1. Positioning Adehye Fast Food
as the # 1 Fast Food brand in
Ghana
By BAJAS CONSULT

2. The Journey so far
Established in 1987
Renowned for our delicious meaty meat pies
Average walk-in clients 500 monthly
Growth expected in the fast food market

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

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

5. Survey
25 %
23%
Health
Price
Convenience
12%
40% Speed of Delivery
Healthy, delicious and convenient meals served at affordable prices

6. Fast Food Industry Trends
1200000 Market Share
1000000 Wayside
Food
800000
Vendor
600000 12% Papaye
14%
400000 Price
200000 Nutrition 32% 82%
0 Convenience Chicken
Inn
Others
Estimated Potential Market Share 600,000
Source: Ghana Assoc. of Industries

7. 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

8. Additional Services
• Toll – free line
• Delivery Service
• Facebook pre-orders7
• Drive Through Service

9. Executive Breakfast
Menu
Corporate Breakfast – GH3.00
Hausa 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. LUNCH MENU
Chicken n Chips Adehye Gari Foto
Royal Indomine Surprise Rice Available on Request
‘A Royal Treat’

11. Promotion
Sampling: 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

12. THE TEAM
A Highly Skilled experienced chef poached from a luxurious 4 star Hotel
Great backroom staff - 6
Friendly customer focused waiters - 4
Drive through and Delivery Service Persons – 2

13. Financial Analysis
Total Cost of Expansion Breakeven
GHC 27,000 6 Months
• Sales Revenue of GHC 5000
Costs Amount a month
(GHC) Monthly target of
600 walk in customers
Marketing & 3000 30 Corporate clients
rebranding 50 registered delivery clients
Equipment 5000
Sources of Capital
Salaries 4000 Internally
Delivery Truck 15000 Generated
40% funds
GHC 27,000
60% Bank Loans

14. Implementation Plan
Phrase 1 Rebranding & Marketing
Campaign
24/1/12 - 27/4/12
Recruitment of
Phase 2 Additional Staff
Purchase of
1/2/12 – 30/3/12 Delivery Truck
Phase 3
Sampling & Launch of
1/4/12 – 12/4/12 Buffet Friday Corporate &
Official Launch
Delivery Service