Ambition

With nearly 20 years of experience in the upscale casual food industry Java House Group was looking to expand their offering and approached ARK to help them understand the current fast food economy in Kenya. Together we set out to make sense of the current trends in the space, grasp what’s on offer in regard to product, service & experience, and map out opportunities as well as identify gaps in the space.

Our study highlighted several opportunities in the space so together with the Java House Group we embarked on creating a solution that would break through these gaps and utilise innovative methods in brand, product, service & experience to create a global brand rooted in Kenyan heritage.

Approach

Immersion

Over a two-month period we engrossed ourselves in the fast food culture in Nairobi in order to gather the necessary qualitative insights.

Once we set out to create a brand that sat firmly in Kenya’s fast food scene we immersed ourselves in the world of our consumers keen to create a solution that they want and love, and a brand that is reflective of our unique Kenyan culture.

Multi-disciplinary teamwork

Developing the study and bringing the subsequent brand to life was possible because of the diverse range of roles our team was able to play.

Our team of researchers were critical in helping us gather the data. Our intent was to gain a deep understanding of what’s on offer, what consumers want, what they need and the greater context of fast food culture. Therefore our team spoke to suppliers, service providers, and consumers in order to gain the deep knowledge needed.

We then synthesised our findings, an involving process that brought together our design, strategy and business minds. While our design team focused on bringing the consumers needs and wants to the forefront our strategy and analytical team worked to map the value and opportunity.

Brand Creation

Using the insights and strategy developed earlier our creative team then began developing a brand that solved our consumers pain points, captured their essence and catered to their needs and wants. Personifying our unique Kenyan spirit in this brand was an essential element and our creative team worked relentlessly to ensure this energy was reflected in every touch point of the brand.

Collaboration

Together with the Java House Group we worked as brand guardians, consulting & collaborating with them on the product development and creation of the key menu items to ensure a brand with a holistic experience that utilised the opportunities identified previously was brought to life.

We also collaborated with the team at Image 360 Designs to bring the interior space to life. Ensuring that the brand’s mood and feel was translated into the space at our first location.

This resulted in us partnering with the artist Chelwek to bring in the high energy and Kukitos eccentricities to the hoarding during construction, and the walls of the space.

We worked with Jackie Mwai to bring our product to the eyes of the consumer in the fun-loving eccentric manner of our brand. Creating some mouth-watering imagery for the communication and advertising efforts.

Experience

Kukito opened it’s doors in October 2019 bringing the best kuku choma to the streets of downtown Nairobi and celebrating the chill, witty and community vibes that are at the heart of Kenyan spirit.

Kuku Choma Oriji Imefika

With our first branch on the bustling Kimathi Street we knew we needed to make a mark to let consumers and other outlets know that there is a new player in town. Our team conceptualised and executed a marketing strategy in conjunction with the Java House Group to ensure the physical and online streets were abuzz with the news of Kukito.

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Share some chicken. Share your stories. Share the joy.

Gathering around the fire has always mattered to us. We’re a society that has always appreciated coming together and sharing our food, stories, and laughs. Kukito embodies this sentiment, reminding us to bask in the joy of life as we munch on some good food.

#fab900