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BRANDS

BRAND OVERVIEW

At Food Concepts, we aim to develop Brands Customers Love. On this basis, we the proud owners of Chicken Republic and PieXpress, both of which are proudly homegrown Nigerian brands that sit within the following food sectors:

  • Quick Service Restaurant (QSR) sector
  • Baked Goods sector

Our brands are both best classified as challenger brands, with mass-market appeal. We challenge the status quo by making it our mission to understand and cater to the taste preferences, wants and needs of every day, West African consumers. This guides our thinking in relation to brand image and positioning and helps to ensure that our brands have significant scope for market penetration.

We consistently deliver fresh, great-tasting products and everyday affordable value. We do this within clean, comfortable and convenient environments. Our people undergo regular training as a means of constantly elevating service levels and enhancing customer brand experiences.

Food Concepts only use quality ingredients, provided by vetted suppliers who comply with our rigorous quality standards.

CHICKEN REPUBLIC

Chicken Republic is a proudly Nigerian brand that comes from humble beginnings. We opened the first Chicken Republic restaurant in Apapa, Lagos in 2004 and are presently trading in 80 locations across Nigeria and Ghana. We will operate > 100 Chicken Republic restaurants by the end of 2020 and have plans in place to operate >300 stores by the end of 2023.

From the start, our vision has been: to be the most loved quick-service restaurant brand in West Africa.

Our “Taste More” philosophy encourages a bold spirit of adventure as we set out to challenge the status quo by providing our customers with tasty, everyday affordable value meals in clean, cool ambient restaurants that offer good customer service.

We invite our customers to experience more as they interact with our brand and enjoy our Soulfully Spiced Chicken and tasty sides, all flavoured to perfection with our unique blend of authentic West African herbs and spices.

Chicken Republic is a committed supporter of Nigerian production. Most of our products are sourced directly from local, Nigerian suppliers.

Our philosophy is “People Capability Always”. We pride ourselves on being an equal opportunity employer, with a strong focus on creating opportunities for women and young adults.

As a Nigerian brand, facing challenges and overcoming obstacles is in our DNA. Our motto is, “happy, but never content”.

This quest for excellence, together with, our committed staff, local partnerships and loyal customers has led us to be the fastest-growing, chicken-focused, quick-service restaurant chain in the country today.

For more information please visit www.chicken-republic.com

FRANCHISING OPPORTUNITIES
PIEXPRESS

Over the past few years, it has become increasingly obvious that success in the Quick Service Food space is very much dependent on execution, economies of scale and always being relevant to the needs of the Consumer. On this basis, it was and is, inevitable that Food Concepts could and should become a holder of multiple food Brands that cater for consumers across a much broader spectrum.

The PieXpress Brand was launched in 2019, to cater for a very mobile consumer who wants convenient, quality food on the go, at a price that satisfies both their “belle” and their pocket. A strategy that was partially informed by the excellent market response to the “Every Day Affordable Value” successes in our Chicken Republic stores and with specific reference to our “Refuel Value Meals” category.

On this basis, we began to explore what shape and format such a Brand might take, keeping the following key considerations in mind:

  • Better utilisation of our existing and new real-estate: the development of kiosks versus brick and mortar shops, enables us to keep both setup and operating costs to a minimum. It also enables us to move the units around based on consumer patronisation
  • A reduced set up costs with a faster payback period
  • Lower operating costs and higher profitability
  • A product mix that allowed us to leverage economies of scale from our existing assets. As our central kitchen and pie production facility already produces pies and sandwiches, it was rather easy for us to extend the product range to include other sweet and savoury baked goods

Our solution involves taking a two-prong approach to the development and roll-out of the Pie Xpress kiosks:

  1. Open PieXpress Kiosks on the forecourts of Chicken Republic Stores – The primary benefit of this approach is that we do not need to secure additional sites and pay additional rentals
  2. Open PieXpress Kiosks on high traffic sites that are not linked to our current Chicken Republic Real-Estate

We are optimistic about the potential of this Brand and plan to roll out 10 kiosks in 2019. Furthermore, we believe that this could in time enable us to launch and leverage a micro-franchising concept that targets grassroots entrepreneurs (specifically female entrepreneurs) as part of our commitment to our Corporate Social Responsibility program.