#BTEditorial – Chefette in America: a meal many won’t swallow

It was last Friday when a poster bearing the logo of a popular local fast-food restaurant started to make rounds. Although the image appeared authentic, some commentators of social media questioned its validity since there was no official media announcement about the venture which was being publicised.

Ironically, on the same day, one of the key entities in partnership with the restaurant had a media briefing to highlight their Run Barbados event in December.

A day later, it was clear to most of us that the Barbados Tourism Marketing Inc.

(BTMI), Export Barbados, JetBlue and Chefette Restaurants Limited had come together to produce a two-day initiative.

We were told that the Bring Chefette to America campaign was intended to “give members of the diaspora and others in New York and Boston a taste of Barbados’ most popular fast-food chain”.

Social media blew up. Many were in favour of the move while others questioned why taxpayers’ money should be spent to heavily promote a private enterprise.

Not surprisingly, the news was met with great excitement and happiness by those Bajan Yankees who craved the taste of a roti or a portion of wing dings from their favorite fast-food restaurant back home.

One reported that her daughter was in the long line from 10 a.m. and hours after still had not gotten a taste of anything on the menu. She said it had been 10 years since her daughter had eaten what some may consider a “national dish” given the popularity and market share the restaurant enjoys in Barbados.

Others wrote congratulatory messages to Chefette and admitted they felt a sense of pride that a local chain was now making inroads on the global market after 50 years of existence.

It didn’t take long before locals were torn between elation watching the long lines of friends, family and American citizens queuing for their chance to taste the offering and a sense of jealousy not being able to get any of the free meals afforded to those in attendance.

Some, though, were simply opposed to the idea of Government footing any bill for a successful business.

“I hope taxpayers are not footing the bill for food given away in New York.

Why is BTMI involved in such an event? What kind of tourism strategy is this?” one asked.

One commentator was convinced that the fast food giant was more than financially equipped to fund its own venture.

“A perfect example of how local private sector depends on Government to pull them kicking and screaming outside the box. Chefette has been around for 50 years…. This is not about pulling down Chefette, but they have enough dollars to do their own outreach. Maybe BTMI can extend their resources to help Cuz. He is quite popular with the tourists.”

Another person was critical of the move, given Government’s recent stance on healthy eating.

“So wait a minute… the GOB wants to promote a healthy lifestyle and ban fast food and snacks in schools but assisting this promotion in NYC? Don’t get me wrong, I do indulge in Chefette once in a while, but if you really think about this… it doesn’t seem right.”

While the initiative was a proud moment, not only for the owners of Chefette and the partners involved but for all Barbadians, we hope that when the dust settles it was worth the while. We hope to see some benefit from the use of taxpayers’ money. The critics need to see the outcomes, in short order, if their rumblings are to cease.

Managing Director of Chefette Ryan Haloute, during an interview at the Grantley Adams International Airport, stated that the collaboration was an effort to sell Barbados as a culinary destination.

We are yet to be convinced that the presence of a food truck alone would be enough to persuade tourists to visit the island. Maybe Mr Haloute should have posited that the food truck is a great opportunity to test the waters outside of Barbados to see what opportunities lie ahead to earn much-needed foreign exchange for the country. That may have been more palatable for some.

A careful look at the operation via videos that went viral on social media suggests that there was not a robust campaign to market Barbados or flights to Barbados for the hundreds that queued patiently. Maybe this was a missed opportunity by tourism authorities.

BTMI and Export Barbados owe the people of Barbados a breakdown of exactly how much was spent and what gains were yielded from the exercise.

Bajans with valid concerns should not be ignored or brushed aside. A campaign of this magnitude should not be undertaken with the relevant metrics in place to clearly determine whether it is a failure or a success. Given our country’s current economic challenges, financial prudence demands it.