A research by Africa’s leading online food delivery service, Jumia Food has revealed that only 20% of Ghanaian local dishes are ordered online as compared to 80% of foreign food.
The Managing Director for Jumia Food Ghana, Terry Afram says that has motivated Jumia Food to come out with the launch of ‘’Local Food Friday’’, an innovative strategy to boost local food patronage and promote local restaurants. The Local Food Friday campaign starts from Friday, 8th December 2017 and runs every Friday. Just like the ‘’Friday Wear’’ that has been adopted by many in the country, Jumia Food proposes that Fridays be used as a day when Ghanaians as well as expatriates patronize and consume local food
In line with the overall strategy of the company to promote local businesses and eliminate the wide gap between them and customers, ‘’Local Food Friday’’ will get Ghanaians and expatriates ordering local food at very affordable prices. Customers will now enjoy their regular fufu & soup, banku & tilapia, Yam & Kontomire Stew and other local meals every Friday from their favourite local restaurants at very reduced prices.
Mr Afram said, “The Local Food Friday campaign is an answer to the identified need to boost the patronage of local food in the country. With this campaign we aim to influence consumer behavior such that the ordering of local food on our platform becomes just as common as ordering for example a pizza. We acknowledge the positive side-effects for the Ghanaian economy and are keen to contribute to it in this way.”
He added that, “This campaign should however not be misunderstood as discouraging the consumer of patronizing non-local food on the platform: we esteem the non-local cuisines just as much but specifically identified the necessity to boost the local foods”
“The local Food Friday campaign is an avenue to promote our indigenous meals in a classier way to our cherished customers, notwithstanding the economic benefits this campaign will bring to the hospitality industry and Ghana at large. On Fridays, with all the chaos and traffic in town, one may find it very difficult to drive to their favourite local restaurant and eat local. Jumia Food solves this unfortunate situation with this Local Food Friday campaign where you can get your favourite local meal from your preferred restaurant delivered to your doorstep,” said Mr. Jephthah Datsomor – Head of Operations for Jumia Food, Ghana.
