**Expanded Business Plan for "Taste of Unity" Family Restaurant Chain**
**Boaz Trading PLC | Addis Ababa, Ethiopia**
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### **1. Executive Summary**
**Project Name**: Taste of Unity Family Restaurant Chain
**Location**: Prime locations in Addis Ababa (Bole, Kazanchis, CMC)
**Total Investment**: 28,000,000 ETB ($500,000 USD)
**ROI**: 26.4% | **Break-Even**: 24–30 Months
**Unique Selling Proposition (USP)**:
- **Cultural Fusion**: Blends Ethiopian heritage (e.g., *doro wat*, *injera*) with global flavors (burgers, pasta).
- **Affordable Luxury**: Mid-range pricing (200–500 ETB) for families, expats, and tourists.
- **Experiential Dining**: Traditional décor with live *azmari* music and interactive cooking stations.
**Financial Highlights**:
- **Year 1 Revenue**: 14M ETB (70% dine-in, 20% delivery, 10% catering).
- **Year 3 Target**: 45M ETB (3 locations, 15% net margin).
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### **2. Mission & Vision**
**Mission**: To create a gathering place where Ethiopian traditions meet global tastes, fostering community through affordable, high-quality meals.
**Vision**: Expand to 10 locations by 2030, becoming Ethiopia’s most beloved family dining brand.
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### **3. Company Description**
**Parent Company**: Boaz Trading PLC (12-year track record in agriculture and logistics).
**Structure**: Subsidiary focused on F&B.
**Key Offerings**:
- **Menu**:
- **Local**: *Injera* platters, *tibs*, vegan *shiro*.
- **Global**: "Injera Tacos," Ethiopian-spiced burgers, *berbere* pasta.
- **Kids’ Menu**: Mini *kitfo* sliders, honey-glazed *injera* rolls.
- **Services**:
- Catering for weddings/events.
- Monthly meal subscriptions for families (10% discount).
**Cultural Ambiance**:
- **Design**: Traditional Ethiopian art, communal seating, open kitchens.
- **Events**: Weekly cultural nights with traditional dance and music.
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### **4. Market Analysis**
**Market Size**:
- **Addis Ababa Population**: 5M+ (65% under 30).
- **Dining-Out Growth**: 25% CAGR driven by urbanization and rising incomes.
**Consumer Trends**:
- **Demand**: 60% of families dine out 2–3 times/month (EthioStats, 2023).
- **Gap**: Only 15% of restaurants offer hybrid menus (local + international).
**Competitive Landscape**:
| **Competitor** | **Strengths** | **Weaknesses** |
|-----------------------|------------------------------|------------------------------|
| Traditional Eateries | Low cost, cultural trust | Outdated ambiance, limited menu |
| International Chains | Brand recognition | High prices, lack of local appeal |
**SWOT Analysis**:
- **Strengths**: Cultural authenticity, Boaz’s supply chain network.
- **Weaknesses**: High initial Capex, dependency on tourism.
- **Opportunities**: Suburban expansion, corporate catering.
- **Threats**: ETB depreciation, political instability.
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### **5. Target Market**
**Primary**:
- **Urban Families**: Middle-class households (15,000–40,000 ETB/month income).
- **Persona**: "Working Mom Alem" seeks quick, healthy meals for kids.
**Secondary**:
- **Expatriates**: 50,000+ in Addis Ababa craving familiar flavors.
- **Tourists**: 1.2M annual visitors seeking cultural experiences.
**Segmentation**:
- **Geographic**: Addis Ababa’s commercial hubs (Bole, Kazanchis).
- **Psychographic**: Families valuing quality time and cultural education.
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### **6. Product/Service Line**
**Menu Innovation**:
- **Fusion Dishes**: Coffee-rubbed steak, *teff* pancakes with maple syrup.
- **Seasonal Specials**: *Meskel* festival platter, vegan *genfo*.
**Sourcing**:
- 85% local ingredients (Awash Dairy, Bahir Dar Farms).
- Imported specialties (cheese, spices) via Boaz’s logistics network.
