In the heart of Northeast Washington, D.C., Today’s Pizza at 3928 12th St NE is a testament to Black entrepreneurship and faith‑based business. Co‑owners Aqil Baker and Kwabena Shahir Nkrumah have built a halal pizzeria that reflects both Black culture and Islamic principles, while confronting the economic pressures that challenge many small restaurants.
Finding a Niche in a Competitive Market
When Baker’s wife, a real‑estate broker, learned the existing pizza shop was for sale, the couple saw an opportunity despite Baker’s lack of food‑service experience. Drawing on a family food‑business background on 7th Street NW, they entered a $40 billion pizza market with a vision: a pizza shop that serves the Black experience and offers halal alternatives to pork‑based toppings.
The menu features oxtail, jerk chicken, salmon and shrimp pizzas, plus a signature “DC carryout” pizza topped with French fries, fried chicken and mambo sauce. By offering pepperoni, ham and sausage made without pork, the owners fill a gap left by larger chains that rely on pork products.
Financial Realities and Creative Solutions
Rising labor and ingredient costs have made profitability a daily challenge. D.C.’s recent minimum‑wage increase to $18.40 an hour forces the shop to employ a larger staff to maintain its labor‑intensive menu. Premium ingredients such as salmon, shrimp and oxtail can cost up to $9 a pound, prompting careful portion control and pricing strategies.
“It’s really hard to be profitable in a climate like this,” Baker said, emphasizing the need for ingenuity. The owners stress financial literacy, tracking payroll, food costs, pricing and portion sizes to stay in the black on their books.
Financing Without Interest
Because the owners adhere to Islamic finance principles, they avoid interest‑based loans, which they view as oppressive. Instead, they rely on grants and interest‑free capital, a limitation that makes equipment purchases and expansion more difficult.
“For me, the biggest business challenge that we have as Muslims is that we don’t accept interest‑rate‑based loans,” Baker explained. “It’s oppressive to the person when they borrow $1,000 and have to pay back $2,000.”
Community‑Driven Marketing
Rather than spending heavily on traditional advertising, Today’s Pizza leverages social media. Viral TikTok videos and customer‑generated content have drawn patrons from across the nation, including Seattle Seahawks fans who visited during a Washington Commanders game.
“We’ve had such a grassroots following from all over the world,” Baker said, noting that online buzz drives much of the restaurant’s business today.
Advice for Aspiring Entrepreneurs
Nkrumah warns that the path is “not for the faint of heart.” He urges prospective owners to conduct thorough homework on startup costs, projections and location, and to be prepared to work hands‑on during the early stages.
“Being an owner, sometimes you’re going to have to do more work than the people that work in the store,” he said. “In the beginning, be ready to get your hands dirty, move your business forward, and go from there.”
Original reporting: The Washington Informer — read the source article.
