Original Story Published by: Jeanette Clark, www.howwemadeitinafrica.com
Photo Source: Baristas at Vida e Caffe outlet in Zambia
Your first market outside South Africa was Ghana. How did you decide on this country?
Our partner in Ghana approached us, having seen the success of Vida e Caffè while on holiday in South Africa. He has extensive experience in the premium restaurant sector in Ghana and thought it would have great potential.
The Ghanaian market shows a slightly different consumer behaviour to South Africa when it comes to the desire for convenience. People in Ghana tend to prefer to sit down longer and socialise with larger groups of friends and family, which we have catered for with our bigger stores with more seating facilities.
Our pricing strategy is similar to South Africa where we are premium priced, justified by a high-quality beverage and food offering and a high innovation rate.
The menu in Ghana also remains very close to South Africa, apart from some cultural influence like rice balls in some of the bigger stores. As it enjoys a warm climate, the fresh fruit-based smoothies and Frios (blended ice) drinks are doing exceptionally well in addition to our coffee.
To read the full article, visit www.howwemadeitinafrica.com.
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