Chicken chain Galito’s continues expansion in Africa
Galito’s founder and CEO Louis Germishuys believes the success of its expansion into Africa boils down to keeping its philosophies simple, and sticking to a winning formula that has worked for 25 years. “Chicken is a big part of the African diet, but that’s just the basis for the opportunity. Combine that philosophy with Galito’s taste profile of flame-grilled, piri-piri flavours and you really start speaking to African consumers.”
“Price points are important in Africa – if you’re not looking at your price you’re going to be in trouble. You’ve got to be competitive, but you can’t be competitive by providing an inferior product. So, you have to be better at everything you do. After a comfortable and clean store, with a warm, welcoming vibe, what’s most important is what’s on the plate and whether it’s priced right.”
The Galito’s story began in Mbombela, Mpumalanga when Germishuys opened his first outlet in 1996, expanding to the rest of the country in 2003. It was at this point that the Galito’s brand began to develop, and franchising efforts took off in earnest.
Starting out as a franchisee himself, Germishuys says he’s is in a unique position as a CEO, as he knows what it’s like to stand behind the grill for days on end and he has a deep understanding of running a store from the bottom up. He understands franchisee needs and subsequently pushes for the most favourable ROIs and offers a strong head office support structure to the franchisees.
Courtesy of Bizcommunity – read full article here.