Feburary 2020
17
CloseUp: Feleg Tsegaye An Inspiring Interview with The Man Behind Deliver Addis What’sUp: A Review of MAC- Keeping Ethiopian Fashion on the Map Page 20 ReelUp: Kidus thinks there is absolutely nothing right about this Amharic film Page 23
Not for sale to persons under the age of 21 years. Excessive consumption of alcohol is harmful to your health.
04 05 08 09 14 12 Editor’s Letter
Headsup
Thumbsup
Feburary Events' Calendar
Followup
My Addis Ababa, My City: Hyatt Regency Influencer Weekend
Eatup
Catchup
17 Closeup
Interview with Feleg Tsegaye
Douz International Festival of the Sahara
Mokodo Pizza Pizza Starts from the Dough
20 22 What’sup
Reelup
Cinema Review
MAC Taking Fashion in Addis a Step Ahead
The new Gregorian year has already shown great promises in terms of the variety and success of events. We are starting to observe hints of change in how events are perceived and understood within our society. Individuals, companies and institutions are now hosting events not for a mere utility of making a profit or entertainment, but also to bring about the much needed change in the nation’s economic, socio-cultural and political arenas. As we start the exciting second month of the Gregorian year, we specially would like to call on the government to put effort towards recognizing the event organizing industry (which by the way hires thousands of young Ethiopians) as an important sector worth considerable attention. On another note, LinkUp Addis would like to underline the need for a peaceful coexistence among different people and ideologies. Despite our differences along political, economic and cultural lines, we have an undividable bond as Ethiopians no matter where we come from and where we are going.
Eyob Workineh Editor-in-Chief
Editor in chief: Eyob Workineh eyob@linkupaddis.com
Social Media Content Manager: Michael Asheber
Marketing Director: Eyasu Abdella eyasu@linkupaddis.com Social Media Strategist: Fikreab Dagne fikrabdagne@gmail.com Graphic Designer: Abenezer Samuel bensamuel189@gmail.com Event Researcher: Yilak Assefa yilak@linkupaddis.com
4 I Linkup Addis Ababa
Feburary, 2020
Cover photo: Courtesy of Delivery Addis & Seven Communications
01-16 FEBURARY 2020 • Zoya Electronic Music party ( open Air Party ) Greek Club, 10:00 PM
• Goshu Meda Camping Trip Departure Place: Piazza, Taytu Hotel, 08:00 AM
• Goshu Meda Camping Trip Departure Place: Piazza, Taytu Hotel, 08:00 AM
• The Vacay concert Kuriftu Water Park, 06:00 PM
• Poetic Saturdays - Sat 14:00 Fendika Cultural Center, 02:00 PM
• Ethio cake fest 2020 ECA Par, 09:00 AM
• The Vacay concert Kuriftu Water Park, 06:00 PM
• Sunday Makers Market Green Day Spa, 09:00pm
• Ethiopia –Eritrea: Exhibition of old photographs & conference Alliance Ethio-française, 06:00 PM
• MRO Africa 2019 Ethiopian Skylight Hotel, 09:00 PM • Bob Marley Tribute (75 Anniversary)Hosted by: Shadem Multimedi, DMK Production and Events and Villa Verde VillaVerde Addis Ababa, 08:00 PM • My Business - Africa Business Networking Event Marriott Executive Apartments Addis, 06:00 PM
• Ethio cake fest 2020 ECA Par, 09:00 AM
• Movie Screening: When Paul Came over the Sea Goethe Institute, 11:30pm
1 • MRO Africa 2019 Ethiopian Skylight Hotel, 09:00 PM
2 • Love N’Black 70’s( every Friday ) Metro club Hyatt regency hotel, 09:00 PM
• MRO Africa 2019 Ethiopian Skylight Hotel, 09:00 PM
• Young Stars Live Music (Every Wednesday) Metro club Hyatt regency hotel, 09:00 PM
• Ethio Futurism live band (Every Saturday night ) Metro club Hyatt regency hotel, 09:30pm
• Couch surfing meetup every (Thursday night ) Mad vervet, 07:00 PM
• Ethio-Reggae live band (Every Saturday night ) Metro club Hyatt regency hotel, 08:00 pm
• Sonic Ethiopia Live music ( every Thursday ) Metro club Hyatt regency hotel,0 9:00pm
• CINE-CLUB (Every Wednesday night) Louvre hotel, 08:00 PM
• Koffee days second deaf night out Koffee Days, 06:00pm
• Africa Unite: Live Music and Film Screening Of Africa Unite Alliance Ethio-française, 04:00 PM
• ROOTS Reggae Dub -After-Work Viking Bar & Restaurant, 05:00PM
• Glow in the Dark Party Pallet Bar, 08:00pm
• Destiny Ethiopia's Four Scenarios of Possible Futures Hilton Addis Hotel, 05:30 PM
5 • The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM • Koffee days second deaf night out Koffee Days, 06:00pm
• How to Build a PROFITABLE Online Business For Women Sapphire Addis Hotel, 09:00 PM
