Colonel Sanders’ iconic fried chicken franchise, KFC, has spread its wings from Kentucky to open restaurants in Ghana. Roshan Mohinani, Strategy and Transformation Manager of the Mohinani Group, discusses the company’s efforts to provide opportunities for communities.
THE SHARING BUCKET OF SUCCESS
As an industry vital to economies worldwide, food and beverage is constantly in flux as trends, lifestyles, and consumer preferences evolve.
In addition to streamlined manufacturing processes, supply chain activities continue to influence the market further, helping to fuel the rising demand for ready-to-eat food and boosting industry growth.
Over the past two decades, fast food brands have expanded into many countries across Africa, spurred on by an increase in urbanisation. In Ghana specifically, some international quick service restaurants (QSRs) now occupy the streets of metropolitan areas.
Furthermore, the West African country is undergoing a demographic transition, with a burgeoning population of young individuals and an expanding middle class, which has led to a growing preference for fast food and fine dining experiences amongst these groups.
This presents an opportunity for global brands that offer high standards and great-tasting food, such as KFC Ghana, with its famous Finger Lickin’ Good chicken.
The country’s dynamic and constantly evolving food and beverage industry positively and negatively impacts Ghanaian businesses. Indeed, while the sector’s growth presents opportunities for companies to thrive, it also brings challenges such as increased competition.
“Our country is currently facing economic instability, which has impacted sales over the years, forcing us to change the status quo and quickly adapt. Nonetheless, we are optimistic about the future and our position as industry leaders,” introduces Roshan Mohinani, Strategy and Transformation Manager of the Mohinani Group.
Masco Foods Limited, which operates as KFC Ghana, was founded by the Mohinani Group, a third-generation family business with a diverse portfolio that includes packaging, consumer durable brands, distribution, electronics, retail, real estate, QSRs, and hospitality. This year, the fast-food outlet opened its 34th restaurant in the capital, Accra.
“We intend to continue expanding and greatly contribute to employment by hiring over 100 more Ghanaians in 2024 and 2025, making us undeniably the largest restaurant employer in the country,” he adds.
GALVANISING GHANA’S WORKFORCE
Ashok Mohinani, Chairman of the Mohinani Group, believes that all employees are key stakeholders in the business.
As such, KFC Ghana has made major investments in its staff, including comprehensive and continuous training programmes.
“These are provided to both new and old staff alike with the sole purpose of equipping each individual with the skills needed to perform optimally and develop their careers,” Roshan outlines.
At KFC Ghana and across the wider group, there is a strict policy of internal advancement that prioritises the development and promotion of existing employees before seeking staff elsewhere.
“Putting people first is a core value of the Mohinani Group, and employees must respect these principles to create a safe, supportive, and healthy environment for everyone.
“One of Ashok’s cherished projects is the Boafo Scheme, a unique fund designed to help employees who are dealing with adverse situations. It offers support in different areas such as education, healthcare, housing, and burials for staff in urgent need or unforeseen circumstances.”
The Chairman’s philanthropy is underpinned by his passion for ensuring that KFC Ghana has an inclusive employment policy that does not discriminate against anyone based on religion or background.
The Mohinani Group has demonstrated this commitment by embarking on a substantial project that focuses on employing people with disabilities.
“We are assessed by the board based on the number of employees with disabilities, and we are proud to announce that we have a considerable number of such individuals across the group,” enthuses Roshan.
A BENEVOLENT ENTERPRISE
In May, KFC Ghana launched a social intervention initiative called #KFCLunchWithSchools, a marketing campaign aligned with the group’s core values.
“We issued a public call for nominations of basic schools to receive a free lunch from KFC Ghana. The response was overwhelming, with over 300 nominations from across the country. We are pleased with the success of this project and intend to continue contributing to support the less privileged,” prides Roshan.
Alongside this crucial social project, the Mohinani Group recently commenced work on two important bottle-to-bottle plastic recycling facilities in Ghana and Nigeria through its subsidiary companies, Polytank Ghana and Sonnex Packaging Nigeria. KFC Ghana supports the project with polyethylene terephalate (PET) bottles across all its stores.
“These state-of-the-art recycling plants, valued at millions of dollars, will greatly benefit the environment as we aim to reduce pollution and promote a better and more sustainable way of life,” Roshan expresses.
However, it is equally important to recognise the challenges that unemployment poses for young people. KFC Ghana is extremely pleased to contribute to creating job opportunities nationwide and maintaining its position as the largest employer in the country’s QSR industry.
“We are committed to supporting local farmers and suppliers by sourcing our ingredients from them. We are making great progress and are on track to reduce our imports by 60 percent by the end of 2024.
“Our ultimate goal is to procure 90 percent of our supplies locally by the end of the year. This move will be highly advantageous for the Ghanaian economy while promoting sustainable agriculture,” he shares.
Supply chain operations are also pivotal, and KFC Ghana’s corresponding in-house department ensures its success and sustainability, encompassing procurement, logistics, and distribution.
“At our company, we have a strong emphasis on building and maintaining robust relationships with our partners and suppliers, recognising that they are essential for ensuring quality, efficiency, and consistency for the business,” Roshan affirms.
ENHANCING THE CONSUMER EXPERIENCE
From both a consumer and company perspective, KFC Ghana’s introduction of self-service kiosks has been a success.
“These machines allow customers to place their orders quickly and efficiently, reducing wait times. It is a quick and convenient way of ordering food, which is particularly appreciated by busy travellers at our new location in Kotoka International Airport (KIA) and our high-traffic branch in Osu, both in Accra,” Roshan explains.
The kiosks’ modern technology provides a seamless and pleasant ordering process, adding to a positive overall experience. Moreover, the system generates valuable data on customer preferences and ordering patterns, which will be used to refine menu offerings and enhance service in the near future.
“As everyone is aware, Generations Z and Alpha are always seeking new trends and innovations. By introducing the self-service kiosks, we have positioned ourselves as forward-thinkers and a customer-centric brand,” he posits.
Reflecting on the company’s achievements so far this year, Roshan is rightly proud and optimistic about the rest of 2024.
“One of our goals is to expand into underserved locations, and we are excited to witness the progress of this target.”
As the brand’s customer base grows, it is imperative for the company to develop a solid and efficient delivery process to stay ahead of competitors and, most importantly, meet the public’s needs. However, to make such improvements, KFC Ghana must invest in its employees.
“It remains a top priority for us to enhance our training programmes and equip our staff with the skills and knowledge necessary to provide exceptional services while also improving our menu to offer variety and ensure the food is tasty,” Roshan closes.
KFC GHANA PARTNER
