-savvy visionary with a deep curiosity about computers and how things worked. By the age of 14, he was already teaching himself web design, driven by a passion for problem-solving and digital creativity. Ray, on the other hand, was drawn to the corporate world. He admired the sharp, professional image of bankers, which led him to study accounting. Their professional experiences ranged from working in tech and finance to taking on significant roles as senior special assistants to Governor Godwin Obaseki of Edo State.

While working with the state government, they partnered with the Community Development Department to lead initiatives that empowered local communities. They played a key role in building schools in rural areas, introducing tech skills to community leaders, and organising feeding programmes. Additionally, they supported small business owners with programmes designed to help them grow and scale.

“This experience directly connects to what we’re building with Made With Lov,” Destiny shared. “Working in policy and economic development gave us a deeper understanding of how to support small businesses, nurture food entrepreneurship, and preserve cultural storytelling—all of which are at the core of our brand.”

Their academic and career paths led them to the UK, where they earned master’s degrees from Coventry University, Destiny in Data Science and Computational Intelligence and Ray in International Business Management.

Like many who are far from home, the Odeh brothers often longed for the familiar comforts of their childhood, especially the simple joy of walking into a restaurant and ordering a meal that tasted just right. In Birmingham, that nostalgia led them on a quest for an authentic taste of home. Instead of being satisfied, they found a noticeable gap in high-quality African cuisine that genuinely honoured the rich, authentic flavours they had grown up with.

Sure, Nigerian restaurants existed, but something was missing. The experience felt incomplete; the packaging was subpar, customer service lacked warmth, and many dishes seemed rushed rather than carefully prepared. “It bothers me when I see a restaurant making zero effort to make the customer feel special,” Destiny said.

They couldn’t shake the feeling that something had to change. They envisioned an African food brand that wasn’t just about selling meals but about curating an experience that felt premium, intentional, and deeply rooted in culture. With that vision, Made With Lov was born.

From the start, the Odeh brothers knew they didn’t want to run a traditional restaurant. Instead, they embraced a cloud kitchen model, focusing on high-quality takeout and delivery while ensuring that every detail, from packaging to presentation, reflected care and excellence.

The name Made With Lov wasn’t just a catchy brand; it was deeply personal. Growing up, the brothers habitually critiqued meals whenever they ate out. “This one wasn’t made with love,” they’d joke whenever a dish felt rushed or lacked flavour. It became an inside phrase, a simple yet powerful standard by which they judged food. So when it came time to name their business, there was no better choice.

Beyond serving well-prepared dishes, the brothers also wanted to challenge how African food was perceived globally. “African cuisine is often pushed to the background, unlike Indian, Chinese, and Mediterranean cuisines, which have become mainstream worldwide,“ Destiny said. “Even on major food delivery platforms, there’s no easy way to browse African food—you have to search specifically for Nigerian or Ghanaian dishes, while other cuisines have well-established categories.” This is something Made With Lov is determined to change. “Our goal isn’t just to serve good food,” Ray further explained. “It’s to make African cuisine as accessible and celebrated as any other major cuisine worldwide.”

Starting a business in a foreign country came with its fair share of challenges. In the early days, staffing was unpredictable. There were times when employees bailed at the last minute, leaving the brothers to step into the kitchen themselves, cooking and packaging orders to ensure no customer was left disappointed. They also faced a steep learning curve, navigating logistics, streamlining operations, and constantly refining their business model.

However, their complementary skill sets were their most significant advantage. “We’re incredibly close, so we’ve always understood each other’s strengths. We knew that together, we could be a formidable force. That’s what made starting this business feel so natural,” Ray shared. Destiny’s background in tech and branding gave Made With Lov its digital edge, while Ray’s financial expertise ensured the business remained profitable and scalable. “We basically did an internal SWOT analysis and quickly realised where our skills aligned. Dividing responsibilities wasn’t challenging; it just made sense,” Destiny added.

Beyond their skills, their leadership styles balance each other perfectly. Destiny is hands-on, leading by example and driving momentum with a sharp focus on efficiency. Ray, in contrast, brings a steady, reassuring presence—nurturing the team and fostering an environment where people feel supported. While one pushes the business forward, the other ensures it remains grounded.

Ray and Destiny have big plans for Made With Lov, and their journey is just beginning. Expansion is on the horizon, with ambitions to bring their brand to more cities and international markets. They are also exploring innovations and rethinking how African cuisine is packaged, distributed, and experienced globally.

“The biggest impact, I believe, is ensuring customers are treated better. We focus on creating a warm, welcoming experience while also sharing our culture. By pushing our heritage forward, we contribute to elevating Nigerian culture as a whole,” Destiny explains.

As they continue to grow, one thing is undeniable—Made With Lov is more than just a food brand. It celebrates heritage, a fusion of tradition and innovation, and a bold statement that African cuisine deserves its place on the global stage. At its heart, it is built on identity, storytelling, and brotherhood—a tribute to where they’ve come from and a vision for where they’re headed.