the purpose statement

Strong and thriving organisations: The power of a purpose statement

Strong and thriving organisations: The power of a purpose statement

purpose ideation processThe complexity of the human ideation process is rather challenging to transpose into words. However, delimitating patterns in our thinking, ordering our ideas and capturing them in phrases helps us find meaning and reasoning in our daily lives. Products of the human mind – business ideas, plans and strategies need careful precision and sculpting to become individual and functional entities.

purpose ideation process
Putting your business’s DNA on paper

Nowadays, any well-established brand has set and defined the following aspects:

  • Mission – what they do
  • Vision – what their direction is
  • Strategic goals and objectives – what they want to achieve in the short/long-term
  • Norms and values – what they stand for

But what about the ‘why’? What about a company’s reason for being, beyond what it does, makes or sells? It is certainly a vital piece in the identity puzzle of a brand. It is not only about justifying your value transparently in the eyes of the consumers. It is also about giving your employees and partners a reason to believe in your brand, make them want to contribute to the whole; a purpose.

So, what is a purpose statement?

Let’s define first the notion of purpose. The purpose ‘is a central, organising principle that guides employee actions at all levels of the company and provides an authentic foundation for strategy, culture, investment decisions, and societal impact’ (BCG, 2018). Implicitly, the purpose statement is an official declaration of the company’s fundamental reason for existence. Google’s ‘Organize the world’s information and make it universally accessible’ would be an example. It is essential to notice that it highlights an everlasting social good, independent of profit and never wholly possible.


To say that companies have historically missed the ‘purpose’ aspect would be deceitful and illogical. The purpose is the naturally occurring intersection of the two fundamental questions: ‘who are we?’ and ‘what societal need do we meet?’. Now, the importance attributed and the extent of its enforcement make today’s purpose different from the purpose of the past. Moreover, the birth of this trend is also owed to a shift in stakeholders’ attitudes.

the purpose statement
stakeholders need purpose

Today’s stakeholders care. From customers to employees to suppliers, vendors and investors, the accent falls on the greater value: the commitment of your brand to ensure sustainable growth, fair returns and positively impact society.

Lately, we have witnessed a significant rise in people’s consumption consciousness and beyond-profit decision-making. Read here our last article! This has naturally strengthened the need for meaningful and inspiring market models: purpose-driven companies.

These are the companies that successfully embed the purpose element in both their internal and external climate. They create deeper connections with consumers, do more for the communities they work with, attract and retain talent.

Entrepreneurs, take notes!

If you’re setting up your brand, then do so authentically! Build the purpose of your company righteously from the beginning and learn to implement it across all levels of your business. As an entrepreneur, you obviously have to understand and believe in your brand, but the challenge lies in inspiring and making others believe in it as well. The purpose will form the underlying pillars of homogeneity and compactness of your organisation.

Nourish the power of a good purpose
  1. Tell your story. Make it sound.

Authenticity starts with quality storytelling. See Airbnb and their highly famous: ‘Belong anywhere’ purpose statement. It moved the brand away from the business of houses and rooms to the business of home and experiencing a place like a local. The company even launched a campaign using ‘Belong Anywhere’ to raise more than $1 million for refugees through USA for UNHCR.

  1. Act and stay accountable. 

Being an authentic, purpose-driven business starts with storytelling but overruns the words dimension. Take action, be responsible and communicate your steps honestly. This will effortlessly instil trust and loyalty in your customers. Max Burgers, a Swedish fast-food restaurant chain, launched in 2018 the world’s first climate-positive menu. The company took the initiative to tackle the climate crisis and reduce green gas emissions proving its commitment towards social responsibility and the courage to be original. This way, they earned an undeniable ‘trusted brand’ status.

  1. Touch.

Don’t forget that you need to impress humans ultimately. Leading with purpose means resonating with all stakeholders involved. Make your story touching, be relatable, listen and include.

  1. Once you plant it, let it grow!

All brands are born with a primary purpose. But nobody said that this ‘why’ is not subject to further evolvement and refinement. It is equally important to know that an authentic, deeply-rooted purpose is the result of a collective and inclusive process involving all stakeholders of your business. Activating and implanting true purpose in your company’s culture means taking your hands off. Once articulated, it must transcend the organisation, nurture bonds and a shared value system. From there, it will grow organically and reinforce your company’s DNA over all communication channels.

