For Jenna Hayes, food has always been much more than a profession. It has been a lifelong passion and a dream she has worked towards since she was just thirteen years old. From an early age, she knew she wanted to become a chef, and that dream eventually led to the creation of Spoon, a restaurant that reflects not only her love for cooking but also her belief that great food brings people together.
Jenna Hayes | Owner and Chef | SPOON EATERY & PIZZERIA
At EliteX, we are proud to have Jenna Hayes as part of the edition: The 5 Most Admired Entrepreneurs to Watch in 2026.
After completing high school, Jenna studied at the 1000 Hills Chef School, where she developed the skills needed to begin her professional journey. She started her career at Sprigs The Food Shop in Kloof, where she gained valuable experience over two and a half years. Looking to broaden her knowledge, she moved to London with plans to gain experience before joining the superyacht industry. What was meant to be a short stay turned into an exciting opportunity when she was offered a full-time position at one of the famous Ottolenghi restaurants. Although it was a difficult decision, Jenna chose to follow another dream and began her career as a yacht chef.
“When passion meets purpose, every meal becomes a lasting memory.”
Over the next seven years, she travelled the world, worked alongside highly talented chefs, and explored a wide range of international cuisines. From Mediterranean dishes to traditional Japanese cuisine, every experience added to her knowledge and strengthened her skills. During those years, however, one dream remained constant. While working across the world, Jenna and her family spent years planning Spoon, carefully thinking through everything from menus and décor to sourcing ingredients and creating the right atmosphere.
Spoon eventually became the place where Jenna’s passion for food met her love for family, friends, and meaningful experiences. She wanted to create a restaurant where guests could slow down, enjoy long conversations, and truly appreciate good food in a welcoming environment. Every detail of the restaurant reflects her belief that dining should never feel rushed but instead become a memorable experience shared with loved ones.
Jenna’s decision to become an entrepreneur was inspired by the example set by her parents. Growing up, she watched them successfully run their own business while maintaining the flexibility to always be present for important family moments. Their ability to balance work and personal life inspired her to build a business that would allow her to pursue her passion while enjoying life’s important moments. Hospitality gave her the perfect opportunity to combine creativity, business, and human connection.
The hospitality industry continues to evolve, and Jenna believes customers today expect much more than simply a good meal. People are becoming increasingly intentional about where they choose to dine. As a result, restaurants must deliver outstanding food, excellent service, a welcoming atmosphere, and an enjoyable overall experience. For Jenna, there is no place for average. Every visit should exceed customer expectations and earn their trust to return again.
Like many restaurant owners, Jenna has faced significant challenges. Rising food costs, especially for meat, seafood, and dairy products, have placed pressure on restaurant operations. Increases in fuel costs have also resulted in additional supplier charges that businesses often need to absorb rather than pass directly to customers. Another ongoing challenge is balancing premium quality with profitability. Jenna believes customers deserve the very best, but maintaining that standard requires careful financial planning and smart decision-making.
“Success in hospitality comes from creating experiences that guests want to return to.”
During difficult times, Jenna relies on the strong support of her family and friends. Their encouragement helps her stay focused, while her determination and belief in her team give her the confidence to overcome challenges. She understands the importance of maintaining a positive mindset and always remembering why she chose this career.
One of Spoon’s greatest strengths is its distinctive menu and welcoming atmosphere. Jenna’s international experience is reflected throughout the restaurant, from the carefully designed dishes to the overall dining experience. As a chef who remains actively involved in daily operations, she maintains a hands-on leadership style that helps ensure consistency and quality.
For Jenna, success is measured by much more than financial results. She believes true success comes from building a sustainable business that supports her personal, professional, and financial goals while creating value for customers, employees, and the wider community. She sees leadership as an opportunity to inspire others through integrity, honesty, adaptability, empathy, and clear communication. Leading by example and creating a positive workplace culture allows her team to grow while working toward shared goals.
She also believes that motivated employees create exceptional customer experiences. Open communication between the kitchen and front-of-house teams, recognising hard work, and treating everyone with respect have helped Spoon build a loyal and dedicated workforce. Remarkably, Jenna continues to work with the same team members who joined her when the restaurant first opened three years ago, something she considers one of her proudest achievements.
Looking ahead, Jenna believes the future of hospitality will be shaped by technology, sustainability, locally sourced ingredients, and personalised customer experiences. Artificial intelligence, online ordering, and digital engagement will continue to transform the industry, but she believes genuine hospitality, excellent food, and personal service will always remain the foundation of lasting success.
As Spoon continues to grow, Jenna hopes to establish it as one of the leading dining destinations in the region. Future plans include expanding into catering services, hosting private events, developing new dining concepts, and eventually opening a sister restaurant. Through passion, consistency, and a commitment to excellence, Jenna Hayes continues to build a business that brings people together, one memorable meal at a time.
“Great restaurants are built on consistency, passion, and people who care.“
