Excellence in franchising The FASA Awards for Excellence in by gyvwpsjkko


									                                                 Excellence in franchising

The FASA Awards for Excellence in Franchising, held annually, celebrate not only the top achievers in the industry, but
have become the industry’s highest accolade and the vehicle through which the Franchise Association of Southern
Africa shows the world how successful franchising is as a business format.

At the Awards for Excellence in Franchising, held as the culmination of Franchise Week, which saw the industry get
together to attend a Franchise Convention and incorporating the International Franchise Expo, close to 400 franchisors
and franchisees gathered at the week-end to celebrate FASA’s 30th anniversary as the industry’s representative body.

Newly elected Chairman of FASA Tumi Sengoara toasted the success of franchising in South Africa, which has grown to
become one of the most important business sectors contributing 12,57% to GDP, with close to 30 000 franchised
outlets in over 17 business sectors employing over half a million people. “Despite the economic downturn franchising
continues to be a dominant business format as far as SME development is concerned. Across the globe small business
is recognised as the safety net of any economy and franchising is proving to be quite resilient even in this economic

The categories honoured at the FASA Awards include:


Pick n Pay scoops Franchisor of the Year – the Franchise Association of Southern Africa’s highest honour

This most prestigious award, which is sponsored this year by FNB, celebrates the success of the franchisor who has
made a significant impact in the marketplace and who has, through effective business management and marketing,
achieved outstanding financial results and a significant growth in his sector.

Franchisor of the Year, FASA’s most prestigious award, which was sponsored by First National Bank, celebrates the
success of the franchisor who has made a significant impact in the marketplace and who has, through effective
business management and marketing, achieved outstanding financial results and a significant growth in his sector.

Winning this prestigious award was Pick n Pay whose franchise division has been a proud example of how franchising
can be both ethical and profitable.

The success story of Pick n Pay is legendary especially the equitable way they have managed to operate a successful
corporate business and grow a strong and profitable franchise division. The passion that everyone within the group –
from the Chairman down – has for their franchisees’ success is reflected in the success of their 249 franchise stores.

According to Neal Quirk, Franchise Director of Pick n Pay, “We at Pick n Pay live our values and principles in all dealings
with the various role-players. Our franchisees are well selected, trained, supported and provided with a successful
model. Success for us and our franchisees is the result.”

A successful Franchise Academy trains, develops and empowers previously disadvantaged people with the objective of
developing franchisees. It leads the field in entrepreneurial empowerment with its Family stores targeted at growing
black entrepreneurs. The company’s Franchise Academy enrolls historically disadvantaged individuals, including former
employees, who, on completion of training, get to be shareholders in their stores. In addition, Pick n Pay has a twinning
programme in place where graduates are partnered with more experienced traders to gain experience and minimise
the risk of failure.

Pick n Pay continues to expand this successful format, with plans to open around 40 new Family stores, including Score
The runners-up in the Franchisor of the Year category were:

NWJ Quality Jewellers

NWJ prides itself in being the innovators of jewellery franchising in South Africa. They have successfully grown the
brand, through the franchise model, and are celebrating 25 years of thriving retailing with nearly 80 stores throughout
South Africa. With its own manufacturing arm, NWJ is able to be ‘first to market’ with new products and trends offering
their customers quality, value and choice. And the best thing about NWJ Jewellers in these trying times – their
merchandise does not deteriorate, can be recycled if necessary and their stock always appreciates in value.


Started fourteen years ago, Postnet today is a nationwide chain of 226 individually owned business operators providing
a range of relevant business solutions – its most recent being the first retail channel partner to Neotel, South Africa’s
new telecommunications operator. Through innovative product offerings that have opened up new revenue streams
for franchisees Postnet SA is continually reinventing itself, never losing sight of the customer.

Maxi’s Restaurant

Maxi’s is one of the food franchise success stories – that of a long-standing family restaurant franchise that was taken
to new heights by the dynamic Taste Holdings group. In the space of a year, Maxi’s acquired six BJ’s sites in Caltex
service forecourts on national routes. It is also the proud brand that is housed in The M1 Bridge in Midrand and
continues to show exponential growth.