• Glow in the Dark Party Pallet Bar, 08:00pm
9 • The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM
7
6 • Opening of LEFT HAND, a solo exhibition by Prince Merid Tafesse Alliance Ethio-française Addis Ababa, 06:30 PM
• The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM
8 • The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM
• 3rd Africa Business Forum Sheraton Addis, 03:00 AM
10 • The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM
4
3
• Solar Business Expo 2020 - Ethiopia Addis Ababa exhibition center, 09:00 AM
11
12
15
16
• The 5th National Week of Epilepsy Addis Ababa University 6 kilo Campus, 08:00 AM
• Valentine's Day 2020 Capital Hotel & Spa, 06:30 PM • A Nutritious Planet: Documentary Screening Zoma Museum, 05:00pm • Valentine's Day Live music Bellevue hotel and spa, 08:00 PM
14
13 5 I Linkup Addis Ababa
Feburary, 2020
17-30 FEBURARY 2020
17
18
20
19
• Chewata-Good Old Days! Tropical Garden, 11:00 AM
• ጥበባዊ በጎነት በአድዋ: የጥበብ እና በጎነት ምሽት ከካሲዮፒያ የበጎ አድራጎት ማህበር Hager Fikir Theatre, 05:00pm • AUTOEXPO Ethiopia Addis Ababa Exhibition Center, 08:00 AM
21
22
23
24
25
26
27
28
29
30
31
• Oromo Music Award Oromo Cultural Center, 07:00pm
6 I Linkup Addis Ababa
Feburary, 2020
Thumbsup Hiwot Amare
Restaurant Name: Chez Mara
Music and Entertainment Name: Music Revolution Addis
Conveniently located right behind Millenium Hall, Chez Mara is a go-to place if you are aiming a quiet, intimate dining experience with loved ones or a group lunch with work colleagues. The restaurant serves mostly European dishes specializing in Italian pizza, lasagna, and ravioli. The outdoor area, with its small but well-maintained greenery, keep your spirits at ease after a long day at work. What’s more, they offer delivery service, especially if you are close.
For many, nightlife in Addis has done worse than better over the past few years. However, there have been a few places that have sparked a glimmer of hope to Addis’s nightlife and art in general, and one of these has been Revolution. Sitting majestically on the third floor of Sheger Mall on the way to Atlas Hotel (from Edna Mall), this is a club that seamlessly unites the glitter of club life with the rich artistic creativity of Ethiopian music. Featuring some of the best singers and musicians, this is a place you should visit before you make any judgment about clubs in Addis.
Facebook: /chezmaraaddis/ Instagram: /Chezmaraaddis/ Website: NA Service Name: Deliver Addis In a bustling city like ours, finding enough time to look for a good place to dine at and/or getting there and back to work on time is a luxury. Well, Deliver Addis has the solution. Founded around five years ago by the aspiring entrepreneur Feleg Tsegaye, Deliver Addis is an online-based food delivery service provider based in Addis Ababa. Working with over 60 restaurants and several delivery people all over Addis Ababa, they deliver your food, wherever you are in the city. All you need to do is download the app for free from Google Playstore. Website: www.deliveraddis.com Facebook: https://www.facebook.com/ deliveraddis Phone: +251 966 935 941 Instagram: @deliveraddis
8 I Linkup Addis Ababa
Feburary, 2020
Facebook: https://www.facebook.com/ REVOLUTION251/ Instagram: /MusicRevolutionAddis/ Phone: +251 96 511 1111
FollowUp
My Addis Ababa, My City: Hyatt Regency Influencer Weekend Nathan Seyoum ust below the horizon, amongst the armada of the bustle, stands a beacon; a white knight looking to siege the scenery of Meskel Square in Addis Ababa. This is Hyatt Regency Addis Ababa. From afar, it looks like a cornucopia of Blanche. Up close, it has an architecture resembling a consecrated holy ground; if you consider luxury to be sanctified, then yes, it is holy. The first text to see when one comes out from the square heading to Bole is the emboldened HYATT REGENCY in all caps, and its contrasting gray background. Between the white and gray colors, the hotel’s pulse reverberates across the city. My limited knowledge and experience of Hyatt Regency Addis Ababa did not prepare me for what was about to come. After I checked in and looked around the foyer, the restaurants and the rooms, a quick but palpable ascent of entitlement crept upon me. As I ambled equally in the company of the hotel's most esteemed guests, I realized that the interior design looked intentional, created to allure but maintain a sense of familiarity.
