Breaking ground with South Africa’s second traditional trend!

BY Promotional Feature | Promotional Feature | May 25, 2012 at 12:16

“Old Fashioned” Fish and Chips is reaching for new heights with the introduction of a new chicken brand, Chingos that launched this year into the fast food industry under the new umbrella company Traditional Brands Inc.

The ever popular and highly successful “Old Fashioned” Fish and Chips franchise opened their first franchised outlet just 5 years ago. Now opening their 350^th outlet and doing so with another 150 outlets on the cards before December 2012 not only brings on the excitement of South Africa’s truly successful brand but a traditionally South African brand that will take global waters by storm with a new partnering brand.

Chingos Chicken will launch alongside the famous “Old Fashioned” concept under Traditional Brands Inc. as a strategic motivation for what the brands stand for …Value!

With the flagship Chingos store opening up alongside the “Old Fashioned” flagship in Elma Park, Johannesburg, South Africa in April 2012 it is of no doubt that the brand will be launching with many interesting personalaties attending the grand opening to ensure they are next in line for the deliciously famous chicken recipe. Without a doubt this new venture from the traditional De Sousa family will tickle the taste buds of eager investors and partners who see the value and return in today’s economic climate.

Chingos will serve ‘all things chicken’ and promises to build on the core principles that made “Old Fashioned” Fish and Chips the fastest growing franchised brand in South Africa: clinically clean stores, friendly service, great quality, low prices and a sound business model with that “moreish” encouragement to invest! A concept competitiors have attempted to replicate but are yet to deliver the originality that “Old Fashioned” and Chingos have and will do so for many years to come.

So how has the “Old Fashioned” Fish and Chips franchise managed to keep on growing in the current economic climate one may ask? The brand operates on a strong family ethos which is undoubtedly one of the main reasons why the franchise has been so successful and will continue to be so in the future. Despite the rapid expansion of the brand, the De Sousa family has been able to retain their personal touch in all aspects of the brand whether it is in the opening of a new store with CEO, Emilia De Sousa, alongside the franchisee or introducing a new line into the product range with Marketing Director, Nicolas De Sousa, putting the product through traditional trials in his very own kitchen.

“Old Fashioned” Fish and Chips would not be a success without the brand’s franchisees of course. Repeat investors is one of the contributing factors that has seen the “Old Fashioned” Fish and Chips brand opening up over 350 stores to date. Some franchisees have opened up to 10 stores each due to the impressive 8 – 11 month ROI (Return on Investment) and the efficiently structured planning of franchisee growth patterns.
“Old Fashioned” Fish and Chips has accomplished beyond what any other franchise has achieved. In a one year period alone, “Old Fashioned” Fish and Chips sold a total of 9 408 287 units of hake fish and 56 million kilograms of A-grade potatoes. Sure, these numbers are impressive from an investor’s point of view but what have they done for economic stimulation … how about over 8 000 new jobs created to date?! That is almost 10% of new job creation every year in South Africa alone. With the brand truly doing its part for the investor and the economy it would be hard to miss what it could do if it were a cause to cure hunger in South Africa. With the volumes sold in 2011 alone of core product, “Old Fashioned” Fish and Chips has the ability to feed each and every South African, every single day, twice a day for an entire year! Who knows, that may just be their next move, “Old Fashioned” for President.

With the comical idea of assisting the government in managing South Africa’s resources and governance it is often highlighted that they are in fact consecutive leaders in getting it right despite the humour of this family brand. With every year of operation being an acknowledgement of their achievement and success with various RASA Awards of Excellence and FASA Finalists for Brand of the Year, they most definitely are brands to keep an eye on.

So all that is left to ask is: will you have an “Old Fashioned” Fish and Chips or Chingos Chicken in 2012?