Durban’s afro’s Chicken shop gives the bird its moment to shine
Follow the Yellow Brick Road to Durban’s Afro’s Chicken Shop
Yellow, the dominant colour in all Afro’s chicken shops, has been as integral to luring people inside as the Yellow Brick Road was to getting Dorothy to the Emerald City in The Wizard of Oz.
Where the fictional city was filled with gems, the jewel in Afro’s crown is chicken, all based on a popular recipe developed by co-owner Emil Venter.
Creative director Kevin Boyd has introduced subtle elements of South African slang into the humorous communications, and helped grow what started off as a mobile pop-up in 2012, into five shops – a beach kiosk on South Beach and four other outlets in Stamford Hill, Umhlanga Ridge, New Germany and Durban CBD.
‘We’ve created something that isn’t trying to be foreign,’ says Kevin. ‘Many try to play up being Portuguese or American, but we’re all about local.’ He’s even created a playlist that fills Afro’s with SA tunes from Ladysmith Black Mambazo to Jack Parow.
This philosophy extends to the interiors, with design accents in Pantone yellow such as a Dokter and Misses cabinet in Umhlanga Ridge, and Pedersen + Lennard hooks dotted on various shop walls.
The South Beach kiosk keeps surfers’ boards secure on specially designed racks while they enjoy a R39 ‘strips and tjips’. At Umhlanga Ridge, picnic baskets are an option for those who want to enjoy their takeaway in Chris Saunders Park.
As for the menu? No supersizing, ketchup or lemon and herb; no beef, bunny chow or pap and wors. This is chicken in all its (local) glory.
CLOCKWISE FROM TOP LEFT This photograph by Andrew Mcgibbon graces the walls of each shop; ‘strips and tjips’; Afro’s is as popular for breakfast as it is for lunch; picnic baskets on offer at Umhlanga Ridge; creative director Kevin Boyd; surfers are well looked after at South Beach