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The path to entrepreneurship can sometimes begin in unexpected places. For Spiced Black co-founders Ameer and Tashae Jones, the journey started in second grade, where their childhood friendship would later set the stage for marriage and the creation of a new frontier in the fast-casual dining landscape.
Although their paths would go in different directions in the sixth grade when Tashae’s family moved to Largo, Maryland, their hometown of Philadelphia kept the two in its orbit. Years later, as Ameer studied mechanical engineering at Villanova University and Tashae pursued electrical engineering at Temple University, a mutual friend’s college party reunited them. Their rekindled connection blossomed into romance, eventually leading them back to Prince George’s County, Maryland, where they ultimately built a family and a business.
Engineering Spiced Black
Like many others, the COVID-19 pandemic pushed the Jones family into their kitchen, where they prepared meals that honored their African American roots. When Tashae’s second pregnancy made cooking unsustainable, they struggled to find healthy takeout versions of their favorite cultural comfort foods.
Rather than accept the status quo, the husband-and-wife duo leveraged their engineering expertise to build a bridge between African-diasporic food and health-conscious cooking.
“The African diaspora represents a breadth of different foods,” says Tashae. “We wanted to open a restaurant that shows Black food is not a monolith and the recipes we grew up on can be enjoyed in a healthy way.”
Ameer adds, “We spent a significant amount of time seeing if there was a concept like this that exists if we could do it, and what it would take to do it since we didn’t have professional restaurant or cooking experience.”
The couple’s first step was reaching out to award-winning chef Kurt Evans, who grew up a block away from Ameer in Philadelphia. Evans’ track record demonstrated his strong business acumen and commitment to community engagement.
With 18 years of culinary experience, the chef founded multiple successful restaurants throughout Philadelphia while also earning recognition from the World’s 50 Best Restaurants as a “Champion of Change” for his work in second-chance hiring.
“Coming from the fine dining side of the culinary world, the process of developing a fast-casual restaurant opened my eyes to a whole different side of the industry,” says Evans. “I gladly took on the challenge because I knew Spiced Black was a concept the restaurant industry needed.”
A New Take on Fast-Casual Dining
Three years of preparation laid the groundwork for the launch of Spiced Black. While searching for their ideal location, the team crafted a menu that honors the diversity of Black cuisine, combining the flavors of West Africa, Southern soul food, the Caribbean, and Afro-Latino regions into customizable grain bowls and salads.
In February 2024, Spiced Black opened its doors in Prince George’s County, an area well known for its thriving Black professional community. By offering healthy interpretations of familiar flavors at accessible prices, the restaurant brought something unique to this affluent market and quickly built a loyal following among customers seeking nutrition, nostalgia and value.
“What we do at Spiced Black is take fresh ingredients that descendants from the diaspora can identify and feel great about consuming,” says Evans. “That’s what sets us apart from other fast-casual restaurants.”
From southern comfort to Créole flair, Spiced Black’s top sellers traverse multiple regions. The BBQ Southern Soul Bowl layers barbecue chicken, white rice, sweet potatoes, collard greens, homemade cornbread croutons and signature cheddar cheese sauce, while the New Orleans-inspired Jambalaya Etouffee Bowl includes red rice, charred okra, green onion and etouffee sauce.
Even the beverage menu at Spiced Black maintains the same health standards as its food offerings. Free from artificial sweeteners, their housemade drinks include a tropical fruit punch blending mango, pineapple, guava and orange juices. Their cucumber mint lemonade and kale lemonade options also provide an elevated take on a beverage often filled with high amounts of sugar.
Spiced Black’s interior design received an equal amount of attention to detail. The space features African-inspired counter tiles and striking wall art. The focal point is a custom mural by artist Natalie Daise. She is known for her role as Natalie Alston on Nickelodeon’s “Gullah Gullah Island” and her signature artistic style featuring collard greens to pay homage to Black culinary roots.
One year into operations, Spiced Black has just begun to find its rhythm. Chef Evans immediately drew from his extensive restaurant background and has masterfully managed kitchen operations and menu development.
Although the Jones’ engineering backgrounds have proven valuable, they’ve also learned that technical skills alone aren’t enough. Their decision to work alongside staff and learn every position firsthand enabled them to develop processes that balance efficiency and practical application.
“Given our engineering careers, developing operational systems came very naturally to us,” says Tashae. “With Ameer and I having no restaurant experience, we knew that aspect would present a learning curve. It was important for us both to work in every role to better understand what our employees are experiencing and what changes should be made to improve our business.”
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Spice is the New Black
The restaurant’s early triumph suggests their methods are working. Spiced Black maintains impressive ratings on review platforms and continues to receive increasing community support.
Regular customers greet staff like family, and first-time visitors often express gratitude for bringing healthy food options to the area. “People come in and say, ‘Thank you so much for being here in the community. You don’t know how badly we needed this,’ says Ameer. “For us, getting that feedback makes it all worth it.”
With a successful proof of concept, Spiced Black stands ready for thoughtful expansion. The three founders maintain their goals of reshaping the fast-casual dining industry and proving that Black-inspired cuisine and healthy eating can coexist.
“Our goal is to one day open more Spiced Black locations throughout the DC area,” says Ameer. “However, we’re okay with slower expansion as long as the business continues to grow the right way.”
For more information on Spiced Black, visit the website and follow the brand on Instagram and Facebook. Visit the location at 10420 Campus Way S in Upper Marlboro, Maryland, Monday – Sunday from 11 am – 9 pm.
