Kofi Abunu, CEO of Food Concepts, the parent company of West Africa's most expansive quick-service restaurant (QSR) chain, Chicken Republic, oversees an enterprise that boasts over 300 branches and serves upwards of 15 million West Africans annually. When asked about the weight of this responsibility, Abunu, in conversation with Olushola Olaleye, described his constant state as "busy," noting that the general public often only sees the "finished product" of a successful brand, much like admiring a beautiful house without seeing the cement and debris involved in its construction. Olaleye pressed him on this, highlighting the need to understand if individuals behind successful brands are truly conscious of the magnitude of their daily responsibility. Abunu affirmed that those on the inside of the QSR business are perpetually "too busy moving," often needing to remind themselves to stop, breathe, and appreciate their accomplishments. He measures success based on internal targets, observing where the team has "dropped the ball" to identify opportunities for continuous improvement and learning from failures, emphasizing that efficiency is key.
The "engine" ensuring Chicken Republic’s system runs consistently is fueled by its people—their knowledge, experience, know-how, and training. Abunu’s background, starting at McDonald's in the UK at age 16 and quickly ascending the ranks, prepared him for the QSR environment. His experience running systems and processes from scratch while working with Nandos in Ghana proved crucial before joining Chicken Republic in 2007 as the General Manager for the QSR business. He quickly recognized the immense potential of the Nigerian market, citing the population size, market scale, and existing "eat-out culture" as a "blessing" Ghana lacked.
Maintaining consistency across 26 states is achieved through meticulous operational control. Abunu revealed that the menu is deliberately kept simple. To ensure standardization, critical components like the sauce used to cook jollof rice are prepared centrally in a "commissary or a central kitchen" serving Lagos and Ibadan stores. Crucially, equipment like fryers is secured with preset, password-protected timers and temperatures, preventing any chef in a branch from getting "creative". The company maintains quality control by ensuring all raw material vendors meet stringent criteria set by the Quality Control department. Abunu advocates for focus, noting that the company achieved significant growth after letting go of its poultry farm, realizing that growing the chicken was not their "area of expertise," allowing them to concentrate solely on the QSR business.
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Navigating Nigeria’s unpredictable macroeconomic environment requires constant adaptation. Abunu recalled the genesis of the iconic 500-naira refill meal around 2016, a strategic response to a tough period where they realized they had priced themselves out of the aspirational consumer market. Olaleye hailed this meal as "the symbol, the apotheosis of affordability" that served as the darling of the Nigerian heart. Abunu credited the former CEO with the idea, which he supported immediately, having learned from a similar experience in Ghana where a small price increase drastically reduced sales volume. This meal shifted the business to a high-volume model, ensuring fresh product turnover and sustaining the price point for six years. However, recent economic turbulence has necessitated numerous price adjustments; Abunu admitted to reviewing prices about eight times due to steep increases, including a 100% hike in chicken prices, forcing them to pass some costs onto the customer.
Abunu emphasizes an inclusive, people-first leadership style. He walks around the entire office daily to greet staff, recognizing that the "strategic management of your people" is key to business success. To keep executives motivated, he champions empowerment, giving senior managers exposure and responsibility, such as sending them abroad to develop pricing strategies. Furthermore, the company holds quarterly "MD communication day" town halls where Abunu gives a brief update, then dedicates the remainder of the time to answering staff questions, especially during tough times. This inclusive approach involves asking subordinates, "what do you think we should do," which results in "more buying" and involvement in decision-making. Recognizing the industry's high staff turnover (around 50% for Chicken Republic), the company focuses on continuity by promoting from within, establishing a clear career path, and using a dedicated training room called "the hatchery".
With a close to 6,000-strong workforce, Abunu’s ultimate focus is international expansion. He asserted that just as Nigerian music and fashion have excelled globally, it is time for a Nigerian QSR brand to grow rapidly in international markets like the UK and America. Olaleye expressed personal conviction that Abunu is uniquely equipped to lead this international charge. Despite the demands of the job, Abunu balances his professional life by watching football—as an Arsenal supporter—and spending time with family.