Our purpose at Kajola

Create solutions that have an impact.

We’re devoted to making the hospitality, food, and drinks scenes richer, more diverse and more rewarding for experience seekers everywhere. It all starts at our heart. We’re just people who are passionate about food, drink, and great guest experiences. Thus, we translated this passion in the form of ‘Kajola’: sharing our creativity and knowledge with the rest of the world. We made this our purpose.

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class

climatarian protesting

Climatarians on the rise: conscious consumerism

Climatarians on the rise: conscious consumerism

You might have heard of vegan, vegetarian, pescatarian, flexitarian…but climatarian? What does this novel term entail? Is it a way of eating? Is it related to environmental activism? Does it describe a new buying behaviour? Is it really novel?

The answer? It’s all of them and more.

Climatarians are here and they care. They care about how their present actions impact the future and they are willing to change, adapt and most importantly, advocate while doing it. 

However, it is not about a collective movement or pattern, but about the variety of small, individual details at a personal level that could make a difference. It is about one’s concern for tomorrow and drive to make today better. From eating habits to travelling preferences and resource management, it all comes down to generating the least environmental impact. Climatarianism builds the fundaments of a new embracing-all-manner social and economic behaviour.

A brief look at the roots 

The term ‘climatarian’ was first popularised through a publication from The New York Times in 2015. Its appearance was stirred by the emergence of a diet practice aimed at reducing the carbon footprint. One year later, the word became listed in the Cambridge Dictionary defined as ‘a person who chooses what to eat according to what is least harmful to the environment’. As society’s awareness of climate change has continued to grow, so the notion of ‘climatarian’ has begun to grasp new valences.

climatarian protesting
From thinking beyond your plate to thinking beyond your every step

Today’s climatarian still places importance on conscious eating in all its aspects: sourcing, logistics, packaging, seasonality, plant-based alternatives and waste. However, genuinely caring and trying to drive change implies more. Besides their food choice, today’s climatarians think about how many emissions are generated by the way they dress, move around or entertain themselves. Cloth recycling, train rides over flights, cycling over driving and sustainable home appliances are few of the infinite range of climatarian-friendly practices.

Lead others by inspiring them: how to become a climatarian

We’re going to say it again. The number of possible every-day actions with which we can fight climate change is infinite. Being a climatarian means more than an adjective. It translates into an honest commitment to protect yourself and the planet by starting with minor daily gestures.

Are you ready to make a change for yourself?

Here are some suggestions on how you could lower your footprint successfully (and your costs!).

  • Reuse. Recycle: assess critically your needs, lengthen goods’ life or find them new a purpose

Did you know that recycling 1 glass bottle saves enough energy to light a 100-watt light bulb for 4 hours?

  • Practice sustainable mobility: choose the least polluting transport mode

Did you know that Amsterdam-Brussels by plane generates between 26 and 56 kg of CO2, while doing the same journey by train produces emissions of just 1.7 to 2 kg?

  • Eat wisely: select the most local, seasonal, least processed and least packaged products possible.

Did you know that local food has more nutrients? The time between harvest and your table is shorter, thus it is less likely that the nutrient value of the product decreases. Food imported from far-away states and countries is often older, has travelled and sits in distribution centres before it gets to your store.

  • Avoid use of plastic

Did you know that the equivalent of a truckload of plastic enters the oceans every minute?

  • Forget the price, check the label first: look for certification marks that guarantee low impact on the planet such as EU Ecolabel.

Did you know that as of September 2021, 2 057 licences have been awarded for 83 590 products (goods and services) in the EU market?

  • Make your home more sustainable: improve your energy and water use efficiency

Did you know that an incandescent lamp converts about 9-10 percent of the energy fed to it into light, whereas LEDs convert nearly 100 percent of the energy they consume as light? Wow. Your wallet definitely felt that.

sustainable packaging
sustainable transport
sustainable home
Living to make a difference

Let’s be frank. Reaching the status of a perfect climatarian is anything but easy. We live in a social and economic context that wants us to consume frenetically. We are used to squandering energy without asking ourselves where it comes from or the consequences wasting it. Nonetheless, we are becoming more aware, more educated and more action-driven. Being consistent with some of the above-mentioned suggestions on a daily basis already makes one part of the progress. So, let’s make it together.

