How Digital Services are Adopted by Butcheries in South Africa

MyBraai is a premium online butchery selling quality meat, poultry, and braai accessories.It delivers these products to households and businesses in South Africa with through a next-day delivery service. Customers only place their orders online, pay for their goods, and have them delivered. All products are air free packed and stored in renewable polystyrene boxes. MyBraai was launched by Dino Nathanael, who was dedicated to serving the catering industry.

The initial idea behind the establishment of the platform was to serve the people of the country by making it accessible to get whatever they want on the doorsteps as the field was not well catered for. The South Africans are expected to embrace the idea which is seen as a long-term service. The startup finances its activities through profits generated, and it has managed to expand monthly on its own up to now.

The startup has roughly 80 customers who make orders weekly that averagely is valued at $254. According to Dino, the startup gets all products from some pork, beef, chicken and lamp suppliers although there are strict instructions that the entire product must be A-Grade quality making the company not to stock a product with less quality.

However, there are some concerns in the country on the safety of the online business especially the payment issue. The startup was solving that through marketing. Dino appreciates the impact of digital when it comes to creating business brand awareness. Social media has played an important role in the company’s marketing side. The 80% of the company’s sales currently come from Gauteng although it’s also operational in other provinces at minimum supply. The management is aiming at increasing their services throughout the country.

MyBraai has been on the move of making sure that they give a unique service to their current customers to attract a larger pool of other customers. Gaining the trust of people is their priority. A customer needs only to make the first buy, and the next will just follow automatically due to better services offered.