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Food Concepts Plc.

Managing Competition

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Competition is a war. You

have to properly equip yourself

to stay alive

Est. 2001…Group Structure…

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Food Concepts Group Limited (FCG)

Chicken Republic Free Range Farms (FRF) Plc

FCG has over 700 retail and corporate investors within and outside Nigeria

including IFC and DPI

Employs ~1,500 staff in Nigeria and Ghana

Over 100 properties under management.

Butterfield Bread

AgribusinessBaked GoodsQSR

...Well diversified product portfolio to drive it’s FARM TO FORK Strategy

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• Largest chicken franchise QSR in Nigeria.

• 65 stores across West Africa.

• Known for its authentic African spices

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en

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lic

• Largest industrial bread producer in Nigeria with combined capacity of

85,000 loaves a day.

• Currently investing in expansion that is expected to increase daily capacity to

500,000 loaves and produce specialized products for QSR business.

• Operates plants in 7 Nigerian states including Lagos, Abuja and Rivers.

Bu

tterf

ield

• Backward integration initiative to ensure competitive advantage

• Currently produces ~100,000 broilers per month; expected to grow to

~1,000,000 per month.

• Integration includes a Broiler farm, processing plant, feed mill, hatchery and

parent farm

• Currently supply fast food, supermarkets and hotelsFre

e R

an

ge F

arm

s

FC Competes Across the Value Chain

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Integration Across The Value Chain Has Enhanced the FC’s competitive advantage…

FC Faces rigorous competition across all owned brands. However the company has been

able to increase its competitive advantage through strategic expansion across the value chain.

The company currently operates a farm to fork business model to remain competitive.

FC

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ned

Bra

nd

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Artisan Bakers

Threat of New

Entrants

Equipping for competition…

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Porter’s 5 forces vs Practical Forces…

Porter’s 5 Forces

Rivalry among existing

competitor

Bargaining power of

suppliers

Bargaining power of

buyers

Threat of substitute

Threat of new entrants

Managing Competition

Adequate Funding

Unique Product offering

Extraordinary Customer Service

Effective Management and People

Efficient Processes

For Example…

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Funding

FC has raised over US$75 million in equity funding over the last four years through retail and institutional

investors.

Management and people

Has a diversified board including institutional investors and experienced senior management team.

Efficient Processes

Implemented Oracle as an ERP and Micros POS to drive process efficiency

Product offering

Developed Central Kitchen for product consistency and variety

Developed Secret African Spices that meet our local taste profile

Constantly innovating new products such as our Spicy Crunch, Chickwhiz, wheat bread, and crunch wings

Customer Service

Recently established a leadership training school for effective customer service and people development

Product offering and Customer service…

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“We have always had a pretty competitive ferocious

battle with British Airways. It lasted about 14

years and we are very pleased to have survived it.”

– Richard Branson

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Thank You