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class

co-founder UK

Co-founder search: projecting the role and casting the right partner

Co-founder search: projecting role and casting the right partner

co-founder UK
lone wolf or team player?

Initiating, building and managing a brand is just like producing a movie with one major difference. In the filmmaking process, you have more than one leading brain. The film producer handles the business side of the filmmaking process from coordination, budgeting, crew hiring to marketing. The film director oversees and operates the creative process of the movie meaning controlling the film’s artistic and dramatic aspects.

However, business founders often find themselves lone wolves in the process of sculpting and crafting their business idea. Writing the script, finding actors, leading them, stirring the creative direction, revising the progress, keeping everything together and moving is a permanent commitment. Thus, at some point, solo founders happen to realize that they can’t make or don’t want this to be an individual commitment anymore: they want a partner.

Co-founder compatibility can MAKE or BREAK a business.

Whether this takes place in the starting phase of your brand’s journey or further down the line, deciding to share ownership is a critical moment. Obvious or not, co-founder compatibility and characteristics can MAKE or BREAK a business. Finding ‘the one’ is nowhere easy, but it all comes down to asking the right questions.

abc of co-founder casting

Let’s start with the alphabet. There are three important questions you need to consider before arranging the actual casting.

A: Why do I need co-founder?

Well, it is most certain that you want to share the workload. But the ‘why’ here encompasses the exact reasons for which a partnership would be a solution. Here you outline the exact set of complementary skills you look for in a possible partner. Every co-founder should be indispensable, essentially compensating for abilities that the other lacks. These could be hard skills (technical abilities, analytics or marketing) or soft skills (leadership, tenacity or communication). This is the moment to sketch the competence profile of the desired co-founder.

B: Who do I want to be co-founding my business with?

This is not about hiring. You’re going to build and drive the whole thing together through blood, sweat and tears. Make sure you understand the impact of getting someone on-board to lead with you. It is vital that your visions align and that you have mutual value systems. Furthermore, true of commitment is another essential pillar for a collaboration. How many working hours are you dedicated to invest on a weekly basis? And what about the long-term time investment?

C: How am I going to find this co-founder?

Now that you’ve established the portrait, you can begin your quest. Scrutinize all your network, offline and offline/ personal and business.

  • Consider family and friends
  • Get the word out through your social media accounts
  • Widen your network via events, conferences and other business fairs

It’s all in the first-touchpoints.

Prepare thoroughly the first touch-points. With a bit of luck, a few interested parties will emerge for you to organize an informal kick-off meeting. Be clear, be open, be honest! In order to explore your compatibility and work synergy, work on a trial project together.

Provided the collaboration is successful, congratulations! You’ve found your co-founder.

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class

consultancy UK

Hospitality consultancy agencies in the UK – Choose the best

Hospitality consultancy agencies in the UK - Choose the best

consultancy UK
What’s the deal with hospitality consultancy agencies?

Well, one could simply see a hospitality consultancy agency as a professional sports coach. Doing business in the world of hospitality could be both as physically and mentally consuming as training for a sport discipline. Athletes strive to get under the wing of top-skilled coaches in order to take their performance to a different level. But what about businesses? Could they also reach out to a coach?

This is where us, consultants step in. We are the business coaches you look for in order to help your business move forward. Our main purpose is to assist and guide you through the challenges of your business. Therefore, our services are tailor-made to your needs and wishes. From concept and business model development to financial and marketing advice, our expertise models itself in line with the client’s request.

Why should you hire a hospitality consultancy agency?

Why not?

As a hospitality business owner, whether your company is young or well-established, you are determined to go up to the hilt in order to get your business to flourish.

In other words, you are not afraid of rolling up your sleeves and putting your back into it. But that costs you two of your most valuable resources: time & money. And it wouldn’t be a problem if you: do continuous research, know the market like the back of your hand, have eyes and ears everywhere, market like a pro and the list goes on. However, you are not a superhuman and this is serious workload. Thus, we come to lend a hand so that we could share this workload together.

We provide you with our extensive knowledge. We give advice based on our experience with the industry and we connect you to our network. To come back to the association with sports, Michael Jordan said ‘talent wins games, but teamwork and intelligence win championships’.

Kajola Consultants – How could we coach you?