This award, sponsored this year by Absa, honours the franchisee’s success in running his own business and contributing
to the overall success of their franchisor. With close to 30 000 franchisees in South Africa, they form the backbone of
the franchising sector.

Captain DoRego’s, Bloemfontein is crowned Franchisee of the Year

Johnny da Silva and Carlos Nunes have successfully developed a total of eight outlets in the Bloemfontein area serving
around 102 000 people per month. Key to their success are strict control systems and cost effective buying on the one
hand with effective marketing combined with extensive service to the community on the other.

According to co-owner Johnny da Silva, adhering to the franchise methods of operation is crucial to success. “Adding
value through training,” says da Silva “is also important. We realise that our staff are crucial to the business and
therefore equip them with the skills necessary to not only add value to the brand, but for their own personal growth.
After all, if a person feels successful, they will have the confidence to excel in life.”

All the eight Captain DoRego’s outlets in Bloemfontein get involved in numerous community projects and events, from
sponsoring charity events to getting involved in cleaning their city, from school and university sports events to feeding
the hungry. This gives diverse meaning to their motto of ‘When people are hungry they need to think of Captain
The runners-up in the Franchisee of the Year category were:

Western and Northern Cape

Captain DoRego’s, Kimberley, Northern Cape

The two franchise partners, Robin Brown and Tony Barra have made Captain DoRego’s a household name in Kimberley
with not one but four successful stores. They have been solely responsible for developing the brand and have become
respected businessmen in the region. Their motto and secret to success is “DON’T WORK HARDER, WORK SMARTER”
and they’ve put in place rules and regulations that result in more efficient and consistent productivity.

Eastern and Southern Cape

Caren Mostert of Vodacare, George

Caren was one of the first entrepreneurs who took up a franchise opportunity when the cellular boom started in 1996
by opening a Vodashop in Mossel Bay and she has never looked back! Today Caren runs several Vodacom and
Vodacare outlets throughout the region through a combination of entrepreneurial flair and a commitment to following
the franchise system.

Gauteng and other provinces

Gary Jackson of Woolworths, Summit Road, Bryanston

Gary Jackson is living proof that once a franchisee takes over a former corporate store, there is no stopping the growth.
Since buying the corporate store four years ago, his Woolworths store in Bryanston has shown over four times the
sales that the store did as a corporate. This represents a 330% increase over the four years and has outperformed all
other food stores in the group on sales, waste and control and customer complaint minimisation.


This category, sponsored by The Industrial Development Corporation (IDC), focuses on the need to empower the small
business sector and encourages the franchise ethic in our emerging markets.

Winner Captain DoRego’s forges ahead with empowerment plans

Captain DoRego’s, with its 36 vibrant new look stores situated in high traffic areas is fast becoming the fast food of
choice for the thousands of mostly black customers who flock to buy from their wide variety of food items ranging
from chicken, fish and chips, burgers and sandwiches. As the black community strongly associates with the brand, it is
attracting emerging entrepreneurs as franchisees who are well known and respected in their communities.

According to Gerald Brown, Managing Director of Captain DoRego’s, the group is making strong inroads into the
emerging market. “We are committed to empower and promote financial independence in the communities we serve
– whether it be through job creation, the development of entrepreneurial skills and opportunities for self employment.
As we expand into more and more areas, we identify the potential in the market and develop the entrepreneurial skills
of potential franchisees through mentor driven training and strong financial and operations support.”

Captain DoRego’s community involvement is also fundamental to the success of its stores, with each outlet
undertaking numerous social responsibility initiatives – from supplying food to old age homes, street kid shelters to
sponsoring local soccer and other sporting teams.
The runners-up in this category were:

Hot Dog Café

Hot Dog Café pride themselves in being one of the few franchise companies committed to developing entrepreneurial
skills amongst the youth by selecting, training, mentoring and funding young black South Africans. To support the
success of these cadets Hot Dog Café has developed a range of franchise options – from the cart concept outside busy
commercial centres, dedicated counters inside BP South Africa petrol stations and forecourts, the traditional E-diner
and a new, more affordable prototype of the E-diner.


