**Executive Summary**

Boaz Trading PLC is launching a fast-food chicken franchise in Addis Ababa, Ethiopia, designed to capitalize on the country’s rapid urbanization, youthful population, and growing demand for affordable, convenient dining. With a **total investment of 33.6 million ETB ($600,000 at 56 ETB/USD)**, this project targets Ethiopia’s urban middle class by offering culturally tailored meals at prices aligned with local purchasing power. The franchise combines global operational standards with hyperlocal flavors, positioning itself as a leader in Ethiopia’s burgeoning quick-service restaurant (QSR) sector.

---

### **Investment Breakdown**

The **33.6 million ETB** investment is allocated across three core areas:

1. **Franchise Setup (16.8M ETB):**

- Kitchen equipment (imported energy-efficient fryers, grills).

- Location leases in high-traffic areas (e.g., Bole District, Megenagna).

- Initial inventory and staff training.

2. **Marketing (8.4M ETB):**

- Local digital campaigns (Telegram, Facebook).

- The “**Golf Around the World**” branding initiative to sponsor Ethiopian athletes, enhancing global visibility.

3. **Operations (8.4M ETB):**

- Mobile app development (1.2M ETB) for orders, loyalty programs, and payments.

- Partnerships with local suppliers (e.g., Amhara Poultry Farm) and eco-packaging providers.

---

### **ROI Target: 20% Annually (6.72M ETB)**

The franchise is projected to generate **67.2 million ETB ($1.2M) in Year 1 revenue**, growing at 25% annually, driven by:

- **Strategic Pricing:** Meals priced 10–15% below global competitors (e.g., KFC’s 220 ETB combo vs. Boaz’s 199 ETB).

- **Volume Sales:** Family packs (699 ETB) and loyalty programs (5% cashback) to incentivize repeat purchases.

- **Scalability:** A franchise model designed for rapid replication, targeting **10+ locations in 3 Ethiopian cities by Year 2**.

---

### **Focus: Culturally Tailored Affordability**

- **Menu Localization:**

- Signature dishes like *berbere-spiced chicken*, *injera wraps*, and vegan *shiro stew* resonate with Ethiopian tastes.

- Sides such as spiced fries and lentil salads align with dietary preferences.

- **PPP-Aligned Pricing:**

- Combos priced at **150–250 ETB**, representing just **3–4% of the average urban monthly income (6,000–15,000 ETB)**.

- Coffee + snack bundles at **99 ETB** cater to students and professionals.

---

### **Key Metrics**

1. **Monthly Cash Flow: 560,000 ETB**

- Assumes **500+ daily customers per location** (avg. spend: 200 ETB).

- Supported by delivery partnerships (Deliver Addis, Beymart) contributing 30% of sales.

2. **Breakeven in 18 Months:**

- Achieved through lean operations:

- **Local sourcing** (80% ingredients from Ethiopian suppliers) reduces costs.

- **IoT kitchen systems** cut energy use by 15%.

- **Risk Buffers:** 30% of capital held in USD to hedge against ETB volatility (12% inflation in 2023).

---

### **Growth & Sustainability**

- **Phase 1 (Years 1–2):** Dominate Addis Ababa with 5 franchises, leveraging the city’s 5M+ urban population.

- **Phase 2 (Years 3–5):** Expand to Bahir Dar, Hawassa, and Dire Dawa, targeting Ethiopia’s tier-2 cities.

- **Eco-Friendly Practices:** Biodegradable packaging and partnerships with Green Ethiopia reduce environmental impact.

- **Community Impact:** 2% of profits fund school meal programs, building brand loyalty.

---

### **Why Invest?**

- **First-Mover Advantage:** Limited competition in Ethiopia’s QSR chicken segment.

- **PPP Resilience:** Pricing strategies insulated against currency fluctuations.

- **Scalable Model:** Franchise blueprint easily adaptable to East African markets.

