Belayab Foods Production PLC is a recently set up part of Belayab Group, which is one of the firmly established and reputed groups in the Ethiopian market. The group is well-grounded in various prime sectors including Automobile, hotel industry, cable manufacturing, shipping lines, logistics and trade and among other businesses.
Recently, Belayab entered into an agreement with the American franchiser named Kahala brands to launch the ice cream brand of cold stone creamery by the end of 2019.Belayab Foods Production PLC is a private limited company operating here in Addis Ababa since April 2018.
It became the pioneer in International Global Restaurant franchisee business. It introduced the brand pizza hut here. The company set out to ensure the authentic American taste for the people of Ethiopia. It brand values have helped to outshine.
So far, Belayab has successfully launched pizza hut under a franchise agreement in five locations within the capital city of Addis Ababa. It is aiming for seven operational stores by the end of 2019 including one at the Ethiopian International Airport.
Regarding the introduction of franchising business here in the country the ongoing business and promoting of franchising business, The Ethiopian Herald has just approached owner of Belayab Foods Production PLC, Aschalew Belay and the director of International operations at Kahala brands, Alex Neville here in the country.
Right now, Aschalew lives in China. ‘People’ call him Lewis overseas. He has a plan to aggressively work on franchising business and other brand staffs, to realize his dream. He is one of successful business person here in the country.
Regarding the practical concept of business franchising, he pointed out that franchising business is of current phenomena here in this country. It is a practical arm of sharing a stock of a business without passing through hardship and difficulties.
Director of operations at Kahala Brands Ice cream company, Alex Lewis explained that bringing experience to the country on how starting business from scratch to be successful in business venture. And Kahala Brands Ice Cream Company has 31 years experiences in Ice cream service delivery.
Owner of Belayab Foods Production PLC stated that this is like owning a business without facing problem in climbing the ladder of success. Franchising is the best way to go up the ladder of success without encountering any difficulties. It has to follow one’s own local market.
In establishing intentionally business relation with Pepsi, he remarked that nobody owns nothings. It is a collaborative work with any organizations at international level. We can establish friendship with Coca Cola and Pepsi. Pizza Hut and KFC are owned by Yum Group. Pepsi Cola is an independent company like coca cola.
In dealing with other international and country-based catering firms in a way that franchising business schema; he mentioned that there are some standards, policies and practices. “We come to the market to practice those standards. Through time, we are also start to localize our products. ”
The franchising companies should come with their own songs and dances, in the engagement of business fields.
He said, we are also encouraging the development of flavors and other unique ingredients in account as per US menu. We are also focusing on what the customers like and need to enjoy. We use local ingredients for the betterment of our services. So, we will localize our products. We modify our service overtime for higher satisfaction of our service.
Responding to the side effects of promotion of fast foods and others categorized under ‘junk foods’ for the health of customers, particularly, children, Alex capitalized that ,of course, if one eats too much, if could be unhealthy for one’s life. Pizza is moderately high. But it is not as such as bad as Ethiopian foods such as raw meat and Ketefo.
“Everything is in moderation. One of the main things I want to tell you is that the source is working with companies, like, Yum group and Kahala. They are really strict and responsible when it comes to side effects in someone’s health. Consuming moderately is wise.The amount we consume mutterers most,” Aschalew remarked.
According to him, you have to look at yourself. You have to give care to how much you have to eat and drink. We have everything that brings impact on our health. The main thing should be how far one intakes the amount. The most important thing should be how much one should consume things.
“All of them are locally based. The design of the restaurants is aligned with the local fashion. Actually, there is some sort of modification as well. We are getting the best furniture design per requirements,” he highlighted.
In creating job opportunities and representing itself as a corporate respon sibility discharging entity, he noted as: “the person picked from chicken house. This person is a woman working in here. We are generous enough to buy a house for her. Of course, she is a lucky one. We cannot afford to buy houses for everybody. Her daughter managed to go to school without worrying about school fee.”
We will do a lot if the profit margin will be increased. In terms of job creation, as this is a service industry, it has a capacity to generate job opportunities. Service industry requires a lot of people .Within this limited spaces; we accommodate a lot of workers. This indicates that service industry has helped to generate many job opportunities. It does not as well affect the climate condition of the country.”
Concerning the localization of service in the preparation of food menu and customer service, he noted that Belayab foods production PLC has own specification in the provision of quality products and services. Franchisers are highly interested on the requirements and the ingredients to put in the menu.
The franchisers are working on localization through putting local products in our ingredients. This aims to support the Ethiopia economy.
“Actually, it takes time for the localization project. We start with easy things. Overtime, we look at local ingredients, such as local fruits and candies for mixtures. We are thinking on what we are supposed to do. We are taking into account local resources for our own finishing products. We will do anything we can to support the country’s economy,” he indicated.
In provision of services for 24 hours, he said that right now, the franchiser company is working aggressively on service delivery.
Nevertheless, the Kahala brands Ice Cream Company has worked hard to extend the service hour span in the near future. The company is most likely to launch more than 12 hours in some specific locations.
In attempting to have a do list in the engagement of farm to folk supply chain, Aschalew mentioned that right now, Belayab Foods Production PLC is not as such working in supply chain management. But in the near future, we will do in this aspect to ensure the percolation of benefits to small holder farmers.
Pertaining to engagement in service delivery to effect the socio-economic development of the country, he remarked that service development is key for the socio-economic development, creating job opportunities and generating foreign currency, exchange and among others. So, the acceleration of service sector does not affect the overall economy in the development of the country.
The Ethiopian Herald Sunday Edition 8 March 2020
BY MEHARI BEYENE