Butterfield established its brand more than 13 years ago and continues to set the standard in the retail bakery industry
with over 100 franchised bakeries. With more than a 50% BEE component Butterfield is in the forefront in developing
emerging entrepreneurs – whether it be franchisees or through their institutional bakeries run by the community for
the community.


This category, sponsored by FASA, honours the innovative entrepreneurship of newcomers to FASA who may have that
next-new-concept that is going to take the world by storm! Although this category has, in the 19 years that the FASA
Awards have been held, been well-represented, this year there was only one entry. The finalist and winner in this
category was:

Winner Placécol is a leader in the Franchise Beauty sector

Placécol is unique in South Africa in that it offers potential franchisees a beauty centre franchise in the very lucrative
health and beauty market segment. Its 63 stores provide a full range of body care treatments, skin care, beauty and
nail services as well as retail products.

Placécol Skin Care Clinic has been supplying exclusive skin care products since the 1980s. When the company first
started supplying the South African skin care market this was done through selected pharmacies where Placécol’s
beauty therapy services were offered by trained, mobile therapists in mini-salons situated within these pharmacies.
News of the effectiveness of the treatments soon created excitement in the market which attracted the attention of
Edgars. This resulted in Placécol being invited to be a supplier to the Edgars Group, and by December 2005, the Placécol
Skin Care concept was available in 85 outlets in the Edgars Group.

According to Corne Nel, General Manager of Placécol, the next step was to look at opening its own Beauty Centres
specialising in the Soft Laser Treatment and the retailing of its products. “By February 2008 the company had set up 52
Placécol Beauty Centre salons and besides the product availability in Edgars and Foschini, the company continues to
offer the products and services through
250 selected pharmacies.”

The growth of multiple ownership is testament to a successful franchise formula and Placécol also has an
empowerment programme that assists Beauty Centre Managers of Corporate stores to own their own stores through a
joint venture initiative.


Sponsored by Old Mutual, this award honours those companies who have, through advertising, promotional campaigns
and consumer awareness, taken their brands to new heights.
Vodacom 4U wins Brand Builder with its trendy, youthful campaign

Vodacom 4U’s “Anywhere, Anytime Campaign”, with its cheeky and sexy ‘double entendre’ play on being able to
connect and do it ‘anywhere . . . anytime’ was aimed at young adults who wanted a sense of control and
connectedness over their lifestyle, future and social lives.

According to Farid Bhyat, Training and Operations Specialist at Vodacom 4U, the objective of the campaign was to sell
the trustworthy Vodacom products and handsets while being a little daring and playful. “It was important that all
aspects of the campaign were simple to understand, youthful and premium with a strong sense of style and design,
very graphic and colourful. The intention was to position the stores in order to cater for the young adult/youth minded
segment, predominantly 16 to 24. They would act as an energiser sub-brand which would bring more funky, spunky
attitude to the patriarchial, leadership brand.”

With more and more of the young, adult target market becoming just as comfortable within their ‘electronic’ selves as
they are in their physical selves, Vodacom 4U aimed to bring together all these mediums of connection, information
and entertainment into the Vodacom 4U strategy – resulting in the ownership of engagement spaces.

The runners-up in this category were . . .


Whilst Postnet has become a household name as retail business service centres, the successful launch of their sub
brand Postnet Courier positioned them as the courier of choice for the SME, home business, individual and corporate
business market. The marketing and brand initiatives included redeveloping all internal and external branding, radio,
television and print campaigns and a community service initiative with Rotary International and the SABC to donate a
million books to under-privileged schools, libraries and communities.


Since being taken over by Taste Holdings in 2005, Maxi’s has grown from 28 outlets to 60 outlets and has been cleverly
repositioned and revamped as a trendy quick service restaurant for the whole family. Besides the launch of new
menus, new uniforms, new signage and new national promotions, radio and TV campaigns and internal brand
campaigns, Maxi’s has captured the public’s attention with its Recipe for Success, its more than just a meal by line and
its “let’s get cooking” campaign.

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