9 I Linkup Addis Ababa
Feburary, 2020
Click! The Wi-Fi-enabled key unlocked the world of Hyatt. The weekend started on a Friday. It was the influencers and media weekend prepared exclusively by Hyatt, aimed at promoting Addis Ababa as a destination for leisure and business and Hyatt Regency Addis Ababa as the heartbeat of the city. The influencers are a line-up of heavyweight celebrities. They are non-other than DJ, producer, singer and songwriting extraordinaire Rophnan; the Jamie Oliver of Ethiopia, Chef Yohanis, whose show redefined the palate of the country; the photographer and videographer who captures essences and souls, Girma Berta aka GBox Creative; the eclectic, spirit-awakening YouTube personality and entrepreneur Caleb Meakins; and the lively, energetic designer (as well as event and wedding planner) Yodit, who has an infectious personality. From Hyatt there was Heddo, the captain of the ship, the charming and charismatic main man and General Manager of Hyatt Regency Addis Ababa.
I met them all at the Cascara Coffee and Bar around 6:00 PM. The gaslight was fuming at the back as we all mingled and talked. We headed to The Oriental at 7:00 PM for dinner. The Oriental is a living, breathing organism. Just as I entered, I felt its presence; its extraterrestrial abstractions from the very organized but chaotic vibe. Transfixed by the chandeliers which looked like celestial protrusions from a fantasy epic or meridians from the spirit world, we passed from one table to another, finally to reveal a separate and more intimate dining room with a long Jacobeanstyle dining table crowned with candelabras and cutlery. In front of us was a painting of Addis, specifically Meskel Square, reflecting its real counterpart from behind us. This is where we dined. As we ate our Oriental dishes and our range of scrumptious desserts, we talked about the days ahead of us and a jolt of excitement hit us.
Photo by: Gbox Creative
J
The prestidigitation of the weather on Saturday morning was not something new in Addis. It started as cloudy and windy but ended up being sunny and hot. Either way, the itinerary read Unity Park and united we went. The past is a scaffold for the future. We saw the past materialize as we went on a journey of selfreflection and discovery in a humbling tour of the Unity Park. The park was recently opened as part of an effort by the government to allow transparency and acquire the rich knowledge of our country’s past and where it is headed. As we moved, we saw black-maned lions believed to be confined to Ethiopia, a lush sunken garden housing indigenous plants, a military congregation hall and an octagonal prayer room used by Emperor Haile Selassie. We saw Emperor Menelik’s and Empress Taitu’s bedrooms, the princess ’room, the banquet hall, the egg house, and so much more. Artifacts like Emperor Menelik’s cape, crowns, swords, cups, clothes, antique Ethiopian currency, wax figures of Emperors Haile Selassie and Menelik, sketches and paintings, photographs, historical depictions of King Solomon and Queen of Sheba, and so much more. We were left thinking about ourselves, for what is history but a mirror to reflect one’s own identity?
The Kitchen was wide, open and brightly lit. To the right was a credenza where the food was placed in a manner that created an esurience in us that we had never felt before. The Kitchen indulges and challenges you. The food looked and felt like art. We devoured our meals and the satiety was unlike any other. The day had been long, so the next item on the agenda was rest. I sat by the infinity pool with a book in my hands and enjoyed life. Tomorrow, we fly to the zenith. I had an early dinner on Saturday night. I kept my meal light; gobbled up some Nile perch and confectionaries to my liking. The dish was top notch, as expected. The room service was first class. We were near Holeta the next morning, around the outskirts of the city, somewhere in a field, driven from Hyatt Regency Addis Ababa in black Mercedes sedans. We were surrounded by a grove of trees carrying and blowing winds from different patches of the land. The air was frisky so we digressed to our bodies and kept warm with tea and coffee. The sun was beginning to peak. We saw a giant balloon in front of us, the aerostat, which scattered across the field waiting to be filled with hot air. The time had come to fire it up. Our skilled Dutch balloon operator (aeronaut) instructed us about the safety and landing procedures. He was from Abyssinia Ballooning, the only ballooning service provider in Ethiopia.
10 I Linkup Addis Ababa
Feburary, 2020
Photo: www..lomography.com
Photo by: Gbox Creative
As the afternoon broke out, we went back to Hyatt Regency Addis Ababa after a four-hour tour of the park. We were famished, so we had lunch at The Kitchen.
A few meters up and the air calmed down. As we held on to the beams in the basket, we felt the level of serenity encapsulating a sense of meditative trance within us. Nature and the aerostat become one. The beauty is something words cannot describe. It was not only a treat to the eyes but a spiritual journey at its height; it attests to the transcendent piety of Ethiopia’s magnificence.
