U.S. fast food chain, Subway is set to open its first Kenyan outlet this August, a move poised at targeting Kenya’s fast growing consumer market.
The brand’s franchise holder is CJ Bak, a Director at Liberty Eagle who plans to open at least two outlets by the end of this year and is eyeing locations in Westlands, Kilimani, Gigiri and Upperhill amongst others.
“The first restaurant is expected to open by August of this year. Our first location in Nairobi will be at the Junction. We then expect to open at least two more this year with a goal of 20 stores over seven years,” he told Business Daily Africa recently. According to him, the brand’s strategy is to offer affordable menu options for middle class Kenyans.
The Kenyan hotel and restaurants sector is estimated to have grown by about 5.9 percent on average over the past three years.
In a recent interview with How we made it in Africa, Bak said that he plans to differentiate the brand in the country by taking a more sophisticated approach to pricing and by utilising value campaigns.
Local competitors include Subzone, Chicken Inn and Debonairs Pizza.
Founded in Connecticut, U.S.A. in 1965, Subway has franchised about 39,000 stores globally.