---

**Prepared for Investor Review | Q4 2023**

**Mission and Vision Statement**

### **Mission: Deliver Affordable, Culturally Relevant Chicken Meals**

**Core Principles:**

1. **Affordability for the Masses:**

- Price meals within **3–5% of the average urban Ethiopian’s daily income** (150–250 ETB), ensuring accessibility for students, families, and professionals.

- Leverage **80% locally sourced ingredients** (e.g., Amhara Poultry Farm, Ethiopian spices) to reduce costs and support domestic agriculture.

2. **Cultural Relevance:**

- **Menu Adaptation:** Incorporate beloved Ethiopian flavors like *berbere* (spice blend), *shiro* (chickpea stew), and *injera* (fermented flatbread) into globally inspired formats (e.g., wraps, salads).

- **Halal-Certified:** Adhere to dietary preferences of Ethiopia’s Muslim-majority population.

3. **Community-Centric Operations:**

- Train and employ local youth through partnerships with **Ethiopian TVET institutes**, ensuring fair wages (avg. 4,500 ETB/month for staff).

- Allocate **2% of profits** to fund school meal programs in underserved Addis Ababa neighborhoods.

---

### **Vision: Dominate Ethiopia’s Fast-Food Market by 2027; Expand to East Africa**

**Strategic Roadmap:**

1. **Ethiopian Market Dominance (2023–2027):**

- **Market Share Goal:** Capture **15% of Addis Ababa’s QSR sector** by 2025, rising to 30% by 2027.

- **Franchise Expansion:** Launch **10+ locations** across Addis Ababa, Bahir Dar, and Hawassa by 2025, prioritizing high-traffic areas near universities and business hubs.

- **Brand Recognition:** Become synonymous with “quality fast food” through the **“Golf Around the World” campaign**, linking the brand to Ethiopian pride.

2. **East African Expansion (2027–2030):**

- **Target Markets:** Enter Kenya (Nairobi), Tanzania (Dar es Salaam), and Uganda (Kampala) by 2028, leveraging Ethiopia’s cultural influence in the region.

- **Adaptation Strategy:**

- Modify menus to include regional staples (e.g., Kenyan *nyama choma*-style grilled chicken).

- Partner with local suppliers to replicate the **80% local sourcing model**, ensuring cost efficiency.

- **Franchise Partnerships:** Recruit entrepreneurs with deep market knowledge, supported by Boaz’s operational playbooks and training programs.

3. **Long-Term Industry Leadership:**

- **Innovation Hub:** Establish a center in Addis Ababa to develop sustainable packaging and Afro-fusion recipes.

- **Digital Dominance:** Become East Africa’s top-rated QSR app, with **500,000+ users** by 2030.

---

### **Alignment with Ethiopian Values**

- **Cultural Pride:** Celebrate Ethiopia’s culinary heritage while modernizing it for fast-food convenience.

- **Economic Inclusion:** Create **500+ jobs** by 2027, prioritizing women and youth in leadership roles.

- **Sustainability Leadership:** Pioneer zero-waste kitchens in East Africa by 2030 through compostable packaging and energy-efficient tech.

---

### **Why This Mission & Vision Matter**

- **Fills a Market Gap:** Ethiopia’s fast-food sector is underserved, with limited options balancing affordability, quality, and cultural relevance.

- **Builds National Pride:** Positions Boaz as a homegrown success story challenging global chains like KFC.

- **Scalable Model:** The franchise blueprint is designed for replication across East Africa, where urbanization and youthful demographics mirror Ethiopia’s trends.

---

**Prepared for Investor Review | Q4 2023**

**Expanded Exit Strategy: "Taste of Unity"**

*Positioning for profitable exits while ensuring brand legacy and scalability.*

---

### **1. Acquisition: Attracting Global Players**

**Rationale**: Ethiopia’s untapped dining market (8% annual growth) and *Taste of Unity*’s hybrid model make it a prime target for international chains seeking a culturally rooted foothold in Africa.

#### **Target Buyers**:

- **Regional Chains**:

- *Savour Foods* (Kenya): Expanding across East Africa, lacks Ethiopian market presence.