As the weekend came to its inevitable end, we were left with a memory of our endeavors. The city is a virago, an emblem of strength and spirit. Heddo, Managing Director of Hyatt Regency Addis Ababa, sat down with me to express this very emotion. “What I realize after living in Ethiopia for three years is that we at Hyatt want to quickly indulge this country. We want to see it, explore more and find out about where we are. So, I thought, why don’t we help people explore their city? With the help of the influencers, we can reach many more people so that they can understand that Addis offers so much more. Even the countryside is so beautiful, as we saw above. Seeing Unity Park and experiencing ballooning, people can capture the essence of their buzzing city and the country as a whole.”
By the end of our waltz with gravity, we slowly descended to earth. We disembarked from the gondola and drove by car to a mound nearby for our first flight ceremony: a centuries-old tradition anointing us with the titles of count and countess with champagne and orange juice. This was the balloonist’s blessing; a sign of assurance in the past but a sense of accession for the present.
At the end, we all said our goodbyes and left Hyatt Regency Addis Ababa in commiseration. But we would not take the city for granted anymore. The slogan of Hyatt Regency Addis Ababa is “Making Ethiopia Proud.” Indeed, we feel proud of Hyatt and Addis. I thanked Heddo for including Linkup as the exclusive media partner for this larger than life experience that I had, and checked out from the hotel.
11 I Linkup Addis Ababa
Feburary, 2020
" In the spirit of the balloonist’s prayer we raise our glasses and say, 'To my city, to Addis Ababa, to Hyatt Regency Addis Ababa,' we are gently back again in the loving arms of Mother Earth."
Photo by: Gbox Creative
The burners started roaring. Our aeronaut fired up the cylinders and an explosion of hot air engulfed the balloon. As it slowly started to expand, the chase crew huddled near the gondola (wicker basket) and pushed until we were floating in midair. Everyone exclaimed. We were in the air.
CatchUp
Douz International Festival of the
Sahara Tsadenna G. Assefa
C
amelback riding, rabbit hunting, storytelling and Bedouin wedding ceremonies all mark a specific type of nomadic lifestyle. The small town of Douz in Tunisia also considered the "gateway to the great Sahara" where many nomads have passed, has turned the nomadic lifestyle into an international Spectacle. Since its founding in the 1910s, The International Festival of the Sahara, formerly known as the Camel Festival, has become a must-see event, for those who wish to sample the Sahara spirit.
Photo: getty images
The town of Douz is an oasis, where Palm trees outnumber the inhabitants, 25 to 1, and each year around the end of
12 I Linkup Addis Ababa
Feburary, 2020
December, it welcomes close to 50,000 people, mostly from North Africa, to celebrate the art and traditions of the desert people. For four days Guests are treated to a multitude of events that allow them to revel in the life of the desert inhabitants. When the festival was started as the Camel Festival in 1910 by the French rulers for the sole purpose of camelback riding on the desert, it was because the sport had become a favorite pass time for them. But after Tunisia became independent in 1956, the locals decided to maintain the festival as part of their heritage and celebrated it as the Camel Festival for 11 more years. In 1967, the then Tunisian president Habib Bourguiba modified the festival to be more relevant to the Tunisian society to depict and preserve its traditions. Even though the camelback riding was still a part of the festival, the festival was renamed to the Festival of the Sahara.
" The event goes on for 3 more days with enchanting music and feats of dare and dexterity accompanied by vibrant costumes, belly dancers, and acrobatics that will captivate audiences."
The event goes on for 3 more days with enchanting music and feats of dare and dexterity accompanied by vibrant costumes, belly dancers, and acrobatics that will captivate audiences. One of the favorite performances include the “hair dance” of beautiful long-tressed ladies thrashing their long hair into the sand to driving percussion and drums. During the festival, visitors camp close to venues that are well protected, and they can partake in specific riding competitions and are presented with decadent choices of a wide variety of local food and drinks to try to have a taste of nomadic life. The other events that guests can participate in and enjoy including horse racing, camel fights and rabbit chases, greyhound races, traditional poetry, music and fantasias as well as public marriages. The festival pays homage to the spirit of the Sahara, specifically to the Arab-Berber tribe of M’razigs (Marzougui) drawing in performers and audiences from all across North Africa. The event is held to coincide with harvest dates, so it features a large market selling hundreds of traditional food produce and craft. The oasis coming to life by the sea of the white turbans, vendors and the chatter of bartering filling the beautifully decorated square especially for this event is a sight that should not be missed.
