Kofi Abunu, CEO of West Africa's largest quick-service restaurant chain, Chicken Republic, with over 300 branches serving 15 million West Africans annually, emphasizes the importance of strategic people management and an inclusive leadership style. He makes a point of walking around the office daily, greeting staff at all levels to foster a sense of involvement and appreciation. This personal touch, combined with quarterly 'MD communication days' (town hall meetings), ensures that employees feel heard and contribute to problem-solving, especially during challenging times.

Kofi recounts his journey from starting at McDonald's in the UK at 16, rising rapidly through the ranks, to eventually working with Nando's in Ghana. He highlights the invaluable experience gained from these international brands and how it prepared him for the unique challenges of the Nigerian market, particularly in developing systems and controls in a less structured environment.

Kofi joined Chicken Republic in 2007 as General Manager. He explains that while the Ghanaian market was smaller, the Nigerian market presented immense potential due to its large population and established 'eat-out' culture, offering a significant opportunity for growth in the quick-service restaurant sector.

Kofi details his progression from GM to COO, then Chief Development Officer, and eventually CEO in 2022. He explains that these roles were instrumental in developing the company's expansion strategy, including site selection, project management, and franchise development. He emphasizes the importance of trusting the team and empowering subordinates, while also understanding when direct leadership is necessary.

Kofi elaborates on the 'engine' driving Chicken Republic's success: its people. He stresses the importance of hiring individuals with diverse QSR experience (KFC, Burger King, Nando's) and building robust structures, policies, and standard operating procedures (SOPs). He also discusses the organizational structure that accommodates growth, such as having two heads of operations in Nigeria to manage the extensive number of branches.

Kofi reveals his strategy for motivating senior management, which includes monetary benefits, empowerment, and exposure to international projects. He also discusses the internal culture where staff are highly self-motivated. He then transitions to the '500 Naira Refill Meal', introduced around 2016 during a tough economic period. This initiative, championed by a former CEO, aimed to provide an affordable option to a wider aspirational market, boosting sales volume and maintaining quality through high turnover.

Kofi candidly discusses the impact of Nigeria's turbulent economy, including frequent price increases, especially on chicken, and soaring utility costs. He explains how Chicken Republic had to adapt by adjusting prices while striving to maintain affordability, eventually leading to a higher price point for the popular 'Refill Meal' due to currency devaluation. He also highlights the competitive landscape where affordability became a key strategy for many QSRs.

Kofi explains how Chicken Republic maintains consistent taste across all 300+ branches. This is achieved through a simplified menu, a central kitchen ('commissary') that prepares sauces and ingredients, and standardized cooking equipment with pre-set timers and temperatures, eliminating 'chef creativity' within the individual stores. Spices are also centrally managed and distributed.

He details the stringent quality control for vendors supplying raw materials. He reveals that Chicken Republic briefly owned a poultry farm but divested it to maintain focus on their core expertise: cooking and serving. This strategic decision allowed them to concentrate on QSR growth.

Kofi likens franchising to a marriage, emphasizing communication and mutual support. He shares how supporting franchisees, even disciplined ones, led to significant growth. He also highlights their learning from franchisees and the importance of forums for collaboration. Addressing high staff turnover, Kofi explains Chicken Republic's strategy of providing clear career paths and internal training, showcasing examples of employees who started in entry-level positions and rose to management.

Kofi envisions Chicken Republic expanding internationally, leveraging Nigeria's growing global influence in music and fashion. He aims to establish the brand as a prominent Nigerian QSR globally. In his personal life, Kofi enjoys watching football (he's an Arsenal supporter) and spending time with his family, finding ways to recharge amidst his demanding role.