Evolving Brand DoRego’s Wins FASA’s Prestigious Franchisor of the Year Award
The Franchise Association of South Africa’s most prestigious award goes to a brand that, since it was started in the early seventies in Cape Town, has cleverly adapted to the changing socio-economic times to become one of the country’s fastest growing food brands. Its 72 stores cater for all income groups, offering a variety of food items ranging from chicken, fish and chips, burgers and sandwiches. Selected stores incorporate a fresh/frozen fish counter.
Joe Dorego opened the first Captain DoRego’s in the spot where the famous Grootte Schuur café was situated. Simultaneously Alf Dorego and Carlos Nunes were trading in Bloemfontein at the time and converted their existing business “Lusitania Fisheries’ to the Captain DoRego concept. After a successful period, the Cape Town operation was sold to Major Foods and later to Inter-Leisure. The Bloemfontein operation remained independent through this period and the brand was eventually taken over by Carlos Nunes in 1996. Gerald Brown and Cedric Brown, involved with the brand with stores in Kimberley, purchased the franchise operation in 2005 and rebranded it to DoRego’s.
According to brothers Gerald and Cedric, the secret to the success of DoRego’s is in its wide appeal and in offering exactly what its customers want. “Where most fast food brands are either foreign based or have a specific core product aimed at a certain sector of the population, we realized very early on that South Africa is a multi-cultural society with diverse and often evolving tastes. From the early 70’s in that Groote Schuur café where fish and chips was the order of the day (hence the Captain DoRego’s branding) to today’s customer that wants a variety of choices, the one constant is in our delivery of exceptional quality fast food, freshly prepared and served in a pleasant, clean and welcoming environment.”
The runners-up in the Franchisor of the Year category were:
Fastway Couriers (South Africa) is part of the global franchise brand that has over 1750 courier franchisees in nine countries with in excess of 95 000 customers worldwide. Their entry into South Africa two years ago changed the face of courier services offering affordable business opportunities in the business-to-business sector and to date have 126 outlets.
Scooters Pizza, a home-grown fast food concept, has been trading for 11 years and with a new store opening every 28 days on average (with a total of 140 stores to date) has successfully captured the ever growing pizza eating public with their hot, tasty food and their fast delivery promise
Spec-Savers, with 223 franchised outlets countrywide, has become a leading brand in the optometric industry in South Africa driven by a positive energy and a passion for service excellence. Their franchisees enjoy in excess of 30% of the optical spend in the country while operating less than 10% of the practices.