Lizzy - Rich wuod Abandu & Victoria Chomeka

Added value is a concept that drives every single progress both socially and economically. It takes many forms; Transformation, Extension, Expansion, Re-innovation, fostering uniqueness, Re-branding, Re-designing and even re-imaging/packaging e.t.c.

One good example is The Subway Fast Food Outlet. Back in 1965, a 17 years old teenager, Fred de Lucca from Connecticut asked a family friend by the name Peter Buck for a US$ 1000 (in today’s value US$ 9690) loan to open a sandwich kiosk. As it advanced its way into the fast-food world it changed its name to Sub-Way Restaurants. At this time, it acquired its own packaging brands and opened a few units in the West Coast of the US.

Between 1978 and 1996, the Sub-Way restaurants settled successfully in Europe and in The Middle East. In 2017, the Sub-Way started selling carbohydrate brands labelled “Gluten Free”. In that same year, the company was forced to close around 800 restaurants in the US with a threat to further close 500 units in 2018 due to loss of clients to smaller competitors like Sweetgreen, Panera Bread, Au Bon Pain and Firehouse Subs forcing to it to settle for 25% sales loss 3 years in a row.

The new CEO Suzanne Greco sought the help of specialists like Bobb Phibbs of The Retail Doctors – NY, who suggested that the RE-BRANDING was the only way out to halt and stem the business bleeding that the chain was submitting to. In that same year (2018) The SubWay set aside US$25 Million for Re-branding campaigns. This included Partnerships with ezCater, JP Morgan and Pepsi Co. followed by sale of the management to the Atlanta based Roark Capital Management, LLC.

As of today, the chain has grown to about 34,000 units worldwide becoming even more widespread than some globally established brands of other food venture types for example McDonalds, Burger King, Bobs’, KFC, Greggs, Nandos’ e.t.c

While that was happening, (Richard Lighaya; 1958 Idhaho, Vihiga – 1998, Mombasa) Rich wuod Abandu was being born in 1958, abandoning Isukuti and then becoming a bass guitarist in 1978, Joining Opiyo Bw Emma and Victoria Jazz in 1980.

He moved out in 1983 to join The Omore/Jully led Jolly Boys to play Solo Guitar, then to Brother Charlly’s Gloria Kings in 1984 to do vocals in dholuo and play Rhythm guitar.
Later in 1987 he moved to Opiyo Bw Emma’s “Nyungu Oyie Soro” to continue with Bass Guitar
before moving to Jolly Boys again in 1989 to play rhythm guitar and drums, then moving to Collela Mazee’s Victoria B Kings in 1990 to play solo back-up.

Finally in 1991 Rich wuod Abandu ja Kakamega together with Opiyo Bw Emma, Odongo Agwata, Ndugu Rabby, Odiwuor Manyona, Owich Tony, Onyango Orego rego and Ali Oyuech Malago abandoned Victoria B Kings and together with Jossy Jakombato, Omondi Senior and Okal Benbella (these 3 from Omore Kings), they formed the Victoria Chomeka.

In 1995 after Rabby died and other initial members (Odiwuor, Opiyo and Omoya) had died, while Odongo and Owich had been bought back to B Kings by the Mombasa based sponsorers of Collela, Rich moved away from Victoria Chomeka with Onyango Orego rego, Tom Chogo and Ali Oyuech to form Les Chomeka.

Last but not the very last, in 1996, Rich returned to Collela Mazee’s then Mombasa-based Victoria B Kings where he spent his last 2 years as a living body.
Rich did this song at the peak of The Victoria Chomeka success in 1994, and proved one thing right; When Threatened by the Circumstances, the Easiest Way of Survival is by Adding value especially Re-Branding. Rich always rebranded and added value making him acceptable in any band he dared venture into.

If Rich wuod Abandu had been alive today, I would have taken him to the SubWay’s Nacho Chiken-bite or to the KFC to try Bone-less.

Lakini some mashemeji normally wanainsist na Kuku Full sasa sijui Rich ange react namna gani kama ni Chiken-Bite sandwich and NOT Kuku Full.

And the lady being sang about was very well born.