Fruit and Veg City ventures into fast food chicken

Fast-track Fruit and Veg City had launched an in-house fast-food brand, Crispy Chicken, which would trade through its FreshStop forecourt stores at Caltex service stations.

The pilot Crispy Chicken outlet opened in Kuils River in December, with a second outlet opened in Paarl. The retailer says it plans five more national outlets in the near future.

“We have received very encouraging feedback from our customers and sales figures reflect how popular the product has become over the past four months,” comments Craig Davis, the new category development manager at FreshStop.

Joe Boyle, the director at FreshStop, says Crispy Chicken is a proprietary brand, created and designed especially for it.

“Trading from just 5m2 in a low-volume store with very little marketing, the concept has been able to generate… a 50 percent gross profit. For this reason, our expectations are very high,” Boyle adds.