Diaspora : Kader Jawneh, pioneer of African fast food
Kader Jawneh is a Franco-Senegalese entrepreneur who runs Afrik'N'Group, an African catering company. Building on his success in France, he has opened his first restaurant in Casablanca, Morocco's economic capital. This is the first step in the expansion of his brands in Africa.
By Mérième Alaoui
On Boulevard Mohamed Zerktouni in Casablanca, the Afrik’N’Fusion restaurant, due to open in June 2021, is a real eye-catcher. « The idea to open in Casablanca came from my partner, who moved there with his family. He noticed that a lot of sub-Saharan Africans were living in Morocco and were looking for West African cuisine. But also that the Moroccans themselves, who are very curious, are open to other gastronomic experiences. Especially in Casa, a cosmopolitan city, » explains Kader Jawneh, CEO of the Afrik’N’Group, which runs the outlet. The Afrik’N’Fusion restaurant in Casablanca, which is much larger than the one in Paris, is keeping the same menu, « with the addition of couscous every Friday. It’s a way of adapting our offer to the country, » explains Kader Jawneh.
Setting up in Morocco is not just about the local market. It’s the first step in an African strategy. « Attitudes have changed. Moroccans are increasingly defining themselves as Africans, not just North Africans. You can see it in advertising and in the national media. It’s the result of King Mohammed VI’s economic and political vision, which focuses more on investing in the south and less on Europe, » continues Kader, who is regularly offered new opportunities south of the Sahara, in Senegal and Côte d’Ivoire, by his Moroccan contacts. « There is a real awareness of Africa’s economic potential, » he says.
African cuisine on par with international standards
Morocco is therefore a gateway to Africa for the group, which has no intention of stopping there. In addition to the Afrik’N’Fusion restaurants, its flagship brand, the group has Djaam, an offer aimed at city dwellers. It proposes the famous Hawaiian bowls, revisited with an African twist, and The Flow, inspired by American soul food. With an active digital strategy marked by a daily presence on Instagram, but above all on TikTok, the main search engine, the CEO wants to erase borders to better target Africa. « Our dishes are Senegalese, Malian and even Gambian because they use the same base. But contrary to popular belief, in Africa, for example in Dakar, few restaurants offer thieboudienne, mafé or even chicken yassa with international standards, » he observes. With this in mind, he and his partners are currently negotiating with investors to set up in Abidjan, Côte d’Ivoire, and Douala, Cameroon.
Billed as the world’s first African restaurant chain, Afrik’N’Group has an ambitious vision for the market. From his offices in Tour d’Asnières, just outside Paris, Kader oversees marketing and staff training – a team of 60 to 80 people, including managers, team leaders, chefs and waiters. This success is based on a booming market. The figures speak for themselves. According to a study by Gira Conseil, experts in food consumption, African cuisine is one of the most popular dishes served in French restaurants. The turnover of this market, all segments combined, amounts to €50.4 billion in France, and rises to €90 billion, again according to Gira Conseil, if the entire catering market (hotels, canteens, etc.) is included.
I am proud of my African origins and at the same time proud to be French. There’s no contradiction
Although he is now fully committed to the restaurant business, this is not the 38-year-old’s first venture. At the age of 18, while his friend’s father was working in construction, the two of them started a construction cleaning business. It was a tough first experience, but a formative one. « I learned a lot. And I quickly realized that entrepreneurship was in my blood ». For three years, he organized stand-up nights in Paris, then Cannes and Tunisia, in Hammamet and Sousse.
When the time came to reinvest, at the age of 21, on the good advice of his cousin, he made the wise choice of creating K Energie, a renewable energy solutions company. Installing heat pumps, photovoltaic panels and other systems, he employs up to fifteen people and has a turnover of one million euros. It’s a great success story that allows him to invest in African fast food with confidence.
Born in France to Senegalese parents, Kader Jawneh is part of a Diaspora doing business on both sides of the Atlantic. « I’m aligned, proud of my African origins and at the same time proud to be French. It’s not a contradiction. It makes no sense to pit these two cultures against each other, » explains the man who was a member of the French delegation to the G20 Young Entrepreneurs’ Alliance (G20 YEA) in India last July. « Everyone knows that Africa is not only the continent of the future, but above all the continent of the present. Everybody wants a piece of the cake. Today, I truly believe that our dual culture is a strength. Unfortunately, this is not what is conveyed in France, especially in certain media outlets that spread hate speech, » he laments whenever he returns to Paris. « Highlighting the Diaspora would make a huge difference and help France rethink its position in Africa in a win-win relationship. I know that as far as I am concerned, we can pass on a lot of ideas through cuisine, which is a very important vector of culture. »
The idea is to come together to promote the sector, share best practices and buy together in collective negotiations
Kader Jawneh, who is very active in networking and business associations, launched the Union des métiers de bouche africains (UMBA) in October. In just a few weeks, eighty restaurateurs, caterers, grocers and players in the Afro-food sector have joined him. « We hope to have more than a hundred members soon. The idea is to unite African cuisine professionals to promote the sector together, share best practices and buy together in group negotiations to get a comfortable foothold, » he explains.
« Of course, we are sometimes in competition with each other, but the world is a big place. Let’s increase the size of the market and everyone will have a place ». Restaurant owners from Belgium and Turkey have also joined UMBA. « This gives the movement an international dimension, which is extremely interesting and enriching, » he enthuses. « We’ve often been divided, but the younger generation, of which I am a part, has understood that we’re all going to go further together.
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