IBERSOL | 2019 Annual Report

Restaurants Angola’smacro-economic context continues to place heavy pressu- re on business, due to a loss of purchasing power resulting from 17.5% inflation rates and a strong devaluation of the Kwanza, 56% in relation to the Euro and 60% in relation to the dollar (these being the references for imports), which in turn has limited the brand’s or- ganic growth. Therefore, our ope- ration continued to focus on the only restaurant we operate in the country, Xyami Nova Vida. In an attempt to circumvent this adversity, we continued to focus on specialised product offers, cen- tred around excellent quality ser- vices, following the highest stan- dards of Food Safety and Hygiene. On the other hand, the strategy of raising prices was below the deva- luation of the euro, allowed us to retain a high level of competitive- ness in relation to other segments of the restaurant sector. The brand saw its Marketing plan strengthened, based on modern ANGOLA communication, with its Facebook target-audience rising by 20% to 208 thousand fans. Instagram communication was also initiated, and the remaining communication with clients took place through the GES Portal, through digital tools. Outdoors were used to communi- cate with potential clients. In terms of client evaluation, the brand has grown to 85%, one of the highest scores in all of Africa. The brand’s Social Responsibility activities included participation in the hunger relief “AD HOPE” initia- tive, together with KFC, and a re- peat of the Slice of Africa initiati- ve, that brought staff into contact with underprivileged children, to whom were distributed educatio- nal kits composed of books and school items. The brand also took part in cul- tural events, in partnership with the Embassy of the United States, to commemorate Africanness in America. 50