Famous Brands expands
The fast food company has expanded into Saudi Arabia, Lebanon, Morocco, Iran and Egypt.
JOHANNESBURG - Fast food group Famous Brands on Wednesday revealed they have now established brand growth in the Middle East and North Africa.
The company runs 23 brands, including Steers, Debonairs Pizza, Mugg & Bean and Wimpy.
Asked why the group chose these specific regions, Famous Brands Chief Executive Officer (CEO) Darren Hele said, "Africa is our own territory, which is where we have our sights set. We've partnered with a company called Excellion who have higher ground in these particular markets and understand them well."
Hele said Excellion will be doing all the upfront work in terms of penetration.
"We're specifically going into Saudi Arabia, Lebanon, Morocco, Iran and Egypt initially."
Hele says the logic behind the growth is based on research, which says there's a common theme between consumers struggling with time and looking for convenient food solutions.
The CEO says Famous Brands have been a bit more circumspect about Steers and Mugg & Bean.
Asked if the move is a pre-emptive strike with Burger King now in South Africa, Hele said, "We've been trading in Africa for about 20 years now, in over 16 countries. We have been on the African trail for a long time. We have also been outside Africa, so moving to Lebanon is not scaring us."