Maxi’s 21st Anniversary Has Been a Year to Remember
Maxi’s 21st anniversary as one of South Africa’s most loved family food restaurants has been a year to remember and a real milestone on the journey to building a restaurant chain that not only delivers a first class food experience, but also offers meaningful career and investment opportunities and gives back to the community throughout the year.
A fiercely contested internal competition saw Maxi’s Mokopane being awarded the Best Maxi’s Restaurant in South Africa award for the third year running, based on operational and customer service results. The judging process involved store assessments (including hygiene, front and back house operations, food quality and service); mystery shoppers who visited the restaurants and evaluated service and quality; waitron evaluations; management and advertising royalty; local store marketing; health inspections and training attendance.
Maxi’s support of community charities reached an all-time high in 2014, with projects involving charities such as Reach for a Dream, the Animal Anti-Cruelty League, an underprivileged crèche in Danville, the Door of Hope, PinkDrive, a frailcare centre in Hillbrow, and the donation of an electric wheelchair to a disabled person in Polokwane. Many of these projects were initiated through Maxi’s Facebook Fan of the Month competition, in which Maxi’s customers identify community projects close to their hearts.
A particular highlight was Maxi’s NekNomination which saw the Maxi’s team, in association with Talk Radio 702 presenter, Xolani Gwala, and other do-gooders brighten the day of 100 patients at the Tswelopele Frail Care Centre in Hillbrow with delicious burger meals, lots of laughs, TLC and entertainment by 2009 Idols finalist, Cameron Bruce.
“We believe that being involved in the community helps provide a higher quality of life,” comments Taste Holdings Divisional Marketing Manager, Bronwyn Oliveira.“Giving back is central to our success and being a responsible corporate citizen.”
There was great excitement during the year when waitron Benadett Baleni, who works at Maxis Northgate, received a R1000 tip. It all happened when, after a friendly conversation, a customer handed her the notes, just to make her day.
“Although moments like these don’t happen every day, it was gratifying that a customer felt so generous after enjoying a meal at one of our restaurants,” says Bronwyn.
In August, Maxi’s celebrated the appointment of Yolandi Ferreira as its Marketing Manager. There was particular joy in this appointment as it represented the culmination of a journey that began when Yolandi was store manager at Maxi’s Greenstone. Her sterling efforts led to a position as Maxi’s Brand Assistant, which became stepping stone to becoming Marketing Manager three years later.
“Maxi’s is not just a job to me, but rather a place where I can establish myself and build a long and lasting career. Believing in myself was half the battle won, while hard work and commitment to succeed pushed me the rest of the way,” says Yolandi.
Since the first Maxi’s restaurant opened its doors in Menlyn in 1993, the franchise has grown its national footprint to 66 quick-service sit-down restaurants, driven by its steadfast brand promise of providing their customers with great service and high quality food in a family-friendly and welcoming atmosphere.
Maxi’s franchisees are talented entrepreneurs who come from all walks of life, with an interesting mix of professionals and laypeople alike recognising the business potential of a Maxi’s franchise. The main attractions are Maxi’s proven business model, robust operational support, well-known brand and established customer following.
In April 2005 Maxi’s was acquired by the Taste Holdings Group and has subsequently been operating under its food services umbrella, along with Scooters Pizza, St Elmo’s and The Fish & Chip Co. The following year Maxi’s became a member of the Franchise Association of South Africa (FASA), the only recognised representative body of the rapidly growing franchise industry. Today more and more South Africans are recognising that Maxi’s restaurants offer more than just a meal, they offer an unforgettable food experience.