Across the A list of Nigeria’s growing entertainment industry, Don Jazzy seems to have cracked the code as to how to build relevancy through versatility and ability to adapt. The recent launch of his fast food venture, Jazzy’s Burger, is a bold step he’s taken that proves his willingness to break into any industry he wants to. Don Jazzy is a music producer, content creator/curator, businessman, and founder; it is his love for building value and developing talent that makes him unstoppable and an inspiration. It is no secret how youthful and down-to-earth Don Jazzy is; his combined love for people and seeing them succeed is why he’s loved by many. Don Jazzy through various channels such as music, content and philanthropic work, has uplifted many people in the entertainment sector.
Food apps have become increasingly popular among the Nigerian youth, and many food businesses are beginning to leverage the technology to promote their services. However, given that there are already some established competitors in the industry, such as Burger King, KFC, Jumia, Domino’s, and Glovo the question here is what makes Don Jazzy’s Burger place any different from what’s already out there. While this might have been an unexpected move from the renowned music producer and music executive, there appear to be other unannounced projects coming, especially since Jazzy’s Burger is under a parent company, JJB Food Concept LTD. Whether you saw it coming or not, Don Jazzy’s burger place model works for a number of reasons and in this article, we are going to look at 6 of them.
Here are 6 reasons why Don Jazzy’s burger place is, and will remain, a hit:
Leveraged Influence
As someone who’s been in the entertainment industry for over a decade, it is no doubt that Don Jazzy has been able to garner a huge amount of influence and influential friends. One good turn deserves another and Don Jazzy has done so much good that it was a no-brainer for his friends, colleagues and fans to help him promote his new venture. He sent the Burgers to his influencer friends and reviews from them only led to more attention and demand for them. He also has an impressive roster of influential artists that just have to support their boss; it’s just the right thing to do for someone who’s invested in your journey.
Consumer Generated Content
When a new business is launched it usually struggles with consumer-generated content but that wasn’t the case for Don Baba J. At this point, Don Jazzy is a household name in the country and anything he does or touches almost immediately becomes a hit and a must-try. The same way he activates new artists with his Mavin Records label is the same way he activated his new restaurant brand which led to many fans and colleagues trying it out and posting reviews. You might say it’s just “hype” but my hypothesis is that it’s not; instead it’s the result of building a positive reputation over time.
Ghost Kitchen Model
Jazzy’s Burger employs a ghost kitchen model that not only helps it save costs and time but enables a level of flexibility that most of its brick-and-mortar competitors don’t. With this model Don Jazzy and the Jazzy’s Burger team can focus on making quality food, hiring the best people and promoting their new venture to the masses which they have been doing so far.
Fear Of Missing Out (FOMO)
One thing that Don Jazzy has done a very good job of is capitalizing on the natural fear of missing out that people have. Since it launched Jazzy’s Burger has been reposting a majority of the people who have posted a video trying out their burgers. These reposts do two things for the Jazzy’s Burger brand; they make more people want to try and talk about the burgers online and they give Jazzy’s Burger more content to fuel their social marketing efforts. While FOMO is a temporary phenomenon, its impact can lead to lifelong customers.
Repeatable Purchase
Gold for most businesses is loyal customers making repeatable purchases and while Don Jazzy has a lot of experience with music sales, Jazzy’s Burger gives him an avenue to sell to his audience consistently over a lifetime. There’s a limit to how much music you can purchase but it’s almost impossible to pinpoint how much food you purchase over time. With Jazzy’s Burger, Don Baba J gets to sell something that can be bought every day, and with its ghost kitchen and app model, it can be bought from the convenience of your smartphone.
Job Creation
As he is popularly known for, Don Jazzy has used the launch of his new venture to tackle one of the biggest challenges facing the country, unemployment. Just a few days into its announcement and rolling out pre-orders, Jazzy’s Burger released job openings for a variety of roles. They hired customer care reps, managers, logistics partners and managers, grill chefs, assembly staff, and packaging staff. The official application email received over 2000 applications within 4 hours.
An excellent music producer, businessman and person, Don Jazzy continues to be an example of greatness in a country that makes it hard to be great. The Jazzy’s Burger model is a beautiful move from the entertainment leader and has so much potential to surpass already existing franchises in the country.