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Burger King

Sasol teams up with Burger King

In a bid to support the fast food chain’s rapid expansion plans, Burger King South Africa has signed an exclusive agreement to open stores within Sasol’s national fuel retail network.

The agreement includes company-owned outlets, as well as awarding franchising opportunities to current and potential Sasol franchisees. Burger King opened its first local restaurant (pictured) on 33 Heerengracht Street in Cape Town, in May, to throngs of customers.

José Cil, EMEA President of Burger King Worldwide says: “The agreement with Sasol allows us to position our brand across new channels and therefore expand our number of guests and restaurants in South Africa, as well as offering a new way of enjoying our products to clients across the country. Also, this reinforces our strong belief in the value of our partnership with GPI as they possess great knowledge of the sector in which they operate and continue to help us enhance our brand’s positioning in the market.”

Burger King South Africa, CEO, Jaye Sinclair, says the deal supports the company’s growth strategy, “Partnering with Sasol supports our rapid expansion plans and will enable us to increase our growth potential in South Africa over the next few years. The national roll-out will commence towards the end of 2013 and will further enhance our job creation initiative,” says Sinclair.

“Partnering with Burger King one of the leading global QSR brands is in line with our strategic vision and will allow us to expand our retail footprint in South Africa. This collaboration will allow two leading brands to leverage each other’s strengths and capabilities,” said Alan Cameron, MD of Sasol Oil.

Hassen Adams, chairman of JSE-listed Grand Parade Investments – the company bringing the American hamburger chain to the country – said there is an international trend of fuel retail groups partnering with QSR brands as this provides them with a point of differentiation and a competitive advantage:  “There is a natural symbiotic relationship between Burger King South Africa and Sasol with both companies focussed on creating future franchise opportunities for local South Africans.”

Adams told SAfm’s Market Update ahead of the launch that the group aims to have six stores running by the end of the year in Tyger Valley, Cavendish, GrandWest Casino and Johannesburg.

Additional reading:

First SA Burger King opens today

Fast food convenience drives SA’s middle-class appetite

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