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OBC Chicken and Meat
EKHAYA LENKUKHU (THE HOME OF CHICKEN)
FASA Member
Yesterday, today and tomorrow
It is said that the first rule of business success is, ‘Find a need and fill it’. That is precisely what the founders of OBC Chicken did when they launched the OBC brand in 1987. With their range of basic but essential food offerings including fresh and frozen chicken portions, fish, red and processed meats, OBC addresses the low to mid-income sector’s demand for low cost proteins.

Today OBC Chicken and Meat is an established and recognised brand and one of the fastest-growing retail chains in South Africa. With a foot print covering eight provinces the further development of the brand is supported by continuous brand consistency and extensive advertising and promotional activity.
The concept under the spotlight
The South African growth in economy is largely related to the growth in the emerging market. Through careful product selection and placement, OBC is increasingly poised to benefit from this reality. By meeting the needs of its target market OBC Chicken has become one of the fastest growing retail chains in South Africa. The OBC Chicken and Meat brand identity is underscored by the strong brand imagery of red, orange and yellow with the now familiar chicken logo. The image of stores are continually upgraded, refreshed and refined with modernized store fronts, layouts and merchandising techniques.

While famous for their range of fresh and frozen chicken and chicken related products, the OBC offering includes a wide range of quality essential proteins and basic food stuffs.
With their offering of quality essential proteins and basic food stuffs OBC is conveniently positioned to serve the mid-income markets identified as its primary target market.

It was with deliberate forethought then that OBC stores where positioned in close proximity to the public transport depots and taxi ranks that serve transport needs of their target market. A typical OBC outlet occupies anything from 400 to 600sqm. Each site is subjected to an extensive evaluation examining its population demographics, accessibility and projected income viability.

Consider your support
OBC’s fully-fledged Franchise Development Department utilise their vast, up-to-date market research data to help new franchisee select the very best location for their new store and then supply a full service, turnkey operation including area planning, store layout, fixtures and fittings and launch promotion material for all new stores including modern, attractive exterior and in-store signage.

Driven and managed by the central buying division, OBC Chicken and Meat offers franchisees the benefits of its bulk buying power. Stock is purchased in bulk, warehoused centrally and delivered to stores in a quick and efficient manner.

Brand awareness is maintained through a continuous and aggressive advertising campaign employing national print media, point-of-sale promotions, vehicle branding, in-store product demonstrations and television advertising.

Do you fit the profile?
OBC franchise applicants are extensively screened to measure their suitability for the competitive retail environment in which OBC Chicken and Meat trades. While owner operated stores are not compulsory it is preferred. No formal qualifications required.
Contact Information
Contact: Robbie Capazorio
Phone: 0861 622 622
Website: www.obcchicken.co.za
 
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QUICK STATS
HISTORY
Founder Fourie's Poultry (Pty) Ltd
Date founded 1987
Area of origin Carletonville, Gauteng
CEO Tony Da Fonseca
NETWORK DETAIL
1st Franchise opened 1998
Number of outlets 50
Available areas See Available Opportunities
FINANCIAL STATISTICS
Average store turnover R2 million
Achievable gross margins 23%
Average setup cost From R3 million
Initial franchise fee R80 000
FRANCHISE AGREEMENT TERMS
Management services fee Available on application
Marketing fee % 1% of turnover, max R15 000 pm
Initial agreement term 5 Years
Renewal term 5 Years

* Amounts quoted are VAT exclusive
 
Tony Da Fonseca, Managing Director