- *Chicken Inn* (Zimbabwe): Parent company *Simbisa Brands* eyes Francophone and East African markets.

- **Global Giants**:

- *Yum! Brands* (KFC, Pizza Hut): Could acquire *Taste of Unity* to diversify beyond fried chicken.

- *Alshaya Group* (Starbucks MENA): Seeking experiential brands to complement coffee shops.

#### **Valuation Drivers**:

- **Financials**: 3x–5x EBITDA multiple (industry standard), projecting $1.5M–$2.5M EBITDA by Year 5 → **$4.5M–$12.5M valuation**.

- **Strategic Assets**:

- **Local Supply Chain**: 85% Ethiopian-sourced ingredients reduce costs for acquirers.

- **Cultural IP**: Trademarked fusion dishes (e.g., *Injera Tacos*) and event formats (e.g., *Azmari Nights*).

#### **Preparation**:

- **Year 1–3**: Build a 3-location proof of concept with standardized operations.

- **Year 4**: Audit financials via Big Four firm (e.g., PwC Ethiopia) to meet global reporting standards.

- **Year 5**: Engage M&A advisors (e.g., *Deloitte East Africa*) to pitch to target buyers.

---

### **2. Franchising: Scaling Across Africa**

**Rationale**: Capital-light growth leveraging local entrepreneurs eager to replicate *Taste of Unity*’s success.

#### **Franchise Model (Post-Year 5)**:

- **Franchise Fee**: $25,000–$50,000 upfront per location.

- **Royalties**: 6–8% of gross sales.

- **Territory Rights**: Exclusive city/region licenses for master franchisees.

#### **Franchisee Profile**:

- **Local Entrepreneurs**: Ethiopian diaspora or HNWIs in East Africa (e.g., Nairobi, Kampala).

- **Regional Investors**: Middle Eastern hospitality groups targeting Africa (e.g., *Alamar Foods*).

#### **Support Systems**:

- **Training Hub**: Central facility in Addis Ababa for staff training (2–4 weeks/year).

- **Supply Chain Network**: Franchisees source 70% ingredients from *Taste of Unity*’s partner farms, ensuring consistency.

- **Tech Platform**: Franchise-wide POS and inventory management system.

#### **Expansion Roadmap**:

- **2028**: Pilot franchise in Nairobi (Kenya), leveraging Ethiopian diaspora.

- **2030**: 10+ franchises in East Africa (Uganda, Tanzania, Rwanda).

- **2035**: Expand to West Africa (Nigeria, Ghana) and MENA (Dubai, Doha).

---

### **3. Alternative Exit: IPO on Ethiopian Securities Exchange (ESX)**

**Long-Term Option**: If acquisition/franchising underperform, pursue public listing.

- **Pre-IPO Steps**:

- Achieve 10+ locations and $10M+ revenue by 2030.

- Partner with *Ethiopian Investment Holdings* (state-owned) as anchor investor.

- **Valuation**: 8–10x earnings for high-growth F&B brands → **$80M–$100M market cap**.

---

### **Risk Mitigation**

| **Risk** | **Mitigation** |

|---------------------------|-------------------------------------------------------------------------------|

| **Acquisition Underpayment** | Retain 51% equity until exit to control valuation negotiations. |

| **Franchisee Mismanagement** | Strict QA audits (quarterly) and mandatory use of centralized supply chain. |

| **Market Saturation** | Limit franchises to 1 per 500,000 population in target cities. |

---

### **Maximizing Exit Value**

1. **Brand Equity**: Invest in storytelling (e.g., NatGeo features on Ethiopian coffee heritage).

2. **Recurring Revenue**: Grow meal subscriptions to 20% of revenue by Year 5.

3. **Policy Advocacy**: Lobby for Ethiopia’s tourism-friendly policies to boost sector appeal.

---

**Why Investors Win**:

- **Acquisition**: High-margin return (26.4% IRR) from a strategic buyer.

- **Franchising**: Recurring royalties (8% of $50M franchise sales = $4M/year).