13 I Linkup Addis Ababa
Feburary, 2020
The festival has become a very important celebration for Northern Africans but due to the cultural differences with the rest of Africa, it has not been able to attract as many other Africans into its celebration. The 52nd edition of the Festival of the Sahara in 2019 was held between December 19 and 22 and drew out over 50,000 people. It is safe to say the festival is one of Tunisia’s top media events drawing in huge revenue for the country. Festival dates are announced a few months before the festival takes place, and therefore 2020 dates are not yet available. Sources: https://www.festivaldouz.org.tn https://face2faceafrica.com/ https://africhroyale.com/ https://tourismtunisia.com/
" It is safe to say the festival is one of Tunisia’s top media events drawing in huge revenue for the country."
Photo: getty images
The first day of the festival hosts a colorful opening ceremony where locals and people from neighboring countries come together to show off their camels and donkeys in a riveting competition where the audience is made to cheer them on. The ceremony is also graced with traditional dancers and musicians including children in groups who perform to cheering participants.
EatUp
Mokodo Pizza Pizza Starts from the Dough Nathan Seyoum
“
Pizza starts from the dough,” he said as he handled the dry and cohesive batter. He had kneaded the dough before. Now he used a rolling pin to shape it. As he tossed the dough in the air, he explained how, first and foremost, it is ceremonious and symbolizes a show by the chef. But it is practical as well in that it helps to stretch it so that a thin-crusted pizza can come out. It can be made of wheat or teff. After carefully reshaping and resizing the dough, he finally let it rest and covered it with homemade tomato sauce. These were the two secret ingredients; the tomato sauce and the batter.
Photo by: Nebiyu Sultan
I was in a relatively new pizza place called Mokodo Pizza. It was near bole – on the Bole-Micheal road to Saris facing the Commercial Cabin Crew and Leadership Training School and next to the National Meteorology Agency. It sits under the WGM apartment building.
14 I Linkup Addis Ababa
Feburary, 2020
As soon as I walked in, I saw the simplicity of the place. There were folds of wooden chairs (looked like golden oak) bracketed under rows of tables. The interior design is simple and covered with salamander orange and white colors embossed with various paintings and sculptures. The ceiling was high. And the kitchen was on display. The chef was busy making pizzas ordered via DeliverAddis, an online food ordering and delivery platform. Everything was in mise (chef’s speak for “in its place”) as he started preparing the pizzas. This was Chef Tesfaye Fikadu. He is the founder and owner of Mokodo Pizza. It has been 6 months since its inception. I asked what Mokodo meant. He told me it was a nickname he had had when he was a child. He was highly influenced by Italian cuisine specifically Italian pizza. He told me the incredible story of how he started cooking professionally at the age of 12 as he was tending to the dough.
Name: Mokodo Pizza Location: Near National Meteorology Agency on the way to saris (Bole Micheal Road) Social Media: Not yet Google Maps: Yes On Deliver Addis: Yes Rating: 4.3/5
I got to taste three particular pizzas that night. One was the Mokodo house special - a signature pizza of their own. He bejeweled the flat dough with tomato sauce, followed by Prosciutto Crudo, and some salami. Everything is freshly made. He used his wooden pizza peel to escort the concoction to his oven made by brick, aged 60 to 80 years. Most of the ingredients are exported directly from Italy. This includes the olive oil, the ham, the cheese as well as the flat surface of the oven. Three minutes had not passed before he took the sizzling pizza out from the oven. He then sprinkled some parmigiana cheese and the amusingly named rocket salad (a.k.a. Rucola). It was tireless in its taste. It is neither crispy nor soft; briny nor sweet. The slices were perfectly arranged as I gobbled up a menagerie of ingredients performing in my mouth. The other two pizzas were powerhouses in their own right. The Prosciutto Crudo/croto creates a temblor of good taste. However, the one that caught my eye was the pear/pera gorgonzola pizza.
As I drank my water and enjoyed the meal, I felt that I had never had this kind of pizza before. This is entirely different from the crusty, cheesy pizza I have had before. Even though it is a tad bit expensive, what I had was a plate of celebration and devotion by a man who strives to make a brand of pizza for himself and the entire country.
"As I drank my water and enjoyed the meal, I felt that I had never had this kind of pizza before. The slices were perfectly arranged as I gobbled up a menagerie of ingredients performing in my mouth."
Photo by: Nebiyu Sultan
The pera is, as described on the menu, an unconventional pizza. It is not made by tomato sauce but instead some fresh mozzarella, pears and gorgonzola. The gorgonzola they had was Buffalo Milk gorgonzola, an ingredient that is seldom found in the country. The pera was reserved but condensed in its taste. Lacking in red, it was all white, with patches of pear slices caressing its thin layer of “sauce.”
