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Naked Truth About the Franchise

Naked Truth About the Franchise

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Published by Aamera Jiwaji
Entrance of Naked Pizza franchise into Kenya
Entrance of Naked Pizza franchise into Kenya

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Published by: Aamera Jiwaji on Mar 05, 2014
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03/05/2014

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Nairobi Business Monthly 
 
 February
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BY AAMERA JIWAJI
I
t isn’t a pizza base without toppings. Nor do you have to be naked to eat one. But Naked Pizza does require some introduction to the Kenyan market. Started as an international pizza franchise in New Orleans, Naked Pizza is developed on the idea that people want to eat healthy but are not willing to sacrifice a
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ordability, convenience or taste to do so. So it is an all natural, reduced calorie, probiotic pizza that incorporates ten grains into its base and uses fewer processed ingredients and nothing artificial. But like an ordinary pizza, it is round, comes in a square box and the business model is funda-mentally unchanged. What is di
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erent however is that the stereo-type of a pizza as a high calorie product that promotes lifestyle diseases has been tweaked. And Naked Pizza isn’t the first company to embrace such a concept. It is one in a long line of international businesses responding to an increasing consumer consciousness that ques-tions how and and under what conditions a product is made - whether it relates to child labour in an Asian country, the use of fair trade in procuring co
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ee beans, or as in the case of Naked Pizza, the health implications of a particular ingredient. The other thing that is di
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erent about Naked Pizza as an international brand is that while the fast food business model (carry out and deliv-ery, or dining with no delivery) is unchanged, Naked Pizza was the first to receive international acclaim for its flexibility when entering new markets.When it opened its first international location in Dubai, it was under the name N_K_D Pizza, out of respect for the culture, acknowledging that for a franchise to succeed in a local market it may need to change its products or services, adjust how it advertises, make adaptations to the equipment it uses or even change the name of its business.And so its arrival in a country where numer-ous international franchises have imposed a globally successful business model only to find that it does not work, sets it apart from other brands.Established burger franchise McDonalds embraced the same flexibility in naming prac-tice last month when it rebranded its Australian outlets to Macca’s, the nickname that the locals
Companies
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Fast food franchises in Kenya
KFC
 - America
Galitos
 - South Africa
Chicken Inn
 - South Africa
Steers
 - South Africa
The Naked  truth about the  franchise
BUSINESS MODELS
Ritesh Doshi, co-owner of the Nairobi franchise of Naked PizzaThe first outlet is in Westlands and they plan to have three outlets in Nairobi before the end of the year.

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