- **IPO**: Liquidity event with 5–10x returns for early backers.

*“From Local Gem to Global Legacy: Exit Options as Diverse as Our Menu.”* 🌍🍴

**Expanded Implementation Timeline: "Taste of Unity"**

*Phased execution to ensure seamless launch and operational excellence.*

---

### **Phase 1: Months 1–3 – Foundation & Setup**

**Objective**: Secure prime locations, assemble a skilled team, and establish partnerships.

#### **Key Activities**:

1. **Site Acquisition**:

- *Weeks 1–4*: Market analysis to identify high-traffic areas (Bole, CMC).

- *Weeks 5–6*: Negotiate leases for 2 locations (300–400 sqm each).

- *Weeks 7–12*: Secure permits (health, fire, business licenses).

2. **Staff Hiring**:

- *Weeks 3–4*: Draft job descriptions for chefs, servers, and cultural ambassadors.

- *Weeks 5–8*: Recruitment drives at hospitality schools (e.g., Addis Ababa University).

- *Weeks 9–12*: Train staff on menu, customer service, and cultural storytelling.

3. **Supplier Contracts**:

- *Weeks 4–8*: Finalize agreements with 20+ smallholder farms and *EcoPack Ethiopia* for biodegradable packaging.

**Milestones**:

- 2 leased locations under contract by Month 3.

- 15 staff hired and trained.

- 80% of suppliers onboarded.

---

### **Phase 2: Months 4–6 – Operational Readiness**

**Objective**: Build infrastructure, refine menus, and test processes.

#### **Key Activities**:

1. **Kitchen Setup**:

- *Weeks 13–16*: Install equipment (ovens, *mitad* stoves, refrigeration).

- *Weeks 17–18*: Safety inspections and staff walkthroughs.

2. **Menu Development**:

- *Weeks 13–14*: Internal tastings with chefs and focus groups.

- *Weeks 15–16*: Adjust fusion dishes (e.g., reduce *berbere* heat for kids).

- *Weeks 17–20*: Soft launch for 50 VIPs (feedback surveys).

3. **Supply Chain Dry Run**:

- *Weeks 18–20*: Test ingredient deliveries and storage protocols.

4. **Marketing Teasers**:

- *Weeks 21–24*: Social media countdowns, influencer sneak peeks, and “Guess the Fusion Dish” contests.

**Milestones**:

- 100% kitchen operational by Month 5.

- Finalized menu with 30+ dishes.

- 500+ social media followers engaged.

---

### **Phase 3: Month 7 – Grand Opening & Media Blitz**

**Objective**: Maximize visibility and customer acquisition.

#### **Key Activities**:

1. **Pre-Launch (Week 25)**:

- Distribute 5,000 flyers in target neighborhoods.

- Host a press conference with Ethiopian media (e.g., Fana TV).

2. **Grand Opening Event (Week 26)**:

- *Day 1*: Ribbon-cutting with local dignitaries and free coffee ceremonies.

- *Day 2–7*: “Buy One, Get One” promotions and live *azmari* music.

3. **Media Campaign**:

- *Digital*: Launch TikTok/Instagram reels of chefs crafting “Injera Tacos.”

- *Traditional*: Radio ads on Sheger FM and billboards near schools.

4. **Post-Launch Review (Week 28)**:

- Analyze sales data, customer feedback, and staff performance.

- Adjust inventory orders and staffing shifts as needed.

**Milestones**:

- 1,000+ customers served in Week 1.

- 10+ media features (e.g., Addis Standard, Ethiopia Insider).

- 30% repeat customers within 30 days.

---

### **Contingency Planning**

- **Delays in Permits**: Leverage Boaz Trading’s existing government relationships to expedite approvals.

- **Supply Shortages**: Partner with backup farms in Oromia and SNNP regions.

- **Low Foot Traffic**: Deploy SMS blasts with discounts for nearby residents.

---

### **Post-Launch Roadmap (Months 8–12)**

- **Month 8**: Introduce meal subscriptions and catering packages.

