#SAFranchiseFriday featuring Maxi's

Maxi’s was founded to address the market need for a family restaurant franchise offering an extended, quality menu selection. In recent years an initiative was launched to reposition the Maxi’s brand as a unique, highly recognisable, fast-growing and decidedly competitive brand with a menu offering for everyone.

Maxi’s is a member of the Taste Holdings Group and forms part of the Taste Food Division along with Zebro’s, The Fish & Chip Co, Domino’s Pizza and Starbucks. Taste Holdings is a South African-based management group with a portfolio of mostly franchised, category specialist and formula-driven, quick-service restaurants and retail brands.

The Maxi’s business model offers franchisees a choice between a sit-down restaurant with full table service and a comprehensive breakfast, lunch and dinner menu, or a smaller takeaway option with limited seating and a menu offering more conducive to the takeaway market.

The Maxi's menu incorporates a wide variety of made to order meals, from an extensive and unique breakfast selection, served all day, to lunch and early dinner options as well as a kid’s menu. Maxi’s outlets also have the option of offering a Halaal menu.

Concession areas in malls are considered ideal locations for full service restaurants offering seating for between 80 and 200 patrons and typically occupying between 160 and 300sqm. Takeaway outlets require only 100sqm and are well-suited to garage and forecourt sites.

Maxi’s franchisees receive ongoing support from a head office-appointed franchise consultant tasked with optimising the profitability of the outlet. Based on best practice models and national averages, the franchise consultant will assist in compiling a business plan for the store as well as implementing local store marketing plans designed to maximise turnover and profitability.

New franchisees and managers attend an intensive 5-week training programme. The curriculum includes an introduction to franchising, stock management, basic business skills, finance, store administration, human resources management, point-of-sale training, and marketing. To ensure they have a complete understanding of the operational aspects of the business, franchisees and managers are also required to complete the kitchen and front-of-house staff training programme. Ongoing and on-the-job training for kitchen and front-of-house staff is provided by franchise consultants during the course of their regular store visits.

A successful business is driven by a hands-on individual who understands the importance of superior service delivery and who is willing to commit the necessary time to build a successful business.


Year founded: 1993
Area of origin: Pretoria, Gauteng
CEO: Carlo Gonzaga

1st SA franchise opened: 1993
Number of SA outlets: Available on request

Management fee: 6% of turnover
Marketing fee: 4% of turnover
Agreement term: 5 Years
Renewal term: 5 Years

* Amounts quoted are VAT exclusive
Establishment cost: R1,8 million
Franchise joining fee: R110 000
Working capital required: Available on request
TOTAL average set-up cost: From R1,91 million
Average monthly turnover: Available on request
Achievable gross margins: Available on request

Contact Zelneri van Zyl on +27 11 608 1999 or email zelneri@tasteholdings.co.za