positioning adehye foods as the #1 fast food brand in ghana

Positioning Adehye Fast Food as the # 1 Fast Food brand in Ghana

By BAJAS CONSULT

The Journey so far

Established in 1987Renowned for our delicious meaty meat piesAverage walk-in clients 500 monthlyGrowth expected in the fast food market

Busy work schedules means increasingly less time spent at home cooking.

Given the plethora of fast food joints available, what does the average customer expect from his food ?

Survey

Healthy, delicious and convenient meals served at affordable prices

23%

40%

12%

25 %

HealthPriceConvenienceSpeed of Delivery

Fast Food Industry Trends

Way

side Se

llers

Frankie

s

Papay

e

Chicken In

n0

200000

400000

600000

800000

1000000

1200000

PriceNutritionConvenience

Source: Ghana Assoc. of Industries

82%32%

14%12%

Market Share

Wayside Food VendorPapayeChicken InnOthers

Estimated Potential Market Share 600,000

Strategy

• Diversify Meals with a focus on local dishes• Turn the Adehye into an enjoyable visit that’s rewarding and inviting• Cater to different Market Segments: Executives and professionals Bargainers eg. Students, office workers, white collar

Additional Services

• Toll – free line• Delivery Service• Facebook pre-orders7• Drive Through Service

Menu

Executive Breakfast

Corporate Breakfast – GH3.00Hausa Koko with Bread or Koose Tom Brown with Bread or Koose Beverages : Tea, Coffee, Chocolate Drink, Fruit juice

‘Improve your performance, energize your brain and keep your day on track.’

LUNCH MENU

‘A Royal Treat’

Chicken n Chips Adehye Gari Foto

Royal Indomine Surprise Rice Available on Request

PromotionSampling: Tasting is believing. That’s the best way to build recognition and it is more effective and less expensive than advertising.

Promotional Packaging:

Social Media Marketing: Launch an aggressive campaign on social media sites such as Facebook, Twitter where we’ll interact with clients

Radio Advertisements: Agreement reached with major radio stations to broadcast adverts in exchange for free breakfast & lunch meals

A Highly Skilled experienced chef poached from a luxurious 4 star HotelGreat backroom staff - 6 Friendly customer focused waiters - 4Drive through and Delivery Service Persons – 2

THE TEAM

Financial Analysis

60%40%

Sources of Capital

Internally Generated fundsBank Loans

Total Cost of Expansion GHC 27,000

Breakeven 6 Months• Sales Revenue of GHC 5000 a monthMonthly target of600 walk in customers30 Corporate clients50 registered delivery clients

Costs Amount (GHC)

Marketing & rebranding

3000

Equipment 5000

Salaries 4000

Delivery Truck 15000

GHC 27,000

Implementation Plan

Phase 31/4/12 – 12/4/12

Phase 21/2/12 – 30/3/12

Phrase 124/1/12 - 27/4/12

Rebranding & Marketing Campaign

Recruitment of Additional Staff

Sampling & Buffet Friday Official Launch

Purchase of Delivery Truck

Launch of Corporate &

Delivery Service