Kajola is lead by Bunmi, a Londoner now based in Amsterdam. We are a small international team of dedicated creatives, designers, strategists, analysts, architects and project managers. The passion of creating solutions that have impact stays at the core of our services. Part creative agency, part consultants and part advisors, Kajola is dedicated to creating solutions for hospitality, food and beverage start-ups, scale-ups, and corporates on an international scale.

Kajola consultants

Spanning 35 years we have delivered numerous hospitality, hotels, hostels, commercial building developments, restaurants, bars, cafes, retail and the odd film and tv production. Have a look at our portfolio.

Kajola consultants UK
Kajola Consultants – Why us?

We’re backed by years of experience and award-winning success stories, but…

At our heart, we’re just people who are passionate about food, drink, and great guest experiences. We’re devoted to making the hospitality, food, and drinks scenes richer, more diverse and more rewarding for experience seekers everywhere.

Let us be your coach!

business coaching

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class


Hospitality 2.0: a hybrid of automated customer service and human contact?

Hospitality 2.0: a hybrid of automated customer service and human contact?

Hospitality in its essence

The world seems to continue to reconfigure itself under the irreversible pandemic effect. 2020 was a critical turning point for all business sectors, especially for hospitality. Being a polysemous term, one should not only think of the disastrous effects on the industry. Yet, one should also consider the deeper meaning of the term ‘hospitality’. Hospitality symbolizes the simple and genuine relationship between the host and the guest, the ability to make someone feel welcome, to create a bond. It is essentially the main support for creating dialogue, trust, and long-term relationships with your customers regardless of the product/service you’re selling.

What do we see?

However, 2020 was about everything but creating bonds. Social distancing became the new norm and technology and automation were rapidly introduced to reduce inter-human touchpoints. As a result, hospitality as we all had been knowing it has been threatened. E-commerce and delivery services have started playing strong and driving sales greatly. Digital innovations have stepped more and more bravely into the spotlight and concepts such as ‘ghost kitchen’ and ‘grab & go’ stay at the core of new hospitality business models.

Will hospitality survive the transition to the online environment? Could we say that we are witnessing the development of a new hospitality ‘species’? Hospitality 2.0: a hybrid of automated customer service and human contact?

Certainly, the industry will not be the same. Hospitality as a practical philosophy (Jan Gunnarson’s ‘hostmanship’ theory) will adapt to the new world setting. It is a widely held axiom, that the rarer something becomes the more people place value on it. Thus, service providers who manage to successfully embed traditional hospitality in their customer relationship management will undoubtedly differentiate themselves in the market.

Online retail

For example, online retail data shows that, in the first quarter of 2021, the expenditure of Dutch consumers in EU webshops increased by 63% compared to the same period last yearThat is of course a considerably sized marketplace, however, the Dutch also occupy the first position in the EU when it comes to online returns (13%). In this sense, a customer service specialist listening and reacting empathically would significantly influence the result of the return process. As an outcome, the business will enjoy recurrent activity, increased levels of customer satisfaction and even customer loyalty.

online retail
experience retail
Experience retail

In addition, looking at the popularity of experience retail, the ‘buy-online & pick-up in store’ services or VR shopping are both hospitality-dependent models. As a consequence, customers expect real assistance and care.                            Amazon Explore’s one-on-one VR retail allows Americans to virtually visit boutiques as far as Tokyo. This does not only require an attendant who has top skills in welcoming and treating people but is knowledgeable about cross-cultural communication and etiquette.

Beyond the private sector

Apart from the private sector, the art of welcoming is slowly becoming a valuable asset incorporated in public infrastructure. Governments and their customer relationship management have not enjoyed the best reputation over time. With the increase of globalization and work mobility, this factor is of major importance for ex-pats. And the reason is really clear. Cities that manage to integrate newcomers into their community by providing careful guidance and support will overshadow other less hospitable ones. Therefore, the new reference governments should consider is how hospitable the nature of their services is. Carefully designed on-boarding frameworks and accommodation support will instantly make certain cities/countries more attractive.

We believe that authenticity wins

It is irrefutable that society has been deeply wounded during this world crisis. As we emerge, the hospitality of empathy and compassion will be one of its most precious cures. From a business point of view, it will be the source to create profitable and viable customer relationships. As hospitality scholars call them, the ‘moments of truth’ are the guest-host contacts where the magic happens. Take care of them, make them authentic and you will thrive!

