Maxi’s keep up the pace of expansion


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Maxis

While others in the sector complain that business is slow, Maxi’s Christo Calitz will have none of that. Under his stewardship, Maxi’s, a member of the Taste Holdings group, continues to expand at a rapid pace. A list of milestone events experienced over the past few months makes exciting reading.

New store openings

Maxi’s new store in Richards Bay is owned and operated by Francois Palm and his wife Armanda. Francois comes from the corporate world but Maxi’s intensive training and ongoing support made it easy for him to change course. ‘I didn’t know Maxi’s but when I was looking for an opportunity to branch out on my own, I ended up at the Taste Holdings offices in Pinetown. What a great bunch of people! I immediately felt at home and instinctively knew that this was what Armanda and I had been searching for.

“We are both very hands-on and spend time at the restaurant every day. We are convinced that the combination of our hard work and Maxi’s brand building efforts will ensure that our store will do well.”

Another new Maxi’s store opened its doors in the revamped Northgate Shopping Centre. Franchisee John May has plenty of experience in this business. After owning other restaurants, he joined the Maxi’s network in August when he first bought Maxi’s Eastgate. The support he received from the Maxi’s Head Office team convinced him that Maxi’s is the brand to bank on and he invested in the Northgate branch as well.

John enjoys the challenges that form part of his job because, as he says, every day is a little different. “I think that part of my personal success is that I don’t take ‘no’ for an answer. I am very persistent and convinced that if you want something badly enough, you’ll do whatever it takes to achieve it” he concludes.
Please insert picture. Caption: Christo Calitz, MD of Maxi’s, pictured in the new Maxi’s Northgate outlet with franchisee John May.

Revamps continue

We reported earlier that existing customers have given Maxi’s new image the ‘thumbs up’. Those stores that have adopted it experienced sales growth of around 25% on a year-on-year basis. That this was achieved during a period when other chains were busy stocking up on red ink for the printing of their financials tells the story!

Small wonder then that a growing number of Maxi’s franchisees opt for the new image. Most recently, it was Maxi’s Nelspruit and Maxi’s Westgate’s turn. Their owners are delighted with the way their stores have turned out and are ready to approach the future with confidence.

WI FI hotspots at every Maxi’s

Christo Calitz and his team know that to stay at the forefront in their field in today’s fast-paced world, they have to do more than offer good food in pleasant surroundings. This realisation has prompted them to enter into a deal with Vodacom to install WI FI hotspots in every Maxi’s restaurant. “We are excited about the deal with Vodacom and happy to offer this additional service to our customers”says Christo Calitz. “It’s just another way for us to provide ‘more than just a delectable meal’ he adds.

Once the roll-out of the service is complete, customers will be able to access the Internet through Wireless G’s landing page where they can buy credits on-line and get connected while enjoying a meal. Vodacom’s Wireless G stresses that the platform they provide is robust and totally secure.

Franchise awards

Given Maxi’s rate of growth, one could be forgiven for thinking that it’s all work and no play for their franchisees. Fortunately, this is not the case at all. They held their annual franchisee awards recently, and what a celebration it was!

Exciting prizes were awarded in eight different categories; we list them because we believe that it provides a useful insight into what Maxi’s management team considers important ‘and what clearly is the key to the brand’s success.

Maxi’s Franchise Awards 2008

Best Customer Service – Maxi’s Mokopane
Highest overall score awarded by a third-party research company at the end of a year-long programme

Highest year-on-year percentage growth – Maxi’s Newcastle
Highest percentage sales growth recorded between 01.11.2007 and 31.07.2008

Customer is King – Maxi’s East Rand Galleria
Highest overall score achieved in this programme within the A-stores category

Highest year-on-year Rand value growth – Maxi’s East Rand Galleria
Highest year-on-year Rand value growth achieved during 2008 compared to 2007

Best Newcomer Award – Maxi’s Lambton
Highest ‘Customer is King’ score achieved by a new franchise

Best Standard of Operations – Maxi’s Moreleta Park

Highest overall standard of operations achieved during the year

Overall ‘Customer is King’Award – Maxi’s Hazeldean
Highest overall score achieved in all aspects of operations including standard of operations, mystery shoppers, follow-ups on assessment and meeting attendance.

Moreover, runners-up were recognised in several categories and Johan van der Sandt was named Franchise Manager of the Year.

We congratulate the winners and wish the brand another successful year.

Prospective franchisees who want to find out more about the brand should click here

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