.While new fast-food and quick-service restaurant brands continue to enter the market in sub-Saharan Africa, the long-established operators are not resting on their laurels. KFC, for example, has announced the opening of its 1 000th outlet in the SSA region.
The new restaurant is located at the Lemo Mall in Bloemfontein and represents a major milestone for the company, which arrived in 1971 via an investment in a store in the Johannesburg suburb of Orange Grove. It now has a presence across 16 SSA countries – among them Swaziland, Mauritius, Zimbabwe, Zambia, Malawi, Mozambique, Angola, Ghana and Kenya.
“We are thrilled to be celebrating this significant milestone, which emphasises our growth and expansion strategy in sub-Saharan Africa” says Doug Smart, Managing Director of KFC Africa.
According to a media statement released by the company, a localisation strategy has been key to its success. In addition to the traditional global menu, KFC develops new menu options that appeal to local tastes by drawing inspiration from Africa’s diverse flavours. Over the last five years, for example, it has introduced products tailored to local markets which include jollof rice in Nigeria, morogo in Botswana and nshima in Zambia.
Founded in 1940 in the US, KFC now has a presence in around125 countries and operates more than 20 000 outlets worldwide