- **Month 10**: Expand to second location in CMC.

- **Month 12**: Launch “Unity Rewards” app with 5,000+ downloads.

---

**Why This Timeline Works**:

Balancing meticulous preparation (supply chains, staff training) with agile marketing ensures *Taste of Unity* enters the market as a polished, culturally resonant brand. By Month 7, the chain will be poised to scale across Addis Ababa’s thriving suburbs.

*“From Blueprint to Banquet: Crafting Legacy, One Deadline at a Time.”* 🌍🍴

**Expanded Target Market & Segmentation: "Taste of Unity"**

---

### **Primary Target Market: Middle-Class Families**

**Demographics**:

- **Income**: 15,000–40,000 ETB/month (~$270–$715 USD), split into:

- *Lower-Middle Class* (15,000–25,000 ETB): Prioritizes affordability, seeks value-for-money meals.

- *Upper-Middle Class* (25,000–40,000 ETB): Willing to pay a premium for quality, ambiance, and convenience.

- **Family Structure**: Nuclear families (2 parents + 2–3 children), often dual-income.

- **Location**: Urban hubs like Bole, CMC, and Saris, near schools, shopping centers, and offices.

**Psychographics**:

- **Values**: Quality time, cultural preservation, health-conscious choices.

- **Pain Points**: Limited mid-range dining options that cater to both adults and children.

- **Behavior**: Dine out 1–2 times/week, often on weekends; prefer venues with play areas and kid-friendly menus.

**Strategies to Engage**:

- **Family Bundles**: “Unity Feast” platters (4–6 servings) at 1,200 ETB ($21 USD), 25% cheaper than ordering individually.

- **Edutainment**: Kids’ placemats with Amharic proverbs and puzzles, plus monthly “Injera Art Workshops.”

- **Convenience**: Reserved parking, stroller-friendly layouts, and quick-service options for busy evenings.

---

### **Secondary Target Markets**

#### **1. Expatriates**

**Demographics**:

- **Profile**: Diplomats, NGO workers, and corporate expats (avg. income $2,000–$5,000/month).

- **Location**: Concentrated in Bole (near embassies and the African Union headquarters).

**Needs**:

- Familiar global flavors with Ethiopian twists (e.g., “Spicy Awaze Burger”).

- Hygienic, English-language menus, and WiFi for remote work.

**Strategies**:

- **Exclusive Events**: “Global Bites Night” featuring fusion dishes (e.g., *kitfo* sliders).

- **Loyalty Perks**: Free coffee ceremonies for expat community group bookings.

#### **2. Tourists**

**Demographics**:

- **Profile**: 1.4M annual visitors (2023), primarily from Europe, the U.S., and Africa.

- **Behavior**: Seek authentic experiences but avoid street food due to safety concerns.

**Strategies**:

- **Cultural Packages**: “Taste of Ethiopia” bundle (meal + coffee ceremony + spice gift pack) for 1,000 ETB ($18 USD).

- **Partnerships**: Collaborate with tour operators (e.g., Ethiopian Holidays) for curated dining stops.

#### **3. Corporate Groups**

**Demographics**:

- **Profile**: SMEs, startups, and international firms (e.g., UN agencies) hosting team lunches or client meetings.

**Strategies**:

- **Catering Menus**: Customizable platters for 10+ people, delivered with branded *mesobs* (traditional baskets).

- **Private Dining**: Bookable *gojo* (hut-style) spaces for meetings with traditional coffee service.

---

### **Segmentation by Lifestyle & Behavior**

#### **1. Urban Families**

- **Priorities**: Convenience, safety, and educational experiences for children.

- **Tactics**:

- **After-School Specials**: Discounted meals for families dining between 3–5 PM.

- **Parental Perks**: Free coffee refills during weekend brunch.

#### **2. Millennials & Gen Z (Ages 18–35)**

- **Psychographics**: Crave Instagrammable moments, sustainability, and cultural experimentation.

