CSI Overview
Our CSI programme makes a meaningful contribution to the communities in which we operate, while fostering a sense of purpose and consumer connection with our brands. We also provide our employees with a platform to represent our brands and enrich their own lives by doing good for others.
Our CSI programme is managed in line with its policy framework and is considered a key brand-building activity for our Leading Brands portfolio in South Africa. Some of our CSI activities qualify for recognition under the B-BBEE scorecard’s socio-economic development pillar.
The Transformation Office coordinates CSI activities, guided by the Social and Ethics Working Committee and overseen by the Board’s Social and Ethics Committee. The management team of Leading Brands, supported by franchise partners, is responsible for developing and executing CSI activities.
Franchise partners may also implement their own community-based CSI activities with guidance from Famous Brands. These contributions are acknowledged at annual brand conferences.
Our CSI Objectives
Our CSI policy and activities focus on:
- Long-term partnerships with reputable and effective CSI partner organisations.
- Supporting initiatives that enjoy broad-based stakeholder appeal to improve relationships with existing stakeholders and engaging new stakeholders.
- Avoiding unsustainable relationships and handout tendencies.
- Programmes that actively consult the beneficiaries in the programme design, implementation and evaluation.
- Quantifying the costs and benefits of programmes in how they contribute to capacity building, improving quality of life and sustainable development.
- Defining the roles and responsibilities of stakeholders and beneficiaries, with an emphasis on financial controls and corporate governance compliance.
- Gaining buy-in and commitment from franchise partners.
- Contributing to the socio-economic upliftment of historically disadvantaged communities.
Our CSI Overview
Each brand within the Leading Brands portfolio has a flagship CSI initiative that ties to its unique brand story. We tend to have long-term relationships with CSI partner organisations that benefit from our financial contributions and the opportunities for enhancing profile and visibility. In 2025, we spent R19.3 million on our CSI initiatives across the following focus areas.
Our CSI focus areas
Health
Education
Environment
Sport
Social development
Our CSI approach has evolved from being about ‘what we do’ to becoming ‘who we are’. We emphasise franchise partner involvement in CSI activities, including training restaurant employees to embrace CSI campaigns. Supporting CSI activities at the restaurant level boosts employee morale and a sense of teamwork.
We showcase CSI promotional material at restaurants, including posters and T-shirts. Most of our fleet of trucks includes CSI messaging in their branding. We also activate CSI campaigns through digital media on the brands’ social media pages and websites.