Leonardo Willams

Illustration by Margarita Babina

Restaurateur, creator of Dinner Table Talks, & financial equity organization founder Leo Williams aims to support, sustain and enhance the small business community throughout North Carolina.

While a distressing time for many, Williams suggests now is an opportune moment to define our own return on investment.

Why are you a small business advocate?

My wife Zweli and I met in college, here in Durham at NCCU, and later married and started a business. Zweli and I both come from humble beginnings and still live modestly. We’re fortunate to have our own business, which is a form of privilege, so we’re committed to contributing to what makes Durham special, and nourishing our community and the little piece of culture we add to our city.

Small businesses are the backbone of our economy. We honor Durham’s risk takers, our entrepreneurs, our economy sustainers. There’s also a rich history of Black wealth and entrepreneurship, as Durham was built on the backs of Black entrepreneurs.

What are some ways the pandemic has changed how businesses function?

If you're a small business owner, you've been blessed with the amazing gift of perseverance. The state of this global pandemic has led to some businesses expanding, while many others have closed for good. Businesses have had to be agile in this environment.

In the restaurant world specifically, sales have dropped nearly 80% for many, while corporate price gouging on necessities like PPE has increased by nearly 70% in some cases.  

At my restaurant, Zweli's, we've shielded our staff and business from the pandemic by incorporating heightened safety measures, becoming our own delivery drivers, opening later & closing earlier, reducing some menu items that were not high volume, changing catering options and more. 

These are just a few methods used to survive while maintaining daily functionality.  

What does choosing “culture over convenience” mean?

Small businesses, and people in general, are currently facing many forms of adversity. From lower funds, rising crime & larceny, to lowering sales & shutdowns, we need investment within our community. For every $100 given to local owners, at least $45 is reinvested there, while only $14 stays if that money is spent at a national chain or elsewhere. At what cost do we sacrifice culture for convenience, losing what is locally grown, locally given? 

Locally owned shops and restaurants are the most vital components to recovering our country to normalcy and then prosperity. We bring authenticity to culture, provide job opportunities; from a teenager’s first work experience, to careers that last until retirement. We give diversity to the character of the Bull City. We create that quiet space for the scholar, and the event space for the celebrations and precious memories. We provide healthcare or healthcare assistance for our employees. Our contributions are endless to our communities. The benefit is knowing and sharing the love invested into your local experience. 

How could business thrive under pandemic conditions and economic uncertainty?

The pandemic has exposed inequities in every layer of our society. Small businesses are not immune to them. We can thrive when we can keep businesses running to keep people employed and our community culture active. 

So for patrons, this is why it's important to support locals and know thy neighbor. Doing so contributes to an ecosystem of care. That’s why since January 2020, in coordination with community partners, volunteers and our staff at Zweli's, we’ve served nearly 50,000 meals to those who have need in Durham.

And for business owners, this means taking a closer look at staffing in regard to keeping as many people employed while still being able to afford to pay them. Also, it’s important to ensure you've taken advantage of all government relief programs and unemployment benefits.

What collective action can we take to support one another?

There are a few initiatives we all can follow to support local:

Durham Delivers was created out of the desire to help local restaurants whose dining rooms were shuttered due to COVID-19 get their food to customers. By grouping orders at one location and time, while eliminating hefty service fees levied by popular delivery apps, Durham Delivers provides a financially viable option for independent restaurants, while adding new delivery options for customers.

The Shop Durham Program was designed to reward you for shopping locally, but it’s much more than that. When you use your Shop Durham card, you stimulate our local economy and keep your dollars in Durham- which creates jobs & embraces what makes Durham unique.

There’s also something called the #durhamtakeout pledge. This is the campaign started by a few restaurant owners in an effort to keep the city aware of the benefit to buying local. It’s asking us to order takeout once or twice a week from a locally owned restaurant.

 Early registration for Leo's masterclass, Profiting in a Pandemic here.