Tracy Awino
East, West, Home is Tastiest!
November 15, 2016.
KENYA- Eating out is nothing new to Kenya’s urban population. However, with the increase in presence of western food companies such as; KFC, Domino’s Pizza and Naked Pizza, the target youth and professionals in the food industry are still opting for much healthier options. BBC’s Africa Business Report projected a seven million increase in Kenya’s population size within the next five years thus creating a market for leading western food companies to extend their brands within the continent.
Fred Mwithiga, the head of digital marketing at EatOut Kenya, an online restaurant guide and booking engine, is a connoisseur of all things food and the right venues for eating out in Kenya. Mwithiga, who has worked at EatOut Kenya for about two years, believes that Kenyans’ eating habits are being influenced by the western world.
“A few years back, the concept of brunch was relatively unheard of in Kenya, but today, all the major hotels and restaurants have Sunday brunches with a predominantly western menu,” he said.
Mwithiga said that the large expatriate population in Kenya has heavily influenced this shift in dietary options within the Kenyan restaurant business. He said, “There are a lot of expatriates who have moved into Kenya and their need shave to be met, so restaurants are always switching up their menus to offer them a piece of home.”
EATOUTKENYA
Photo courtesy of EatOut Kenya Facebook Page
The increase of international food brands in Kenya has created opportunities for food experts such as Mwithiga to host food festivals geared toward marketing and increasing a consumer base for these brands. He said that every quarter EatOut Kenya has a week-long festival that involves about 30 restaurants.
“Our biggest annual festival is the Nairobi Restaurant Week and attracts over 30,000 diners,” he said. “It’s an amazing experience and seeing people eat out more is encouraging.”
However, Mwithiga doesn’t believe his own dietary trends have shifted over time. He has been keen on maintain a balanced diet and ensuring that he frequently incorporates vegetables in his diet.
“I appreciate new food and new cuisine whenever I eat out but deep down, I still love home cooked meals at the end of the day,” he said.
Mwithiga’s sentiments on his ingrained love for home cooked meals is echoed by Kaluhi Adagala, a blogger at a top Kenyan food blog, kaluhiskitchen.
However, Adagala does not think that Kenyans are eating out more than they were before. She said that eating at home versus buying food from outside is not a cultural norm for Kenyans.
“I would say it is just a cultural aspect that is ingrained in the Kenyan people,” she said. “Eating at home offers more comfort, and more control over the taste and quantity of your meal.”
Adagala has been blogging about food for the past three years. Her initial food blogging hobby turned into a full-fledged career once her blog picked up momentum. She said that her dietary habits have shifted toward eating at more fast food locations that are especially located in the cities, however, she said that “preference for home cooked meals over fast food still reigns supreme.” Adagala said that the emergence of western fast food chains are initially met with great enthusiasm which then quickly dwindles over time.
“Fast food locations are not the automatic go-to when the average Kenyan is hungry,” she said. “But they will definitely be considered for that once-in-a while indulgence.”
photo source: KaluhisKitchen Instagram
Photo courtesy of kaluhiskitchen blog
Despite an evident influence of western food culture in Kenya’s current food consumption, Adagala said that in terms of looking at the entire country as whole, the influence isn’t as significant as it seems in more urban areas. Additionally, there are movers and shakers within the food industry that are trying to shift the focus away from western food influences to create a more sustainable and healthier means of consuming food.
Easter Kojwang, an entrepreneur, started an organic food processing company called Eastnat Limited. Her vision for the company is to encourage more Kenyans to switch to eating healthier organic foods in place of fast foods.
“My company’s main focus is on the consumer’s health and well-being,” she said. “Our aim is to see the population shifting from unhealthy eating habits so as to embrace healthy eating habits”
Easter Kojwang
photo source: The Standard Kenya
Kojwang said that fast food businesses are ill-preparing their employees for the work force. She does not buy the idea that working in those businesses provide adequate experience for the employees.
“Working in fast foods is characterized by long working hours that involve staning for unbearable periods of time yet they offer no growth opportunities, little or no medical cover and no retirement benefits,” she said.
Kojwang said that in hindsight awareness of the importance of organic whole foods has been raised and a shift toward eating healthier foods is evident. She added that a driving force toward healthier eating habits is needed in order for Kenyans to improve their dietary habits.
“We should go back to our roots and eat like our grandparents did,” she said. “With the availability of fresh produce from the market, this will not only be financially sustainable but also result in a strong healthy nation.”
Jessica Oyugi, owner of Yours & Mine restaurant in Nairobi, has been in the food industry business for 16 years and she said that in her opinion the dietary shifts in Kenya lean more toward traditional natural foods depending on demographic. Oyugi said that the western fast food companies that have extended their brands into Kenya’s food cultures are geared toward the younger generation.
“There is a market for younger generations but not mature adults who have shifted to traditional foods,” she said.
Oyugi ultimately agreed as well that despite younger consumers being more attracted to the fast food options that Kenya has there is still a need for more traditional and home cooked options.
According to a news report for CNBCAFRICA, local food industry owners are working to cater their food options to the shifting eating trends and competition by western food companies. In the report, a Café Deli owner, said that younger people are earning more money which gives them extra money to spend on eating out.
Marion Wangui, a student who interned at one of Kenya’s prestigious restaurants, Villa Rosa Kempinski, said that because of the image that people in western countries don’t cook often and eat a lot of fast food, young Kenyan’s diets have been influenced by that.
“Kenyans really prefer fast foods like chicken inn or kfc and having a fast thing to eat then going home to sleep,” she said.
Student athlete, Richard Karani, said that his dietary choices lean more toward healthier choices that will enable him to sustain and improve his performance in sports.
A common theme within all generations that have commented on the nature of current food consumption trends in Kenya is the fact that quality will always come first in their options. And despite an increase in options for eating out, Kenyans maintain that at the end of a long day’s work, a good old traditional home cooked meal will do the trick.