Page 70 - 2019\20 KZN Top Business Portfolio - EBOOK

AFRO’S CHICKEN SHOP

www.afroschicken.co.za

SIMPLE FOOD MADE WELL WITH THE Currently, the brand has 12 shops in KZN, with only
BEST INGREDIENTS five shops in other provinces. Within KZN, our primary
region is the eThekwini municipality. Here, we are
Afro’s Chicken Shop is a homegrown food brand that geographically dispersed and feature within multiple
has, until recently, been KwaZulu-Natal’s best kept economic hubs.
secret. We are a small start-up that is proudly local The Durban community are avid Afro’s supporters
and passionate about the environment.
and help to drive our new shop location decisions.
Afro’s Chicken Shop was born and raised in KZN. Local is Lekker
Although the brand has been establishing shops in
new provinces (Gauteng & Western Cape), our focus One of Afro’s core values is “Local”. Although the idea
is still firmly on KZN as our largest source of revenue. can be applied to us being home grown in KZN, it has
This is not incidental – the company’s growth strategy implications both wider and narrower than this scope.
is heavily focused KZN and we have chosen to grow This is a value that drives decision making in almost all
the brand in its starting market first before opening key aspects of our business.
in new provinces. 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. Our iconic beachfront container (the
first ever permanent Afro’s shop) has been featured in
numerous international publications.
We have made it our status quo to employ young,
usually unskilled, staff for our shops. We endeavour
to provide meaningful employment for them and pay
a fixed monthly salary that is not based on hours or
shifts worked. We try hard to promote motivated
individuals from within, and train accordingly to
support this goal.

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