adehye foods.pptx

8/13/2019 Adehye Foods.pptx

1/15

Positioning Adehye Fast Food

as the # 1 Fast Food brand inGhana

By BAJAS CONSULT


2/15

The Journey so far

Established in 1987

Renowned for our delicious meaty meat pies

Average walk-in clients 500 monthlyGrowth expected in the fast food market


3/15

Busy work schedules means increasingly

less time spent at home cooking.


4/15

Given the plethora of fast food joints available, what does the average customer

expect from his food ?


5/15

Survey

Healthy, delicious and convenient meals served at affordable prices

23%

40%

12%

25 %

Health

Price

Convenience

Speed of Delivery


6/15

Fast Food Industry Trends

0

200000400000

600000

800000

1000000

1200000

Price

Nutrition

Convenience

Source: Ghana Assoc. of Industries

82%

32%

14%12%

Market Share

Wayside

Food

Vendor

Papaye

Chicken

Inn

Others

Estimated Potential Market Share 600,000


7/15

Strategy

Diversify Meals with a focus on local dishes

Turn the Adehye into an enjoyable visit thats rewarding and inviting

Cater to different Market Segments:

Executives and professionalsBargainers eg. Students, office workers, white collar


8/15

Additional Services

Tollfree line

Delivery Service

Facebook pre-orders7 Drive Through Service


9/15

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.


10/15

LUNCH MENU

A Royal Treat

Chicken n Chips Adehye Gari Foto

Royal Indomine Surprise Rice Available on Request


11/15

PromotionSampling: Tasting is believing. Thats 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 well interact with clients

Radio Advertisements: Agreement reached with major radio stations to broadcast

adverts in exchange for free breakfast& lunch meals


12/15

A Highly Skilled experienced chef poached from a luxurious 4 star HotelGreat backroom staff - 6Friendly customer focused waiters - 4

Drive through and Delivery Service Persons

2

THE TEAM


13/15

Financial Analysis

60%40%

Sources of Capital

Internally

Generated

funds

Bank Loans

Total Cost of Expansion

GHC 27,000

Breakeven

6 MonthsSales Revenue of GHC 5000

a month

Monthly target of

600 walk in customers

30 Corporate clients

50 registered delivery clients

Costs Amount

(GHC)

Marketing &

rebranding

3000

Equipment 5000

Salaries 4000

Delivery Truck 15000

GHC 27,000


14/15

Implementation Plan

Phase 3

1/4/1212/4/12

Phase 21/2/1230/3/12

Phrase 1

24/1/12 - 27/4/12

Rebranding & MarketingCampaign

Recruitment of

Additional Staff

Sampling &Buffet Friday Official Launch

Purchase ofDelivery Truck

Launch ofCorporate &Delivery Service


15/15

adehye foods.pptx

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