The Recipe for Success
“Old Fashioned” Fish and Chips was established by founder and CEO Emilia De Sousa in 2002. In the decade to follow, this successful powerhouse of a franchise has grown to over 300 stores across ten regions in Southern Africa.
“Old Fashioned” Fish and Chips began as a standalone takeaway in Elma Park, Edenvale (Johannesburg), where it first targeted mid to low income consumers. The brand, however, became so popular – due to its superior quality food and friendly service – that it began to attract a much broader audience. Due to its popularity, “Old Fashioned” Fish and Chips has truly been able to live up to its promise of bringing back the “old on the corner fish and chippie” that was known and loved by many South Africans.
“Old Fashioned” Fish and Chips aims to give its customers that original and delicious fish and chips taste experience which many imitators have unsuccessfully attempted to replicate. This taste experience is achieved by the welcoming service customers receive from the moment they walk into a store, right through to the quality product that is enjoyed.
The brand uses only the very best organically sourced products, as well a secret batter recipe that gives their fish that mouth-watering taste that is unique to the brand. In order to give each and every customer the finest fresh cut chips, “Old Fashioned” Fish and Chips scours the country to find only the best A Grade potatoes.
The brand operates on a strong family ethos. This is undoubtedly one of the main reasons why the brand has been so successful and will continue to be so in the future. “Old Fashioned” Fish and Chips has established itself as the fastest growing brand in South Africa. In 2011 alone, they opened over 100 stores, created 6,700 jobs, fed over 40 million customers, sold 1,050 tons of fish as well as 19,365 tons of potatoes, and were also awarded the RASA Franchise of The Year Award. With these accomplishments and many more under the brand’s belt, “Old Fashioned” Fish and Chips has proven its success and set itself as the market leader in its category.
Their aggressive growth rate has only served to increase the future growth goals of the brand, one of these being a global ambition to open stores internationally. Based on the brand’s inspiring performance to date, this traditional family-run franchise certainly has the right recipe for success.
For more information, visit http://www.fishandchips.co.za/
Story & Pix © “Old Fashioned” Fish and Chips
