Page 24 - KZN Top Busines Portfolio 2020/21

AFRO’S CHICKEN SHOP

Michael Harris
www.afroschicken.co.za

SIMPLE FOOD MADE WELL WITH THE
BEST INGREDIENTS
Afro’s Chicken Shop is a homegrown food brand that
has, until recently, been KwaZulu-Natal’s best kept
secret. We are a small start-up that is proudly local
and passionate about the environment.
Afro’s Chicken Shop was born and raised in KZN.
Although the brand has been establishing shops in
new provinces (Gauteng & Western Cape), our focus
is still firmly on KZN as our largest source of revenue.
This is not incidental - the company’s growth strategy
is heavily focused in KZN and we have chosen to
grow the brand in its starting market first before
opening in new provinces. In addition, Afro’s is proud
to announce that we are now offering our business
model as a franchise.
Local
One of Afro’s core values is “Local”. Although the idea
can be applied to us being home grown in KZN, it has
implications both wider and narrower than this scope.
This is a value that drives decision making in almost all
key aspects of our business.
Afro’s has taken the decision to never buy chicken that
is not locally raised - we do not support the dumping
of product by other countries (harming our economy
and reducing the ability of local farmers and the
production chain to create or maintain jobs).
This has direct financial implications on our business
– we are giving up margin by not buying the cheapest
product that meets specifications. However, we
believe that this is a critical stand to be made, and
trust that the goodwill generated from good business
practices such as this will outweigh the short-term
opportunity cost in the long run.
To be local is to support KZN
We believe Afro’s has contributed to our province
economically not just through our general day-to-
day business processes, but by adding value to the
tourism sector as well.

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