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