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
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The Journey so far
Established in 1987Renowned for our delicious meaty meat piesAverage walk-in clients 500 monthlyGrowth expected in the fast food market
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Busy work schedules means increasingly less time spent at home cooking.
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Given the plethora of fast food joints available, what does the average customer expect from his food ?
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Survey
Healthy, delicious and convenient meals served at affordable prices
23%
40%
12%
25 %
HealthPriceConvenienceSpeed of Delivery
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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
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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
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Additional Services
• Toll – free line• Delivery Service• Facebook pre-orders7• Drive Through Service
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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.’
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LUNCH MENU
‘A Royal Treat’
Chicken n Chips Adehye Gari Foto
Royal Indomine Surprise Rice Available on Request
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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
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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
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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
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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
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