- **Tactics**:

- **Viral Dishes**: Colorful *teff* smoothie bowls and “Injera Tacos” for social sharing.

- **Digital Engagement**: TikTok challenges (e.g., #InjeraArt) with prizes for creative posts.

#### **3. Experiential Diners**

- **Profile**: Foodies, bloggers, and culture enthusiasts willing to spend 500+ ETB/meal.

- **Tactics**:

- **Chef’s Table**: Monthly 5-course tasting menus with storytelling by Ethiopian chefs.

- **Limited Editions**: Seasonal dishes tied to festivals (e.g., *Meskel* spice-infused desserts).

---

### **Market Size & Potential**

- **Middle-Class Families**: ~300,000 households in Addis Ababa (CSA 2023).

- **Tourists**: 1.4M annual visitors, with 70% visiting Addis Ababa.

- **Expatriates**: ~50,000 expats in Addis, primarily in Bole and Kazanchis.

**Revenue Potential**:

- Capture 5% of middle-class families (15,000 households) dining twice/month → **360,000 visits/year**.

- At 250 ETB/visit → **90M ETB ($1.6M USD) annual revenue from core segment alone**.

---

### **Alignment with Brand Strategy**

- **Mission**: Fostering family connections via kid-friendly menus and communal tables.

- **Vision**: Scaling to 10 locations by targeting suburbs like Ayat and Lebu, where middle-class growth is highest.

---

### **Challenges & Solutions**

- **Competition**: Differentiate via cultural immersion (e.g., live *azmari* music) and hybrid menus.

- **Economic Sensitivity**: Offer “Budget Tuesdays” with 20% off classic Ethiopian dishes.

---

**Final Takeaway**:

By tailoring experiences to the nuanced needs of each segment—*families, expats, tourists, and thrill-seeking foodies*—*Taste of Unity* will dominate Addis Ababa’s mid-range dining gap, turning first-time visitors into lifelong advocates.

*“Where Families Feast and Cultures Meet.”* 🌍🍴

**Expanded Competitive Analysis & SWOT: "Taste of Unity"**

---

### **Direct Competitors: Detailed Breakdown**

#### **1. Traditional Eateries**

- **Examples**: *Yod Abyssinia*, *Habesha Restaurant*, local *tej bet* (honey wine bars).

- **Strengths**:

- **Price**: Meals average 80–150 ETB ($1.40–$2.70 USD).

- **Authenticity**: Trusted for traditional recipes (e.g., *doro wat*).

- **Weaknesses**:

- **Ambiance**: Outdated decor, limited seating, and minimal kid-friendly amenities.

- **Menu Rigidity**: No international/fusion options; rarely cater to dietary preferences (e.g., gluten-free).

- **Market Share**: ~60% of Addis Ababa’s casual dining sector.

#### **2. International Chains**

- **Examples**: *KFC*, *Pizza Hut*, *Carnivore Restaurant*.

- **Strengths**:

- **Brand Recognition**: Trusted by tourists and expats.

- **Consistency**: Standardized menus and service.

- **Weaknesses**:

- **Pricing**: Meals average 400–800 ETB ($7–14 USD), excluding middle-class families.

- **Cultural Disconnect**: Menus lack Ethiopian flavors (e.g., KFC’s “Addis Zinger” burger has minimal local appeal).

- **Market Share**: ~25% of premium dining.

#### **3. Emerging Hybrid Cafés**

- **Examples**: *Kaldi’s Coffee* (local Starbucks-like chain), *Bunna Café* (Ethiopian coffee-centric spots).

- **Positioning**: Mid-range prices (200–350 ETB) but focus on coffee/light bites, not full-family dining.

