ADEGA: Seasoned Team Relaunches Adega

The years of 2020 and 2021 will forever be remembered as times of tragedy and difficulty. Covid-19 created challenges like never before. Travel, tourism, hospitality, retail – all battered by the virus itself and the subsequent restrictions. Looking back is not fun for most. And, with issues remaining – and the virus lingering – planning for growth remains tricky.

But, despite the hurdles, some have managed to serve up positivity. By grasping limited opportunities or creating new chances, entrepreneurs have astounded many with what has been achieved in excruciating circumstances.

In March 2020, South Africa’s aggressive lockdown rules came into place, including closure of all non-essential workplaces, and bans on entertainment, alcohol sales, and more. Victor Graca, Director of Adega Holdings, was busy preparing a total revamp, reboot, and revitalisation of the Adega restaurant brand. The marketing expert had realised the change in the restaurant space that was underway as Covid had closed so many down. Transitioning from simple eatery to entertainment destination with digital capability was no easy task.

“Adega is a brand that has tremendous heritage in South Africa and has been around for more than 20 years,” Graca tells Enterprise Africa.

TOTAL REBUILD

Coming from humble beginnings, starting up in a converted Johannesburg house, Adega’s food quickly gained a following. Portuguese inspired, with a focus on seafood, the brand became popular rapidly. “It exploded from there and grew exponentially over the years to become a quintessential Portuguese seafood restaurant that is very warm and hospitable and is associated with celebrations,” Graca states.

Known through its old branding ‘always open, always good’, Adega had an amazing journey through the 2000s. But as the pandemic burnt many in hospitality, Adega’s owners suffered.

“A lack of relevance transpired in terms of marketing and repositioning of stores. There was no remodelling, no new look, and the restaurants were no longer relevant. When Covid broke out, the company that owned the trademark went under,” details Graca.

In August 2020, with fresh ideas and a plan for digitisation, Graca and team purchased the trademark and set about rebuilding Adega.

“We launched a new store in Bedfordview with amazing new branding,” he smiles. “The tiles used are trademarked as our new style and we have had tiles specifically manufactured for different parts of the store. Any new stores that come into the franchise will have their own unique pattern.”

A new menu was developed, with new drinks, new décor, new processes and systems, and a new ethos – one where a restaurant becomes an entertainment venue as well as a first-class food venue. A change in eat out culture has installed a new mindset in restaurant owners, and Graca is sure that those who can’t adapt with fail.

VALUABLE EXPERIENCES

No longer can restaurants just serve good food. There must be added value, and the food, environment and experience must be special, unique, and memorable.  

“Through lockdown, people learned how to cook and people who used to go out every day of the week had to cook at home – and they have become really good at it. That has elevated the expectation and you must provide something that is better than what can be made at home,” says Graca.

Cooking up dishes including prawns drizzled in lemon butter and garlic sauce, world-class seafood platters, delectable chicken, or famous grilled Portuguese steak, Adega describes itself as ‘full of SOL’. The Portuguese word for sun, SOL could refer to bright and beautiful dishes, hot and spicy ingredients, and fresh but warming locations. By investing in these unique characteristics, Adega is breathing new life into the restaurant scene.

“It’s not only Covid that has destroyed restaurants. They have destroyed themselves by not remaining relevant,” declares Graca. “The old way of running a restaurant no longer works – you have to offer an unforgettable experience. We have designed the interiors and everything in the restaurants to give new experiences. People get restaurant fatigue where they go to places that are exactly the same in every town. We have the Adega Lounge with cocktails, lighter lunch meals, a three-tiered premium seafood platter, and a very open feeling. Or you can go into the main restaurant and have traditional Portuguese seafood. There is a VIP lounge for intimate moments and special occasions. And every single part of the restaurant has a different vibe. Every time you go to Adega, you can book different areas and experience something new.”

And booking different areas is even easier than it has ever been thanks to the launch of the new Adega app. This loyalty driver is delivering tasty results for Adega as the company quickly builds a database of information around each customer, while customers earn points and unlock rewards. This digital offering helps to set the company apart, promoting its food and atmosphere while encouraging repeat business.

“It helps us stand out,” admits Graca. “If you look at our reviews, people say that we have world-class food and excellent service. That is the model that we are built on. If you bolt on digital marketing with the launch of our loyalty programme, any franchisee can build their own database. Customers can book tables online and get discounts and rewards. The goal is to unlock incredible value for both the franchisee and most importantly, the customer.”

He says that introducing digital transformation to the business model was one of the most important strategic interventions made when relaunching the brand.

“Fortunately, my background is in marketing and I completed my post graduate study in Digital Marketing. I believe that restaurants have evolved completely – they are not the same anymore. Restaurants became an entertainment destination as they closed all bars and nightclubs. Restaurants are no longer just about eating out. It has become an experience.”

EXPRESS GROWTH

The next stage in the regrowth story of this exciting African business with Portuguese flavour is growth: more openings, more app data, more sales, and improved brand recognition.

Having relaunched the brand, the company is busy adopting a fierce community marketing programme, by creating strategic partnerships with hotels, schools and other synergistic brands. This strategy places the brand within the heart of the community, thereby create a strong foundation for long term loyalty and support

Combine fresh ideas with all new systems and you have a recipe for success. Graca, who says the company has already had franchise enquiries from international organisations, is proud of what has been achieved to date. “After opening in Bedfordview, we’ve retained our franchise in Durban, and we are in the process of opening a new franchise in Norwood. We are in negotiations to open a fourth store in a popular location and have achieved all of this since March 2020, through very aggressive lockdowns.”

The company’s cocktails and food offerings are extremely popular, and its environment is modern and lively; Adega is bringing the contemporary offering to the streets of South Africa. As the company grows, everything is now in place to welcome more people each month.

“We brought in a lot of enthusiasm and a lot of expertise from the other businesses that we run,” says Graca. “We installed HR systems, financial systems, operational systems, and a new franchise document was collated – all the necessary elements to run a franchise successfully had to be put in place. When a franchisee comes on board, we are able to go from A-Z and look after everything in the process to ensure success.”

Customer satisfaction is now at the heart of this historic but new offering. Realigning Adega’s relevance, recalibrating functions, and introducing digital focus means that this award-winning brand is back with a bang and helping to turn a love for food into a lifestyle. A result of the tragic Covid pandemic, Adega’s rebirth is heating up nicely. Expect an explosion of flavour and growth as this brilliant brand reclaims market share.