**Technology**:
- **App Integration**: Pre-orders, loyalty points, and dietary customization.
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### **7. Pricing Strategy**
**Tiered Pricing**:
- **Budget**: 200 ETB (*shiro* + *injera*).
- **Family Combos**: 1,000 ETB (2 adults + 2 kids).
- **Premium**: 500 ETB (expat/tourist-focused dishes).
**Competitive Benchmarking**:
- 20% cheaper than international chains, 15% pricier than traditional eateries.
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### **8. Marketing & Sales Strategy**
**Digital Campaigns**:
- **Social Media**: TikTok challenges (#InjeraTacos), Instagram Reels with influencers.
- **Targeted Ads**: Google Ads for expat/tourist keywords ("best family restaurant Addis").
**Community Engagement**:
- **School Partnerships**: Nutrition workshops + meal vouchers.
- **Cultural Festivals**: Sponsor Timket and Enkutatash celebrations.
**Delivery Partnerships**:
- **Deliver Addis**: Co-branded "Family Feast" boxes.
- **In-House Riders**: 30-minute delivery guarantee within 5km.
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### **9. Financial Projections**
**Year 1**:
- **Revenue**: 14M ETB (1,200 customers/week at 350 ETB avg. ticket).
- **COGS**: 7M ETB (50% margin).
- **Operating Costs**: 3.5M ETB (rent, staff, marketing).
- **Net Profit**: 3.5M ETB (25% margin).
**Year 3**:
- **Revenue**: 45M ETB (3 locations, catering contracts).
- **Net Profit**: 6.75M ETB (15% margin).
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### **10. Funding Request**
**Equity (70%)**: 19.6M ETB for:
- **Location Setup**: 10M ETB (rent, renovation).
- **Kitchen Equipment**: 5M ETB.
- **Marketing**: 3M ETB.
**Debt (30%)**: 8.4M ETB loan at 12% interest (Ethiopian Development Bank).
**Investor Perks**:
- 8% annual dividend.
- Board representation for investments >5M ETB.
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### **11. Risk Mitigation**
**Currency Risk**:
- Hedge 50% of USD imports via forward contracts.
**Supply Chain**:
- Dual sourcing for critical items (e.g., coffee from Sidama + Yirgacheffe).
**Demand Fluctuations**:
- Dynamic pricing (15% off weekdays).
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### **12. Sustainability**
**Initiatives**:
- **Zero Waste**: 90% compost rate via partnership with GreenPath Ethiopia.
- **Energy**: Solar panels cover 30% of energy needs.
**Metrics**:
- Reduce carbon footprint by 40% by 2025.
- Train 50 youth in hospitality annually.
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### **13. Implementation Timeline**
| **Milestone** | **Timeline** | **Owner** |
|------------------------------|----------------|-------------------|
| Site Acquisition & Permits | Months 1–2 | Legal Team |
| Staff Hiring & Training | Month 3 | HR Manager |
| Menu Testing & Marketing | Month 4 | Marketing Team |
| Grand Opening (Bole) | Month 6 | Operations |
| Break-Even | Month 24 | CFO |
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### **14. Exit Strategy**
**Acquisition Targets**:
- **Yum! Brands**: Leverage Pizza Hut’s African expansion.
- **Jumia Food**: Strategic buyout for delivery network.
**Franchise Model**:
- **Fee**: 3M ETB/license + 7% royalties.
- **Support**: Central kitchen, staff training.
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### **15. Appendix**
- **Supplier MOUs**: Awash Dairy, Bahir Dar Farms.
- **Menu Samples**: High-res images and nutrition facts.
- **Financial Model**: 5-year DCF analysis (20% IRR).
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**Investor Appeal**:
- **High Growth**: Ethiopia’s F&B sector projected to double by 2030.
- **Cultural Edge**: Unique blend of tradition and modernity.
- **Scalability**: Franchise-ready model for pan-African expansion.
*"Taste of Unity: Where Flavors Bridge Generations."* 🌍🍴