---

### **SWOT Analysis: Expanded & Actionable**

| **Category** | **Details** | **Strategic Implications** |

|--------------------|-----------------------------------------------------------------------------|-------------------------------------------------------------------------------------------|

| **Strengths** | 1. **Cultural Authenticity**: Recipes co-developed with local grandmothers and chefs. | Leverage in marketing as “Guardians of Ethiopian Heritage.” |

| | 2. **Strategic Pricing**: 30% cheaper than international chains; 20% pricier than traditional eateries. | Position as the “Goldilocks” option—balanced value. |

| | 3. **Hybrid Menu**: 60+ dishes blending global flavors with Ethiopian staples. | Promote as “A World Tour on One Plate” for tourists and adventurous locals. |

| **Weaknesses** | 1. **New Market Entry**: Low brand awareness vs. entrenched competitors. | Aggressive pre-launch campaigns (e.g., free coffee ceremonies at community events). |

| | 2. **Supply Chain Risks**: Reliance on smallholder farms for 85% of ingredients. | Diversify suppliers; sign 2-year contracts with 3+ cooperatives. |

| | 3. **High Initial Costs**: Ambiance setup (e.g., custom decor) inflates upfront investment. | Phase rollouts (e.g., start with one flagship location). |

| **Opportunities** | 1. **Tourism Growth**: Ethiopia targets 2.5M tourists by 2025 (Ethiopian Tourism Board). | Partner with tour operators for “Cultural Dining Packages.” |

| | 2. **Untapped Suburbs**: Areas like Bole Bulbula and CMC lack family dining options. | Target suburban malls with playgrounds and parking. |

| | 3. **Digital Adoption**: 45% of Addis Ababa uses food delivery apps (Jumia Food). | Launch virtual “Family Feast” bundles on Deliver Addis. |

| **Threats** | 1. **Currency Volatility**: ETB depreciated 15% against USD in 2023 (NBE). | Hedge imported items (e.g., cheese) via forward contracts. |

| | 2. **Rising Competition**: New entrants like *Gursha* (Ethio-fusion startup) emerging. | Build loyalty via app-based rewards (e.g., free meal after 5 visits). |

| | 3. **Inflation**: Food prices rose 12% YoY in 2023 (CSA). | Negotiate fixed-price agreements with key suppliers. |

---

### **Competitive Advantage Matrix**

| **Factor** | **Taste of Unity** | **Traditional Eateries** | **International Chains** |

|--------------------------|-------------------------------------|---------------------------------|---------------------------------|

| **Price** | 200–350 ETB (Mid-range) | 80–150 ETB (Low) | 400–800 ETB (High) |

| **Ambiance** | Modern-traditional fusion | Basic, functional | Generic, cookie-cutter |

| **Cultural Appeal** | High (Ethiopian storytelling) | High (Pure tradition) | Low |

| **Menu Diversity** | 60+ hybrid dishes | 10–15 traditional dishes | 20–30 global dishes |

| **Family Focus** | Play areas, kids’ menus | None | Limited (high chairs only) |

---

### **Strategic Recommendations**

1. **Differentiate Through Experience**:

- Launch “Coffee Ceremony Masterclasses” to attract tourists and position as a cultural hub.

- Offer “Family Recipe Nights” where customers share dishes for menu inclusion.

2. **Preempt Competition**:

- File trademarks for signature dishes (e.g., “Injera Tacos”) to deter copycats.

- Secure exclusivity agreements with local teff suppliers.

3. **Leverage Suburban Growth**:

- Target areas near new housing developments (e.g., Ayat City) with lower rent costs.

- Partner with ride-hailing apps (Bolt, Ride) for discounted family transport.

4. **Mitigate Currency Risks**:

- Price premium dishes (e.g., “Tourist Platters”) in USD for stability.

- Source imported items (e.g., olive oil) from Djibouti to reduce forex exposure.

---

### **Conclusion**

While *Taste of Unity* faces challenges as a new entrant, its **culturally rooted differentiation**, **strategic mid-market pricing**, and **family-centric model** provide a defensible edge. By capitalizing on Ethiopia’s tourism boom and suburban expansion, the chain can outmaneuver both traditional and international competitors to dominate the untapped hybrid dining niche.

**Key Metric**: Achieving a 25% repeat customer rate within 6 months would signal strong market acceptance and brand loyalty.