This archive report was first published on 29 November 2019.
Started in August 2017, Charlie's Bistro has come a long way from its humble beginnings. The restaurant, considered one of Nairobi's most luxurious, has had a difficult journey towards becoming the multi-million establishment it is today.
Published on November 29, 2019, Business Today spoke to Charlie's Chief of Operations, Rickie McDermott, about the restaurant's growth and success.
McDermott explained that the prices at the restaurant have been developed in regard to the production processes of the food that is served. He emphasized that the restaurant's target customer base is the middle-income earners who can easily afford to frequently dine at the restaurant.
With two outlets in Nairobi, one in the Central Business District (CBD) and the other at Kasuku Centre in Kileleshwa, Charlie's Bistro has grown to become worth more than Sh 200 million. The CBD branch alone is worth Sh 180 million.
According to McDermott, the growth of the restaurant is hugely accredited to the people who work behind the scenes, including himself. Charlie's owner, Dr Muriithi Muhoro, started the business when he knew nothing about restaurants or what it took to run one.
The capital he had was enough to start the business, but its growth was linked to the professionals that he hired. Based on the revenues generated by the restaurant, there could have been chains of Charlie's brands all over the country.
However, Charlie's management thinks the best growth is slow growth. In the two years that it has been operational, Charlie's growth has been strategic, slow, and systematic. McDermott noted, 'We want our growth to be slow because we believe slow growth is good growth.'
A new Charlie's branch is under construction and expected to be operational before the end of the year. The restaurant took over part of the space left behind by Nakumatt Supermarket at Ridgeways Mall along Kiambu road to build its new outlet.
As much as a majority of Nairobians rarely dine at Charlie's, the restaurant's management does not think that the prices are high. The cheapest meal is priced at Sh 300, which according to McDermott, is enough to make you full.
Because of its aspirations to reach every Nairobian, Charlie's is planning on opening an economy-friendly Charlie's restaurant. McDermott said, 'We are planning on opening Charlie's Express which will consist of small tap outlets where we could do a lot of fried and grilled meals.'
