I was speaking to my little sister. And she said, ‘Chicken Tonight fumbled a good thing.’ She argues that they had these well-seasoned fries and chicken that was distinctly theirs. The mill was running right and then they changed it. Well, the case study of Chicken Tonight ought to be written as should case studies of many other Ugandan businesses.
At the time of Chicken Tonight’s great years, there was Bon Apetit also playing in the quick-service restaurant space. Yet, Ugandan brands never sustain through their success. Great success is the undoing of many Ugandan businesses. Why is that the case?
When I was in Philippines, I encountered the amazing Jollibee brand. Jollibee has been at it since the 70s. It’s a truly filipino-immersed restaurant. In the 70s, they developed this unique fried chicken recipe and with that recipe, they have gone on to be number one in the Philippines. They have an amazing mascot that appeals to children. Think of a packed restaurant, packed with nothing but happy families. That’s what Jollibee is to the Filipino society. Not even KFC could ever come close to the same share of market.
When I saw KFC expand to the Ugandan suburbs, I realized that they have seen a gap that’s not being filled. Fried chicken is not just a popular category but it’s a category in hyper growth. The demand for fried chicken just can’t be met. However, most local players lack both a distinct and consistent fried chicken recipe. It’s something that gives KFC the edge. Add on the KFC brand, and you have a company that’s enjoying the Ugandan market.
In Naalya, there’s Chicken Xpress, almost modelled on the KFC offering, it even launched a Drive-through. I recently witnessed their evening numbers, from the walk-ins to the eat-ins and the delivery, I was beyond shocked. Could they become the Ugandan Jollibee? What if they thought more about their brand and offering? Could they give KFC a run for their money? And the prices were just appropriate.
We are watching Chicken Xpress, but we are also watching the Fried Chicken category in Uganda. It’s growing so fast. It’s still a space that is open to more disruption. Ugandans will only continue to demand more and more of fried chicken.