Meet Danielle Crespo

We were lucky to catch up with Danielle Crespo recently and have shared our conversation below.

Hi Danielle, thank you so much for opening up with us about some important, but sometimes personal topics. One that really matters to us is overcoming Imposter Syndrome because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame Imposter Syndrome.

For as long as I can remember, I’ve wanted to be a chef. While other kids were watching Saturday morning cartoons, I was glued to cooking shows featuring legends like Jacques Pépin, Julia Child, and Martin Yan. Cooking wasn’t just a hobby; it was a passion. I even have a drawing from second grade where I depicted myself as a chef in a coat and hat, complete with hot pink high heels because I was determined to be a boss lady chef.

But as I grew up and as it came time to take the next steps toward that dream, I hesitated. I didn’t take the SATs because I was sure I would go to culinary school. However, the daunting cost of culinary school, combined with a crippling fear that I might not be good enough, caused me to abandon that path. What if I wasn’t talented enough to justify the expense? What if, after all that investment, I ended up stuck in a low-level kitchen job with no prospects? Those doubts crushed my childhood dream, and I reluctantly enrolled in community college. I ended up pursuing a degree in Hospitality Management, thinking I could still be close to the culinary world. But that didn’t fulfill me. I hopped from job to job, always feeling like I was on the outside looking in.

Imposter syndrome really took hold when I started working at a catering company as their event coordinator. I would watch the chefs in action, completely absorbed by their craft, and feel a deep sense of inadequacy. I had no formal culinary training, so how could I ever be one of them? That nagging voice of self-doubt kept me from pursuing what I really wanted. It wasn’t until I lost yet another job that I had a moment of clarity: I wanted to be a chef, and it was time to stop tiptoeing around it.

I enrolled in culinary school at Le Cordon Bleu in San Francisco, where I quickly realized just how male-dominated the industry was. My early experiences were filled with failures—broken sauces, undercooked eggs, overcooked meats, and countless mistakes that made me question whether I was cut out for this. Looking back, these moments seem almost prophetic, hinting at my eventual path to becoming a vegan chef.

During my first restaurant job in New York, I was so nervous that it took me over an hour to prepare a simple staff meal on my second day. My nerves got the best of me, and I was convinced I wasn’t good enough. I was relegated to plating desserts, but I persisted, working my way up the line, always second-guessing myself. My plating felt clumsy, and I worried that it didn’t come as naturally to me as it did to others. Yet, despite all the doubts, I couldn’t shake the desire to one day have a food business of my own.

When I moved back to the Bay Area during the pandemic, I knew it was now or never. I poured everything I had into launching Vegan Chula, a business that combined my love for food with a commitment to plant-based cooking. Even then, imposter syndrome lingered. I’d lose sleep over my menu, worrying that it wasn’t good enough, that people wouldn’t take me seriously, or that I didn’t fit the mold of a “real” chef. On top of that, the reality of being a first-time business owner began to set in—I knew nothing about running a business, from bookkeeping to taxes. I was in over my head. But despite the self-doubt, my determination kept me pushing forward.

I launched Vegan Chula in November of 2021, and the initial response was overwhelmingly positive—far beyond anything I had imagined. Yet, I struggled to fully embrace the praise, often convincing myself that people were just being kind. But as I began doing pop-ups and catering, the buzz only grew louder. People started recognizing me, lines formed at my events, and loyal customers kept coming back. Slowly, it began to sink in that maybe, just maybe, I did belong—not only in the culinary world but in the business world as well. Determined to fill the gaps in my knowledge, I pushed myself into entrepreneurial spaces, sought guidance from business coaches and professionals, and enrolled in business academies and programs to refine my strategy and planning. I was evolving into a true business owner.

The turning point came when I understood that every struggle, every doubt, and every failure had shaped the path to where I am now. Overcoming imposter syndrome wasn’t about erasing those feelings; it was about pushing forward despite them. It was about consistently proving to myself that I belong in the culinary world. And now, seeing the success and growth of Vegan Chula, I can confidently say that every challenge along the way was well worth it.

Thanks, so before we move on maybe you can share a bit more about yourself?

At Vegan Chula, I’ve created more than just a food service; it’s a mission to reshape how we think about plant-based eating here in the East Bay of California. I started this journey influenced by my own shift to veganism during culinary school, where I realized that if I was going to make food my life’s work, it had to be sustainable, kind and compassionate towards all beings.

We pop up several times a month throughout the Bay Area, giving patrons the opportunity to come out and try our food. We’re also available for catering at special events, bringing our unique flavors to everything from intimate gatherings to cocktail parties and showers. Every dish we offer is crafted from scratch, using fresh, locally sourced ingredients to create vibrant, flavorful experiences that challenge the mundane and bring excitement to vegan dining. It’s about proving that plant-based food can be as satisfying and diverse as any traditional cuisine, without the environmental toll or ethical compromises. At Vegan Chula, we blend my Mexican heritage with my culinary experiences to offer a menu that’s both crave-able and comforting, designed to cater to both die-hard vegans and those just exploring plant-based eating.

Looking ahead, my vision for Vegan Chula is to open the first fully vegan Tapas Restaurant & Bar in the East Bay—a place where community, culture, and innovative vegan cuisine come together.

Currently, you can find me every third Sunday at the Fourth Street Maker’s Row Brunch Fest. Stay updated with our latest pop-up locations and book us for catering by visiting veganchula.com. For real-time updates and a peek into our vibrant offerings, follow us on Instagram at @veganchulaeats.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Reflecting on my journey, three key qualities have profoundly shaped my path: being detail-oriented, maintaining integrity, and trusting my intuition.

Being Detail-Oriented: It pays to pay attention. Remembering small details, learning from observations, and applying insights without being prompted have been crucial in setting me apart. To improve this skill, consistently practice observing and noting details in your daily tasks.

Maintaining Integrity: Always do what you promise, and follow through on your commitments. In a world where reliability can be rare, being someone who consistently shows up as promised leaves a lasting impression. People will remember you when you show up with integrity and even more-so, they will remember when you don’t. You never know how your present connections can show up in your future. Develop this trait by holding yourself accountable and valuing others’ time as you do your own.

Trusting Your Intuition: Listening to my gut has guided me to incredible opportunities. If something feels wrong, pay attention, and if something feels right, pursue it with vigor. Strengthening this sense involves giving yourself the space to listen to and trust your inner voice.

For those early in their journey, my advice is to cultivate these qualities diligently. Pay attention to the details in your work, act with integrity in all interactions, and learn to trust your instincts. These steps will build a solid foundation for success in any field.

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

It’s never just one person who’s been instrumental in my journey; it’s a collective of mentors and peers across various stages of my life. During culinary school, certain instructors recognized my potential and imparted invaluable wisdom. In New York, my first boss mentored me extensively, teaching me the intricacies of running a small food business—the ups, the downs, and the gratification it brings. At my first restaurant, both my head chef and kitchen manager provided encouragement and guidance, while respected coworkers boosted my confidence on the line. After returning home, various business coaches and academy instructors, alongside cohort members, shared their knowledge and experiences generously. Each person brought unique insights and support that have been crucial at every step of my journey, and I am deeply grateful for their contributions.

Contact Info:

• Website: https://www.veganchula.com
• Instagram: @veganchulaeats
• Other: https://www.happycow.net/reviews/vegan-chula-oakland-337980