Business

The man running an ultra-luxury petrol station in South Africa’s richest city

Kirsten Minnaar • 16 October 2025

Muhammad Patel created one of South Africa’s most high-end petrol station forecourts, Relish Delux, which serves gourmet food, curated products, and a luxury shopping experience.

As Relish’s executive chef, Patel is at the forefront of one of South Africa’s biggest new dining trends, but his interest started at a young age when he learned to cook in his family’s kitchen.

“Cooking has always been more than just food for me – it’s been my escape, my passion, and my purpose,” Patel explained in a recent social media post. “As a kid, the kitchen was my safe space, a place where I could just be me.”

Patel was only 10 years old when he attempted his first dish – a classic vanilla ice cream he made for his family.

“I have some of my best memories cooking alongside my mom, and in my family, every celebration was centred around food,” he said.

“That’s what drew me in – the way a meal can nurture, bring people together, and create lasting memories.”

School, however, never drew Patel. While he struggled with academics, the kitchen, with its chaos and pressure, just made sense.

“People told me I’d never make it as a chef, but I was determined to prove them wrong. At 17, I started working in a small pop-up takeaway, and a few years later, I pursued professional cookery,” he said.

This led to him working under one of South Africa’s most celebrated chefs, where he climbed the ranks and eventually ran one of his operations.

“The long hours, the sweat, the relentless pursuit of perfection – it’s all worth it when a guest walks in, experiences the food, and leaves with something unforgettable,” he said.

After working as a professional chef for seven years, Patel started cooking up an idea for a new dining experience.

He realised that there was a gap in the halaal food space, since there weren’t many places that offered good, restaurant-quality food at an affordable price point.

“How do we build a brand in our halaal community? We don’t have much, we don’t have a lot of places to go through and to go sit,” he explained to Salaamedia. And so, the idea for Relish Delux was born.

Relish Delux

In April 2025, Patel opened Relish Delux, a halaal, 24/7 luxury convenience store attached to an Astron Energy fuel station, in Jan Smuts Avenue, Johannesburg.

Customers can buy a number of food items, from wood-fired oven pizzas and gourmet burgers to coffee and pastries. Relish also has a traditional convenience store, which one may expect to see at a normal petrol forecourt.

However, unlike normal convenience stores, Relish has a unique product range, including imported goods, flower arrangements, handcrafted local goods and restaurant-quality to-go meals.

Shoppers can also find items like Legos, board games, beauty products, party decorations, and meats and cheeses. The store’s design is also very intentional. The outside has a futuristic look to complement Astron Energy.

Inside, the store features green, copper, and orange tones. There is also plenty of seating, with the aim of giving customers a restaurant-feel with the convenience of a petrol station.

“At Relish, I’m building something different. A world-class halaal dining experience – one that hasn’t been done at this level before,” Patel said.

“I know firsthand how tough it is to be a Muslim chef in an industry with limited halaal opportunities.”

“That’s why I’m not just creating a restaurant; I’m building a space to grow the next generation of chefs.”

Patel said he has tasted, tested, and perfected every dish that leaves the kitchen. He explained that the menu at Relish is deeply personal to him.

“It’s inspired by the flavours that shaped me – bold Indian influences, rich flavours, and dishes that are both simple and unforgettable,” he said.

“More than anything, it’s about sharing – good food, great experiences, and a place where every guest feels at home.”

Business is booming

Patel told Times Live that, as the executive chef at Relish, his day-to-day is very chaotic, especially because the business is open 24 hours day.

“We’ll start off very, very early. Whether it be meetings with certain unique suppliers to get stuff that you won’t find in any other store, whether it be on the food side, or creating new dishes,” Patel said.

His work also consists of building and growing the team, mentoring them and teaching them how to create dishes.

Since the store opened a few months ago, it has quickly cemented itself as one of Rosebank’s top petrol stations and dining locations.

“It’s been an intense journey, but it’s been a very memorable journey. We’ve met thousands of people who walked through the store. When they walked in here, they were really surprised by every single thing,” Patel said.

“They look at the decor, they look at the feel, they look at the items that we do sell in the store – whether it be on the retail site, all the exclusive imported products as well as our coffees, our pastries, our food. People go crazy for that.”

Going forward, Patel explained that Relish has even more plans for the Rosebank location and many expansion ideas for the coming years.

“We’re looking to grow this brand and make it a full halaal operation. A space like this hasn’t been done,” Patel said.