15 I Linkup Addis Ababa
Feburary, 2020
16 I Linkup Addis Ababa
Feburary, 2020
CloseUp
Feleg Tsegaye Anatoli Bulti
Once you moved to Ethiopia, what made you decide to start Deliver Addis? For me, the primary purpose it serves was that I didn’t know how to cook, and I didn’t want to learn. Having used this type of service in the U.S. and elsewhere, I thought this could be easier. I realized that this kind of service could be useful for me specifically and for other people that have the same needs and desires as I do. I never really thought about it as a business until a while later.
17 I Linkup Addis Ababa
Feburary, 2020
So what is your business exactly; is it tech, logistics, courier or more? We also struggle with those definitions at times. Primarily we are an e-commerce business and e-commerce is comprised of the tech side and the logistics side. But all those three things need to work together for it to be effective. There are times where we invest more on the tech side and there are times where we invest more in e-commerce or the logistics side. It depends on the market that we see and the people we are looking to target. How does Deliver Addis work? The intention is for it to be simple. You just go to the website or download the android app (hopefully IOS coming soon) and browse through the list of restaurants with over 65 different options and different cuisines to choose from. The goal is to find food or restaurants that you like and take a look through their menu, add what you like to your basket and then simply check out. At that point, we communicate the order to the restaurant and send a driver who brings the order to you.
“Nothing like this existed before. And I think one of the things that appealed is that we created value; we weren’t taking away from existing industries at all and replacing anybody.”
Photo: Courtesy of Delivery Addis & Seven Communications
B
orn and raised in Colorado, USA, to Ethiopian Parents, Feleg was a man who wanted more adventure and life from a young age. Pursuing his desire to move to Ethiopia and to create opportunities to young Ethiopians, Feleg moved to Addis seven years ago booking a “one-way flight, and with no real plans or schedule…” as he puts it. He then founded Deliver Addis a “crazy” idea at the time but one that turned out to be platform that has helped revolutionize the eCommerce and delivery scene in Ethiopia. LinkUp Addis’s Anatoli Bulti sat with Feleg for a brief chat about his life and projects.
What was the reception when you started, from the customer side, restaurants and the people around you?
Speaking of motorbikes, what effect did the motorbike regulation have in terms of running your business? And how about other policies and legislation?
The initial reception, particularly from my own family, was “Are you crazy?” This type of service didn’t exist in Ethiopia before and for the first year and a half, even my family didn’t understand it. Thankfully we have had customers that have used similar services outside before or customers who wanted to try it. Restaurants were skeptical at first, but that has changed now.
The motorbike restrictions last year were certainly indicative of how regulations and policies can impact the work that we do. Thankfully we are under the Ministry of Technology and Innovation which is a very forward-thinking ministry. While there aren’t laws for food delivery, we fit in into parts of existing legislation that makes it easier for us to work with them. But when it comes to other ministries that are not familiar with e-commerce businesses or technology, there is a challenge. We try to ensure regulators have as much information as possible when it comes to regulating these types of things.
What are the challenges you have faced operating your business? And how are things different from when you first began to now?
hoto: Courtesy of Delivery Addis & Seven Communications
One of the big challenges at first was that there weren’t many motorbike drivers who understood the fast-paced nature of the work we do. It was also very challenging to find those drivers who could effectively represent our brand well because there is a customer service element that goes into it. We also had many issues around addresses because there were no formal addresses. And what we do is very time-sensitive since we have to get to customers quickly. Building a system to use GPS coordinates was one of the first challenges that we had to solve. We provide several training sessions since the operation requires an understanding of maps.
18 I Linkup Addis Ababa
Feburary, 2020
What is your biggest achievement so far? I have never been good about setting those kinds of definitive markers of saying this is the next step, that is the next, but I consider attracting institutional investment as a major step forward in terms of our internal structure and our governance. Observing our drivers who have been working with us building up their livelihoods, is powerful as well. From a business perspective, it is really about progressing through the ladder and growing to become a true business as opposed to just a startup. What new value do you think your business has brought to the industry? Well, nothing like this existed before. And I think one of the things that appealed is that we created value; we weren’t taking away from existing industries at all and replacing anybody. We were creating a whole new sector and I think seeing small businesses like restaurants benefit, seeing motorbike drivers benefit from consistent employment. Looking at the
What is the big picture in your business? I think e-commerce has a lot of potential for Ethiopia in general. You look at how rent prices are increasing in Addis, how the prices of commercial spaces are going up. You find that there are a lot of people that want to become enterpreneurs but consistently find themselves priced out. What we want to do is help some of these restaurants with chefs that are very much dedicated to their craft and who are very much focused on quality get a fair shot at reaching a larger market. When it comes to location or ground floors… so what we want to do is help some of these restaurants now with chefs that are very much dedicated to their craft and are very much focused on quality we want to ensure that they have
19 I Linkup Addis Ababa
Feburary, 2020
a fair shot at reaching a larger market. Another part of that is in terms of employment as well. There are two or three million youth that enter the workforce every single year. The food service is a bustling industry in terms of opportunities. Given the vast scope in opportunities of the tech/eCommerce industry, I think we are just beginning to tap into something remarkable. That naturally leads me to the question of what is next for Deliver Addis? We are moving into incorporating more cultural/traditional items to addressing larger populations and have these smaller restaurants that are not on our platform. Branching out from more than just restaurants and food is going to be another one. We have seen customers that wanted x and y, and so branching out into those segments will be part of our future. We aim at having a deeper understanding of the supply chain around food and identify opportunities that lie within so we can contribute to creating a better marketplace for all our stakeholders.
