Our vision and strategy

Our strategy is expected to deliver accelerated and more profitable growth over the medium term.

Our key strategic matters direct our decision-making process and are represented in our executive KPIs. We monitor the Group and management performance in relation to meeting four important strategic objectives.

Create supply chain of the future

Lead in the brand categories we compete in

Prioritise our franchise partners

Optimise capital management

Strategy achievements

Our strategy sets a framework for the Group to focus on creating value in the short, medium, and long term. Each year, the Board reviews strategy implementation and endorses a three-year corporate strategy in tandem with the Group Budget and Business Plan.

Our strategy achievements over the past five years include:

  • Grew our revenue 8% to R8 billion (2023: R7.4 billion).
  • Increased our market share for Leading Brands in South Africa.
  • Expanded by 150 new restaurants in our South African footprint.
  • Supported our franchise partners through COVID-19 with R158 million in financial relief.
  • Provided energy relief to support the sustainability of our franchise partners for sales generated during load shedding.
  • Executed our strategy to optimise our Logistics footprint.
  • Reduced our Manufacturing plants from 14 to 11 to improve profitability and enhance operational efficiencies.
  • Improved our B-BBEE contributor score from a Level 7 to a Level 2 in 2023 and maintained the same level in 2024.
  • Returned R410 million in dividends to shareholders.
  • Formalised and refined our ESG strategy with improvements every year.

2024 strategy execution at a glance

Healthy financial metrics

Steady progress with long-term initiatives

Famous Brands is growing

  • 8% revenue growth.
  • Margins stable despite inflationary conditions.
  • 13% increase in CAPEX to fund our future growth.
  • Digital enablement in our restaurants.
  • Success of the delivery hub concept.
  • Ten-year Logistics strategy execution nearing completion.
  • 137* new restaurants opened.
  • 27 net new restaurants.
  • One new market opened.
  • 14 Retail products launched.
* 11 Fego Caffés converted to 10 Mugg & Bean and 1 to Vovo Telo.

Our growth areas

We recognise that we need to increase our drive thru footprint to meet consumer demand for this channel. In 2024, we opened 5 new drive thrus and we plan a further rollout in 2025.

Smaller formats with lower capital and operating costs are key to our growth strategy. This includes the Mugg & Bean On The Go and Debonairs Pizza Express concepts. Milky Lane employs the hub and spoke model to capitalise on vending opportunities through ice cream carts.

We continue to grow in the AME region with a narrow but deep focus on selected markets. We restructured the AME management structure to lower costs and provide focus on more difficult markets.

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We continue to drive frequency and loyalty among consumers with our brand apps and loyalty programmes. Both Wimpy and Mugg & Bean apps have an over 70% redemption of loyalty points.

Our partnership with Pick n Pay for The Roastery has been successful. We have a presence in 40 stores and interest from both Pick n Pay corporate stores and franchised stores.

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Our Retail division continues to scale with a 35% increase in revenue to R368 million and 14 new products introduced. Retail provides important brand extensions and allows us to capitalise on at-home consumption.

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