Conejera

A bold new taste of Ethiopia—designed for fast-paced urban life, rooted in tradition, and built to drive jobs, pride, and progress on every street.

Background

As Ethiopia’s cities rapidly grow and modernize, a new generation of urban dwellers is shaping a demand for convenient, affordable, and culturally resonant food options. In cities like Addis Ababa, where tradition meets transformation, street food plays a pivotal role—not only in feeding people, but in defining national identity.

Conejera was born from the vision of creating an iconic culinary staple: a grab-and-go meal rooted in the nation’s beloved injera, but reimagined with a cone-shaped crispy twist and vibrant fillings that reflect Ethiopia’s rich culinary heritage.

Objectives

  • Introduce a new food concept that is fast, flavorful, and distinctly Ethiopian.

  • Foster youth employment and entrepreneurial opportunities through scalable street food ventures.

  • Establish Conejera stands in strategic, high-footfall urban locations to promote accessibility and cultural visibility.

Ingredients of Impact

Food Innovation Meets Cultural Pride

Conejera reimagines injera—Ethiopia’s most iconic food—into a street-ready format with crispy texture and flavorful fillings, creating a new cultural symbol that blends tradition with modern convenience. The product offers nutrition, portability, and pride, redefining what it means to “eat local” on the move.

Urban Visibility & Accessibility

Through careful placement in transit hubs, markets, universities, and commercial corridors, Conejera stands are designed to become part of the everyday urban experience. Their visual identity and consistent product quality build brand familiarity, while their pricing ensures accessibility across socioeconomic groups.

Job Creation & Inclusive Growth

Each Conejera stand is more than a food outlet—it’s a job opportunity. The model creates pathways for young people to participate in the food economy, whether as operators, suppliers, or logistics partners. By training and equipping vendors, the project promotes ownership and upward mobility.

The Journey Ahead

Conejera is more than a meal. It’s a movement to energize Ethiopia’s urban spaces with flavor, opportunity, and identity. As the initiative scales, it has the potential to become a signature of Addis Ababa’s evolving street culture—feeding people, fostering pride, and fueling inclusive urban growth.