Joel Kariuki, a marketing and advertising consultant, provided insights into why chips and chicken joints in Nairobi’s Central Business District (CBD) have remained successful for decades despite not adopting modern payment methods like mobile money or delivery services. Kariuki shared his observations in a TikTok video, highlighting several key factors that contribute to the longevity and success of these businesses.
Kariuki noted that these fast food joints have a deep understanding of their market. They offer affordable prices, maintain consistency in their products, and choose strategic locations. He pointed out that even though these businesses still operate on a cash-only basis, their patrons are willing to withdraw cash to make purchases, indicating a strong customer loyalty.
The enduring success of these establishments, often referred to as ‘fish and chips’ joints, can be attributed to their universal appeal. Kariuki explained that everyone, regardless of age or social class, enjoys chips, fried chicken, and soda. These businesses have effectively targeted this broad market and maintained affordable pricing, ensuring they attract a steady stream of customers.
Consistency is another critical factor. These businesses have built a reputation for reliably offering the same products, which fosters customer trust and repeat business. Additionally, their prime locations in high-traffic areas of the CBD ensure a constant flow of potential customers, primarily those looking for quick, affordable meals.
Kariuki also discussed why some new businesses fail in Nairobi. He pointed out that many startups struggle due to inconsistent financing and inadequate marketing budgets. He emphasized the importance of having sufficient funds to sustain a business for at least six months, as it often takes time to become profitable. Targeting an already loyal customer base of other businesses and failing to provide exceptional customer service can also hinder success.
Moreover, Kariuki highlighted the significance of continuous investment in marketing and maintaining a positive customer experience. Businesses need to differentiate themselves and ensure that customers feel valued to foster loyalty and encourage repeat visits.
In summary, the success of long-standing chips and chicken joints in Nairobi’s CBD is due to their deep market understanding, affordable pricing, consistency, and strategic locations. For new businesses to succeed, they need consistent financing, effective marketing, and a focus on excellent customer service.
