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Mission and Vision Statement
*(Expanded for Strategic Clarity and Cultural Alignment)*
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### Mission Statement
*"To empower Ethiopian communities by delivering affordable, high-quality chicken meals that celebrate local flavors, prioritize accessibility, and foster economic growth through inclusive franchising."*
Key Pillars:
1. Affordability:
- Price meals within 5–10% of the daily wage for Addis Ababa’s middle class (150–250 ETB), ensuring accessibility without compromising quality.
2. Cultural Relevance:
- Incorporate Ethiopian staples (e.g., *berbere* spice, injera wraps) and halal-certified recipes to resonate with 95% of the population.
3. Economic Inclusion:
- Source 80% of ingredients domestically (e.g., Amhara Poultry Farm) and create 50+ jobs per franchise location, aligning with Ethiopia’s job creation goals.
4. Quality Assurance:
- Adhere to global food safety standards (HACCP) while using IoT kitchen tech to reduce waste by 15%.
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### Vision Statement
*"To be Ethiopia’s undisputed leader in fast-food chicken by 2027 and a catalyst for East Africa’s QSR revolution, setting benchmarks for affordability, cultural authenticity, and scalable franchising."*
Strategic Targets:
1. Market Dominance in Ethiopia:
- Capture 30% of Addis Ababa’s fast-food chicken market by 2025 through 10+ franchise locations.
- Expand to 3 tier-2 cities (Bahir Dar, Hawassa, Dire Dawa) by 2026, tailoring menus to regional tastes.
2. East African Expansion:
- Enter Kenya and Tanzania by 2028, leveraging Ethiopia’s operational blueprint and PPP-adjusted pricing strategies.
3. Industry Leadership:
- Pioneer eco-friendly practices (biodegradable packaging) and digital innovation (TeleBirr integration) to redefine QSR standards in Africa.
4. Community Impact:
- Allocate 2% of annual profits to fund school meal programs, directly benefiting 5,000+ children by 2030.
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### Alignment with Ethiopian Context
- Purchasing Power Parity (PPP):
- Meals priced at <1.5% of the average monthly income (6,000–15,000 ETB), ensuring affordability for 80% of urban households.
- Cultural Nuance:
- Employ local chefs and “cultural liaisons” to adapt global franchising models to Ethiopian preferences (e.g., coffee ceremonies at flagship locations).
- Policy Synergy:
- Support Ethiopia’s Agricultural Transformation Agenda by sourcing poultry domestically, reducing import reliance.
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### Differentiation from Competitors
| Factor | Boaz Franchise | Global Chains (e.g., KFC) |
|---------------------|----------------------------------------|---------------------------------------|
| Pricing | 199 ETB combos (10% cheaper) | 220–250 ETB combos |
| Local Relevance | Injera wraps, vegan tibs | Standardized global menu |
| Community Impact | 2% profit reinvestment | Limited local CSR initiatives |
| Scalability | Low-cost franchise model ($30k/location)| High upfront investment ($500k+) |
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### Guiding Principles
1. “One Birr, One Meal”:
- Ensure no customer spends more than 250 ETB for a filling meal (equivalent to 2.5kg of teff flour).
2. Franchisee Empowerment:
- Offer microloans to Ethiopian entrepreneurs via partnerships with Commercial Bank of Ethiopia.
3. Transparency:
- Publish annual PPP-adjusted pricing audits to maintain trust.
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This refined mission and vision anchor the franchise in Ethiopia’s socioeconomic fabric while providing a clear roadmap for regional dominance. By tying affordability to local purchasing power and embedding cultural authenticity into every operational layer, Boaz Trading PLC positions itself as both a business and a community ally.