ETHIOPIA – Belayab Foods Production PLC, franchise owners of Pizza Hut and Cold Stone Creamery brands in Ethiopia has opened outlets in Sar Bet, South West of Addis, foreseeing future expansion in neighbouring Djibouti.

This follows its fast-growing Pizza Hut brands in Ethiopia, now operational in several locations around Addis Ababa, including in Morning Star Mall, Sarebet, Century Mall, CMC, Kazanchis and soon to open inside Bole International Airport.

Owned by Aschalew Belay, a Chinese based Ethiopian entrepreneur, this will add to his interests in the hospitality sector, including owning Golden Tulip and Tulip Inn hotels in Ethiopia, as well as Kia Motors.

The company was established in 2017 with a registered capital of US$0.85m with the aim of franchising and affiliating international food brands that have developed a unique and valuable system for the preparation, marketing and sell of certain quality food products in under various trademarks.

“Our relationship took long to develop, as we discussed on standards and wanting to bring value to our nation,” Aschalew told The Reporter. “I wanted it to have a triple effect, in terms of training for our employees who many want to use their experience with us as a transition in their careers or to those who may want to grow with us.”

“I did not start this business to make money, but I wanted to help others realize that our nation is truly open for business, as an investment hub,” he added.

For Kahala brands that owns Cold Stone Creamery, this is to be its first trial within Ethiopia, after successfully introducing the brand in other African nations, including South Africa, Nigeria and Egypt.

“We hope the relationship will produce employment locally and have us look at partnering with local entities to help us produce the raw materials for our products,” said Alex Neville, the Director of Operations for Kahala Brands.

Belayab Foods entered into a franchising agreement with the American YUM! Brands owner of Pizza Hut in 2018.