Tough economic times is forcing bars in Nairobi to develop ‘innovative’ ways to survive.
Many patrons have reported being offered free groundnuts (Njugu Karanga) and Nyama Choma – at their regular pub every so often.
“The moment you eat njugu, there is always that desire, thirst, to buy another drink to wash it down your stomach, and so you spend more money which benefits the bar,” says Junior Mitch, a resident of Embakasi.
Mitch goes to the bar a lot, mostly on weekends, to watch football.
A bar owner told Wananchi Reporting that things have not been looking good ever since Covid-19 struck in April 2020.
“Many people suddenly realised that they could buy drinks cheaply from liquor stores and Supermarkets and drink it at home,” said Jeremy Kamau who manages a bar in Embakasi.
Just last week, EABL, a leading liquor manufacturer in Kenya, expressed concern over the consumer’s wallet, noting that many have opted for lower value and discounted products.
This, the company blamed on the harsh macroeconomic environment — which has forced consumers to re-prioritise their expenditure and contracting the expenditure on alcohol by 200 basis points in the half year.
Kamau agrees, arguing that: “Many people only come to the pubs on weekends to watch football, but then buy drinks only for the 90 minutes. That’s when our sales spike a little.”
Once the matches are over, people leave in droves, leaving behind empty seats to keep the counter company.
According to Kamau, many businessmen who are just now getting into the liquor business are sometimes forced to close down after a short time because it’s not sustainable.
Meanwhile, those who have been in the business for some time are forced to develop new ‘innovations’ to ensure patrons continue to come – and spend money.
“There is a lot of competition coming from wines and spirits joints and even illicit liquor shops found in the estates,” says Kamau.
To survive – many establishments now offer patrons groundnuts and Nyama Choma every so often – to ‘make them feel cared for and at home.’
“Many people tend to spend more as a way of reciprocating our gestures. A person who buys a bottle of soda, is likely to buy a second and a third one if you incentivize with Nyama Choma or groundnuts,” said Kamau.
Steve Oloo, a bar manager in Nairobi said they have had to adjust and be very intentional to keep the business afloat.
“Initially we would demand patrons buy at least two bottle of whatever they were taking – but that seemed to send many away,” he says.
“Some people just come in to drink a bottle of soda as they listen to music or watch football. The moment we asked them to buy two, they stopped coming. Some bought – but that would be the last time you see their faces,” said Oloo – adding that they have had to drop the approach.
Instead we are trying to do all we can to keep our regular patrons – and attract new ones.
“Some of the activities we do include hosting trivia or game nights, where we reward patrons who answer certain questions with roast meat, a bottle of beer.
Patrons whose bills ‘read like a telephone number also get rewarded’, to show our appreciation and courage them – says Oloo.
A trip inside Oloo’s establishment paints a clear picture about the struggle many such establishments have had to grapple with.
Although it is a cool Sunday afternoon – there is not much going on in the bar. A truck loaded with the potent drink is parked just at the entrance. A dozen staff are busy moving crates of booze into the bar.
One can count in one hand alone the number of patrons perched on the stools — and drinking something.
The three VIP areas are unoccupied. A dozen TV screens mounted onto the walls are showing recycled football matches. No one is watching the games. The DJ and the waiters look tired and bored.
“This is a common scene inside this bar – and in many others around the estates,” says Oloo. Adding that: “Many people have stopped spending on drinks because of the high cost of living.”
“Business has been very low right from November last year and now we are in January. It’s worse in January because people have to pay school fees and rent,” says Oloo.
As the evening wears off – a little more patron can be seen walking into the bar. A waitress hurries to their table to take their orders. She gives them a welcoming smile.
Oloo’s establishment, among other things, now hosts birthday parties, ‘food and drink flight’ menu pairing, offering a mock-tail for the day – and ‘DJ mentions’ which according to him – works miracles.
Secretary General National Bar Owners Association Boniface Gachoka told Wananchi Reporting that Nairobi has roughly 12,000 bars – based on the latest survey done by Nairobi county.
By Citizen TV