“The initial reception, particularly from my own family, was “Are you crazy?”
hoto: Courtesy of Delivery Addis & Seven Communications
additional employment that we generate internally, operations and finance side, it was a win-win for everyone. Often, when people go into business, they are going to compete against someone else. There are still a lot of untapped concepts and ideas that have yet to be explored. On top of benefiting small businesses, I think we do a lot of work in terms of education as well. When drivers come in, a lot of them would have never seen a map of Addis before. We teach them how to find places, how to use technology to locate what they need; internally, we have a lot of employees that haven't worked in e-commerce before and we provide training to help them promote digital services like ours. And things that we train them on they can use for their future businesses.
What'sUp
MAC
Taking Fashion in Addis a Step Ahead
Anatoli Bulti
F
ashion is one of the world's biggest industries with manufacturing and sales of textile, clothing, cosmetics, and apparel said to contribute around 4% to the global GDP. Make-up and skin-care is an inextricable part of this trillion-Dollar global enterprise. And among the big names in cosmetics is MAC: short for Make-up Art Cosmetics and a brand with hundreds of stores across the globe The MAC store is the latest foray by NHY, a company with over 20 years of trading experience in Ethiopia, providing authentic products and quality personalcare services to customers. NHY has official partnerships with some of the world’s top brands including Diageo for import of a wide range of international spirits, wines and champagnes; winter palace, pasta burrito, MAC Cosmetics and more.
Photo Courtesy : NHY
NHY’s brand new MAC store is located on the ground floor of the building between Brehane Adere and Mafi City mall. “The interior of the store is similar to every MAC store around the world,” says Melat Belayneh, Marketing and Public Relations Director at NHY, “the setup and ambiance
20 I Linkup Addis Ababa
Feburary, 2020
is the same as if you walk into a MAC store in New York, London or Nairobi.” The walls of the store are lined with colorful product bottles while LED posters of the latest campaign gleam against the sleek black and gold interior. All the products in the store are original and directly sourced from Estée Lauder, MAC’s parent company. So is the equipment. The interior was designed by a South African contractor while the furniture in the shop was assembled in Ethiopia. At the center of the room are makeup counters of sample products that customers can test for free. The store’s make-up artists provide free consultations to test out and pick the right products for customers. In the corner of the store, you find a makeup station fitted with full-length magnifying mirrors and natural light optimized to give the perfect lighting for applying makeup.
“…The set up and ambiance is the same if you walked into a MAC store in New York, London or Nairobi.”
Fashion is oftentimes criticized for its lack of inclusivity and diversity, but Melat underlines that there are plenty of suitable makeup options for diverse tones of skin with products that put Ethiopian skin tone into consideration. Assistant Retail Manager Mical Zerai says they have foundations “from lightest to the darkest shades, but also focus on the undertones to provide the right makeup to our customers.” “The right make up” is a phrase that was brought up repeatedly, and Mical explains, “It is more than the color of the product that goes into choosing makeup but also about understanding what the clients’ skin type and tone are and recommending the most suitable product based on their need.” The store also offers after-care products like moisturizing wipes and cleansers as well as consultations for clients on the proper use of beauty products.
The number of customers the store has already attracted in the few months it’s been open is a mark of the need for authentic products at a fair price. The store provides several products priced at the same price as their counterparts in stores in other parts of the world. The MAC store is the newest, and much needed, addition to the Ethiopian fashion industry and the growing portfolio of NHY as a company providing original and authentic products.
“There are plenty of suitable makeup options for diverse tones of skin with products that put Ethiopian skin tone into consideration.”
“The number of customers the store has already attracted in the few months it’s been open is a mark of the need for authentic products at a fair price.”
Photo Courtesy : NHY
The makeup artists are trained by beauty professionals from Nairobi and Addis and know about every single product in the store from the ingredients that go into making it, to the benefits as well as side effects, if any. Mical says that the aim is to provide personalized service while also inspiring customers through the makeup the artists themselves wear; their fashion as well as easy-going attitude.
