Earlier in the year South Africa welcomed the first, and long awaited, Burger King franchise in Cape Town. The queue was long, the reviews plentiful, but the question lingered as to how the brand would plan to grow and compete in a landscape with already well-established burger chains. It didn’t have first mover advantage, and it didn’t have the luxury of being the first international chain to set up shop.
Around that time, Grand Parade Investment, the joint partnership company responsible for bringing Burger King to SA, suggested it may take advantage of its existing casino and slot machine facilities to develop a ‘hole in the wall’ concept for Burger King outlets, effectively providing the brand with some 400 potential locations.
New partnership revealed
In a recent announcement however, it turns out Burger King South Africa has teamed up with fuel retailer, Sasol in a joint partnership that allows Burger King to open stores within Sasol’s national fuel retail network. The expansion will be on the backs of both company-owned stores as well as awarding franchises to current and potential Sasol franchisees.
Jaye Sinclair, Burger King SA’s CEO, says the deal supports the company’s growth strategy. “Partnering with Sasol supports our rapid expansion plans and will enable us to increase our growth potential in South Africa over the next few years,” he says.
Sharing Sinclair’s sentiment, José Cil, Burger King Worldwide’s president for Europe, Middle East and Africa says, “The agreement with Sasol allows us to position out brand across new channels and therefore expand our number of guests and restaurants in South Africa,” says.
Sasol Oil’s managing director, Alan Cameron says the collaboration between the two leading brands will allow them to leverage each other’s strengths and capabilities. The national roll-out is set to commence towards the end of 2013 and it is hoped growth will further enhance job creation.