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class

The Student Hotel Groningen - Interior Design

The future of the office space in a remote work world

The future of the office space in a remote work world

In this strange pandemic era, we all have very different experiences of the workplace, and it’s been fascinating to watch this develop over the past year. As the rise of remote work accelerated, the immediate hypothesis was that working from home would be the new normal. According to McKinsey 2020 research, 80 percent of people questioned reported that they enjoyed working from home more than going to the office.  

In 2021 we are not so sure anymore. Recent research suggests that there is a negative emotional impact of remote working compared to office-based work. People are feeling lonely and having trouble disconnecting at the end of the day. It seems that even though we can be productive from home, the physical office will not become irrelevant. However, when people come back to the office they will be forever changed by their pandemic experience. This means that what they want will also be different. 

So, what will the new normal really look like?

Workspaces are becoming multi-purpose and multi-modal

The workplace must be a hybrid experience that leverage the best of both remote and office work.The future office is a place that incorporates the best aspects of the office, your home, coffee shops, co-working, and hotel lobbies. 

The future office is a smarter shared workspace

The focus should be on creating a space for the shared activities that work best in person. This means more collaborative workspaces, with fully loaded videoconferencing options to link up in-person and work-from-home staffs. 

The future office uses tech to make things easy and ensure health and safety

In the new normal, office workers will want to avoid crowded spaces and long lines. You might see more usage of mobile apps, where employees can check what’s for lunch or book a conference space. 

The office of the future will succeed or fail based on whether it provides what the future office workers demand. Forget bad coffee and fluorescent lighting. To compete, offices must be a space that holds a thriving community and that is the perfect spot for collaboration, meeting new people and learning new things.

Kajola is dedicated to creating solutions for international hospitality and food start-ups. We’re devoted to making the hospitality and food scenes richer, more diverse and more rewarding for food lovers and experience seekers everywhere.

Let us make you world class


The Future of Food Service: Is the Home Delivery Market The Dark Knight or Will Fast Casual Continue to Reign?

The Future of Food Service: Is the Home Delivery Market The Dark Knight or Will Fast Casual Continue to Reign?

With a recent report by Euro Monitor highlighting how changing lifestyles affect how we eat will the home delivery market continue to be the ‘Dark Knight’ or have we woken up to its impact and innovate more? Or will the Fast Casual market (QSR) continue to reign?

With the lives of many becoming busier and busier, there has been a reduction in the number of people who are cooking at home; simply because they do not have the time. This reduction has led to an increase in the popularity of home delivery and fast-casual restaurants. In the last few years, there has been a certain level of healthy competition between the home delivery market and the fast-casual establishment, both offering food quickly and without the need to book a table or sit down to dinner. However, which will reign supreme and which will we see more of in the future of foodservice?

Home Delivery vs. Fast Casual

There are many similarities between the home delivery market and the fast-casual trend. For example, both provide food quickly and efficiently with no need to make a reservation or plan too far ahead; these are both things to those that enjoy the speed and ease which ones with these types of foodservice. Plus, with so many different options available diners are able to find pretty much any type of cuisine they want.

Recently, fast-casual has been the more popular of the two and there are many restaurant chains that have made their name in the fast-casual market, achieving year on year success. However, thanks to apps such as Deliveroo and Postmates, the home delivery market is now booming. Whereas before people were limited as to what they could have delivered to their home – often Chinese and pizza where some of the few options – now many areas can offer a lot more. In fact, in many cities, people can get their hands on home-delivered food from most of their favourite restaurants. Before, this wasn’t at all possible.

How Does The Future of Food Service Look?

It is safe to say that the fast-casual market won’t be going anywhere anytime soon and it serves a huge purpose, one that can’t be replaced by home delivery; it attracts those who are out and about wanting food, as well as those who just want to pop out for something to eat. However, the home delivery trend will continue to grow as more technology become available it will become cheaper. It then becomes easier for savvy restaurant operators and owners to develop cost-effective technology that allows orders to be placed directly from a guest’s home to their restaurants.

You will see home convenience concepts grow in strength merging more or adding fast causal elements. All in all, the fast-casual market and the home delivery market are both here to stay but it is to be expected that home delivery will become more popular than ever. Luckily, there are always going to be those looking for fast-casual food service, especially as we all require or crave human interaction or plainly speaking good old straightforward ‘service’

This article was first published in September 2017.