The Free State Business Bulletin - Die Vrystaat Sake Bulletin

The Directors of the “Old Fashioned” Fish and Chips franchise, from left, Nelson De Sousa (Project Director), Emilia De Sousa (Founder and CEO), Paul Mendonca (Managing Direction of Distribution Centre), Nicol Mendonca (Financial Director), and Nicolas De Sousa (Operations and Marketing Director).

Turning fish and chips into booming business

As one of the fastest growing and most profitable franchises in South Africa, “Old Fashioned” Fish and Chips is with eight franchise outlets in the Free State an economic booster in the province in its own right.

Established in 2001 by Emilia De Sousa (founder and CEO), “Old Fashioned” Fish and Chips is designed to give the customer that original, delicious fish and chips taste experience of the “on the corner fish and chippie” of yesteryear, but to serve this in a clean, modern and extremely hygienic setting.

With comprehensive pricing, customers can have lunch for as little as R12 and feed a family for under R50, with affordable well-sized portions not available in any single package at most takeaways.

“Old Fashioned” Fish and Chips as franchisor has found that sticking to basic fundamentals, the supplier-customer relationship is key to success. In line with this, the quality of product and service of “Old Fashioned” Fish and Chips has resulted in the expansion into 264 stores countrywide and in Lesotho.

Two of the main benefits of obtaining a “Old Fashioned” Fish and Chips franchise, is the low set up costs and low monthly royalties. According to its financial statements, the franchise reflects an average ROI within a remarkable 11 months period.

Upon concluding a franchise agreement, the franchisee receives a turnkey operation, from floor to ceiling tiling, right through to having unskilled employees trained to ensure the highest level of hygiene, customer service and product presentation. This paves the way for a profitable and sustainable franchise store.

It is also conducive to stable turnover and clear financial analyses for the franchisees.

With clinically clean stores, open-plan kitchen set-up, top hygienic standards and unique food preparation, the “Old Fashioned” Fish and Chip franchise system operates in a class of its own. For instance, “Old Fashioned” Fish and Chips use only top quality fish and A-grade potatoes in its recipes.

The “Old Fashioned” Fish and Chips enterprise believes that the sale of any product begins at visual level and ends with an experience.

Routine monitoring of the entire “Old Fashioned” Fish and Chips operational process by Head Office ensures uniformity in top standards.

Moving up to yet another higher level, the “Old Fashioned” Fish and Chips franchise is highly environmentally conscious and therefore applies modern greening principles throughout all of its operational phases, e.g. using organically sourced products.

As for the Free State, of the eight “Old Fashioned” Fish and Chips stores, six are in Bloemfontein, one in Botshabelo and one in Ficksburg. They are supported and backed up by a fully equipped regional Distribution Centre situated at East End Business Park, East End, Bloemfontein.

“Old Fashioned” Fish and Chips have upcoming stores to be opened in Bloemfontein at Bastion Street, Showgate Mall and Fleurdal.

The “Old Fashioned” Fish and Chips franchisor is currently looking for more innovative, energetic, efficient and reliable franchisees to open up stores in other centres in the province.

Says Nicolas De Sousa, Operations and Marketing Director of “Old Fashioned” Fish and Chips: “There is vast potential for prospective franchisees of the right calibre in the Free State. Talk to us!”

Opening up a new store

To start up a “Old Fashioned” Fish and Chips franchise store, a total investment from R450 000 is required from an approved franchisee, with a minimum deposit of R100 000, in order to ensure for the new entrepreneur a hold on his/her desired area of trade, a five year contract and space to negotiate on preferential premises.

This sets up the platform for establishing the new store and which includes: Floor to ceiling tiling / Equipment / Interior and exterior design / Signage / Franchisee manual / Menus / Marketing material / Training of staff / Full induction into the “Old Fashioned” Fish and Chips business operations and culture / Etc.

To set up a new store, can take only 4 - 6 weeks from A to Z.

To apply for a franchise store, contact the “Old Fashioned” Fish and Chips Head Office on 087 940 1105, or email info@fishandchips.co.za, or visit the website at www.fishandchips.co.za and fill in and despatch the relevant application form.

A “Old Fashioned” Fish and Chips representative will then contact you.

Helping entrepreneurs

With its current 264 stores, the “Old Fashioned” brand has a presence across the country, being successful in communities as diverse as Soweto and Pretoria, and even Lesotho.

Says Nicolas De Sousa, Operations and Marketing Director of “Old Fashioned” Fish and Chips: “Adding value remains a vital part of the De Sousa and ‘Old Fashioned’ Fish and Chips philosophy. We constantly strive to give people more than they expect to get out of service or product.

“Part of the brand's success stems from paying more attention to a prospective franchisee's business skills, rather than his or her background. If someone could prove he or she has the ability to run a store successfully, their education or experience is not important. Nor, for that matter, is their money.”

“This is why the franchisor has a mentorship programme to provide talented but cash-strapped entrepreneurs with training and operating procedures. The aim is to give an entrepreneur, after five years of mentorship by the franchisor, a fully funded ‘Old Fashioned’ Fish and Chips business .

“The result of this philosophy is the high number of entrepreneurs who has bought into the brand over the past 10 years. The spirit of those who have invested in us, has created our business core and that is the strength of ‘Old Fashioned’ Fish and Chips.

“This has also led us to setting the goal of establishing a total of at least 300 stores by end of March 2012”.