The Mac store had its soft opening in December 2019 and plans for another opening in the months ahead. Melat explains that there are also plans to open more stores in Addis Ababa and other regions of the country. She points out that there are 5 MAC stores just in Nairobi alone meaning that we have a lot to catch up.
21 I Linkup Addis Ababa
Feburary, 2020
ReelUp
Kidus Tamiru Directed By: Adil El Arbi And Bilall Fallah Starring: Will Smith, Martin Lawrence, Vanessa Hudgens, Duration: 2 h 03min The third and very possibly last sequel in the Bad Boys franchise brings the eponymous and entertaining duo back into action as they fight off a vicious Mexican drug Lord who's out to kill them both. The Bad Boys series had been on pause for quite a while, mostly due to Will Smith and original director Michael Bay being too expensive to put in the same movie. For a while, this movie ever happening seemed highly improbable. But alas, Will Smith's career declined, they hired cheaper directors and Martin Lawrence's prayers were finally answered. I heard that one of the cinema houses here, I think it was Gast, was pre-selling tickets to this two weeks before the release date. Two weeks! For bad boys! The anticipation, or at least the cinema's anticipation for the anticipation for this movie was mind boggling. Don’t get me wrong, it’s an entertaining movie but just nowhere near that good.
23 I Linkup Addis Ababa
Feburary, 2020
Speaking of entertaining, to be honest, I don't fully remember the film enough to review it in depth. And that's because I saw the movie the only proper way one should see movies such as this on the big screen: Drunk and with a large group of drunker friends. If you intend on watching this, it will be way more enjoyable if you get your buddies together, get properly intoxicated beforehand (you should even smuggle some more alcohol into the cinema for good measure) and sit back and try not to laugh too loud. Anyways apart from the snide, loud and often hilarious commentary from my friends, I found this movie to be very enjoyable. The parts I remember at least. While still retaining certain trademark elements from the previous movies, it also takes it to new places. I seem to remember a witch character somewhere and the main villain being a badass martial artist. It also has much more emotional weight than the prequels. Or at least I think so. Maybe it's the drink. So, to sum up, as a movie in its own right, it’s definitely better than what you’d expect from a long overdue Bad Boys sequel starring an old Wil Smith and an overweight Martin Lawrence that literally turned into Big Mama. But as a movie to see with a group of friends, especially under mild or strong psychoactive influence, it’s definitely a great way to have a memorable time. Ok, maybe not so memorable.
Directed By: G/Hiwot G/Cherqos Starring: Kassahun Fisseha, Saron Ayelign, Dawit Abate Duration: 1 h 36min Addisu Sew is about a man raised in isolation, with no social abilities, who joins a family that tries to educate him on how to survive in society. This film doesn’t take it’s time to set the tone. 10 minutes in and you know it’s going to be one of those pretentious, preachy movies with barely any actual jokes. I feel sorry for the people that decided to see the film because of the poster, which has a goofy looking ‘Mandela’ and a chick in a “sexy” pose, and actually ended up with a movie about a dying professor teaching kids grave lessons about life and a barely-speaking ‘Mandela’ moping throughout the whole film. There’s absolutely nothing right about this film, but the worst part has got to be the casting. The old man, which was written as an eccentric yet educated and wise old man (that’s my guess, it’s hard to tell with the terrible writing) just comes off as an old crazy alcoholic. And then the film takes a sharp turn for the worse once Mandela’s character is introduced. All the set-up of the first act all goes in the trash and a completely new movie starts. You could start the movie around the middle and somebody could catch
24 I Linkup Addis Ababa
Feburary, 2020
you up with one line of dialog. Roughly 90% of this movie is just Mandela’s character trying to learn how to survive in modern society with no story. That’s normally what his characters try to do in every movie anyway but in this one, he’s literally a primitive savage that doesn’t speak. That why I say the casting is the first thing wrong about this movie. They took an actor whose only redeeming factor was being a loud mouth idiot and cast him as a mute idiot. Kind of reminds me of Eddie Murphy in A Thousand Words. But I don’t want to compare this crap to that movie. Or to any movie. I feel like this film has somehow lowered the standard for shit movies worldwide. I don’t understand why popular actors, especially Mandela, aren’t more selective with their roles. He’s clearly not a starving artist, yet he has an almost unblemished record of absolute shit films for a long time now. As for the other aspects, it doesn’t get any better. The pacing is horrendously slow. The cinematography uses more unnecessary drone shots than the American military. And the whole film just feels like we're laughing at a severely mentally challenged man trying to survive. That’s what’s annoying about the film; it actually thinks it’s deep and imparting some wisdom while the best jokes it can muster are “Oh, look at the dumbass”. These are the times I'm so glad I don't pay for my tickets cause boy, I would've been pissed.