We recently connected with Damian Ettish and have shared our conversation below.

Damian, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

My journey into food started with an actual journey. I left an advertising job in London, England to pursue an interest in Indian street food on the streets of India for six months. I called this “mere foodie yatra” which translates to my foodie journey.

After returning to London I continued working in the advertising field but immersing myself in the local food scene in the evenings and weekends. I even started cooking lunches for colleagues on weekends to bring into the cc office on Mondays.

Eventually I reached a point where I had to pursue this culinary interest further so I packed up all my belongings and shipped them home to South Africa while I took absorber six months to travel and learn star food in Thailand and Vietnam.

I finally ended back in SA and bought an old VW camper van and turned it into a food truck (one of the first in Cape Town). I ran this little kitchen on wheels for about two years before moving to the US where I got married and started Fetty’s Street Food in columbus, Ohio. Still specializing in Thai and Indian street food (with some South African thrown into the mix).

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I really got started in the food business as I’ve always had an aptitude for customer service and sharing a piece of me through food. Even before I learned to cook somewhat professionally.

I’m most proud of the fact that I have managed to build my food truck from scratch to one of the highest rated trucks in Columbus, which is one of the most competitive and vibrant food truck markets in the US.

The food I make is unique to the point of being authenticity flavored while also appealing to the mid western palate. Think fried chicken with Thai curry sauces or smoky fried rice with a little more sweetness than usual.

I am of course beyond grateful to the people who have supported me in the journey. The ones who come to the truck week in and out and who I know by name and order.

We’d love to hear a story of resilience from your journey.

The journey of Fetty’s Street Food has been challenging due to several factors;

– Starting by giving up a guaranteed paycheck at a top three advertising agency in the world to pursue a dream is risky and scary.
– Traveling alone on a tight budget through Asia without a plan.
– Returning the South Africa and spending all my savings on a truck with no guarantee it’ll be a success.
– Selling that truck to fund the opportunity to move to the US to be with the love of my life but also not knowing what next.
– Having her parents help financially get a box truck and convert it into a food truck.
– Navigating starting a business in a foreign country.
– Building the brand, customers and a menu of items not familiar to the local population.
– Covid causing uncertainty and decimating local opportunities so having to “pivot” to other ways of bringing my food to customers.
– managing regulation changes, price increases, imported produce uncertainties, increased competition, standing out from expectations and convincing new customers to “give us a try”

All these things together has been difficult but rewarding seeing it come to life and be successful to date.

Can you tell us about a time you’ve had to pivot?

Covid naturally comes to mind here. I used to frequent locations in our downtown area which I’d built up to being a solid income stream but when Covid happened and employees were mandated to work from home foot traffic downtown fell to near zero.

The pivot for food trucks came by way of shifting from lunch service to dinner service in neighborhoods. Since people couldn’t go out to restaurants we were a lifeline to them as well as them to us. But this wasn’t enough.

I decided to start making sauces and hard to find items which I’d sell from the truck by taking orders and arranging pick ups. This wasn’t relatively successful and got me through the toughest part of Covid. In fact I still do this today and use it as a secondary income stream, especially through winter when business is slower.

Contact Info:

• Instagram: https://www.instagram.com/fettys_street_food/
• Facebook: https://www.facebook.com/fettysstreetfood/
• Twitter: https://x.com/thefet
• Yelp: https://m.yelp.com/biz/fettys-street-food-columbus