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TOWNSHIP-BASED MAMA CHAKA’S TO EXPAND WITH 115 NEW OUTLETS

Despite the slow South African economy within the Bonjour stores at Total service ingredients and prepared to stringent
health and safety standards. All the
and cash-strapped consumers, stations. This expansion is being made meals are cooked at a central kitchen,
then refrigerated or frozen and delivered
competition in the franchised fast-food possible by the purchase of Mama to the various vendors for reheating
and serving.
sector continues unabated. It was Chaka’s by Gold Brands, the same
The first kiosk was piloted in
announced recently that Mama Chaka’s company that owns the Chesanyama Gugulethu township, near Cape Town,
and the company says one of its aims
– a predominantly township-based fast-food chain, which also has a focus is to “provide individuals with the
opportunity to run their own business
niche brand that operates through on emerging market consumers. and serve their community at very low
start-up costs”.
franchised kiosks and converted spaza Mama Chaka’s was developed by

shops – is to expand its operations and experienced restaurant entrepreneur

expects to open 115 new outlets over Dennis Finch in 2014 and consists of

the next two years. meals based on affordable traditional

The chain currently has 14 kiosks/ chicken and beef recipes. The focus is

spaza shops and 27 outlets located on nutritious, fresh meals using quality

ensure that franchisees earn a return on on the plus side, having a marketing Perhaps the advantage of a franchise
their investment. On average, Roman’s team that is based at BPD means we model is that, regardless of the state
Pizza records the highest sales per have quick execution that is well priced of the economy, all franchisees are
square metre in the industry. Combined and in line with our brand values. The required to pay a marketing and
with supportive infrastructure and the agency also has other clients, which advertising fee of 4% of revenue.
increased purchasing power that comes enables us to benefit from the cross- Although advertising budgets often
with a big brand, our franchisees are pollination of ideas.” appear to be a dispensable luxury in
well looked after. That’s important in a the struggle to survive, leaving empty
business that has solid family ethics.” Marketing plays a key role in the space in consumers’ minds enables
brand’s success, especially when it more aggressive marketers to make
NO SKIMPING ON comes to online and social media. strong inroads, Cooper believes.
MARKETING Cooper runs aggressive Google “Consistent advertising has worked in
After chicken and burgers, pizza is AdWords campaigns which are our favour, enabling us to differentiate
considered to be the third largest food the brand and stand out from the
category in South Africa. So, in a cluttered ? crowd,” she says.
market, you have to make a lot of noise to Roman’s has set a
stand out. That’s an approach Roman’s value benchmark Like us on Facebook:
Pizza has adopted enthusiastically. for the industry Strategic Marketing
Magazine
It seems to help that Cooper wears constantly revised and maintained. The
two hats. In addition to her corporate brand has more than 85 000 followers Monique Verduyn
marketing role, she is also the CEO of on Facebook and operates active writes extensively for
advertising agency Blue Planet Design Twitter and Instagram accounts. the corporate, SME,
(BPD). It’s an unusual arrangement, but IT and entertainment
one which has worked in Roman’s favour. Promotions and competitions sectors. As a
are held frequently. “We make sure regular contributor
“We tried working with several the brand remains top of mind with to Entrepreneur,
advertising agencies, but we were never customers, and we communicate all ThinkSales,
satisfied [and] so we bought our own the time,” she says. “Our messaging Brainstorm, Accountancy SA and GIM
[agency],” says Nicolakakis. “Bonnie has is clear and simple – it’s all about the International magazines, she has
been employed here for several years best pizza at the best value.” interviewed many of South Africa’s most
and she knows the brand better than prominent business leaders and thinkers.
anyone else. We may lose out when
it comes to unbiased creativity. But,

August–September 2016 strategicmarketing 23