Maxi’s was founded in Pretoria in 1993, by an entrepreneur who saw an opportunity in the market for a family restaurant franchise, offering a wider range of food and focusing on a quality offering.
History of Maxi’s
In 2005 Maxi’s was acquired by Scooters Pizza (Pty) Ltd with 28 outlets. Both brands, along with NWJ, now operate under the holding company Taste Holdings Ltd.
Since April 2005 the Maxi’s chain has grown to over 60 outlets. Maxi’s became a member of the Franchise Association of South Africa in June 2006 and was a finalist at the FASA awards for Brand Builder of the Year and Franchisor of the Year in 2009. In 2008 Maxi’s partnered with Caltex as a strategic partner for a food offering in their forecourts converting sites on national routes within Southern Africa. A significant number of these sites have already doubled their turnover. 2010 promises to be an exciting year with many more conversions planned.
Since the launch of Maxi’s new store design, many existing outlets have revamped into the new image and 26 new stores have opened. This means we are opening a new Maxi’s store every 19 days. The first Caltex site, The Bridge in Midrand, has been converted to Maxi’s. The site is over one of the busiest highways in the Southern Hemisphere, raising the bar for the Maxi’s brand. The Bridge consists of two Maxi’s Take-Aways in the Caltex forecourts and a 300 seater restaurant upstairs catering for businessmen and families alike; the restaurant has computer plug points at all bench seats, WI FI hot spot throughout and a kiddies play area.
The Maxi’s Take-Away stores are a new concept for the brand and were developed especially to cater for the Caltex market. These sites present a fantastic opportunity for future growth with the opening of these smaller Take Away outlets.
Maxi’s has also opened new stores in prime regional malls (like the Boardwalk in Richards Bay and Northgate Mall in Johannesburg North). Maxi’s has recently pushed the boundaries of their store imagery with a larger than life restaurant in Hatfield. The restaurant is two and a half stories high with the exterior made purely of glass windows, this is complimented by four 4.5m x 3m graphics and a spiral stair case cascading from the 2nd floor into the restaurant.
The team steering the brand
The management of Maxi’s has a wealth of experience in the food franchising industry. Christo Calitz is Managing Director of Maxi’s. Christo was previously the CEO of Pleasure Foods (which included brands such as Wimpy, Juicy Lucy, Milky Lane and Whistle Stop).
The management team comprises of the Managing Director, General Manager, Training Manager (supported by training consultants), Marketing Manager, Development Manager, Project Managers and Franchise Managers who support franchisees on a day to day basis.
Taste is a South African-based management group that is invested in a portfolio of mostly franchised, category specialist and formula driven, quick-service restaurant and retail brands. Taste Holdings Ltd is an Altx listed company who currently owns Maxi's, Scooters Pizza and NWJ (Natal Wholesale Jewellers). The Taste Holdings Group has a total of 262 outlets with over R650 million in system sales annually. Taste Holdings employs over 200 people directly.
Maxi’s became a member of the Franchise Association of South Africa in June 2006. After only 18 months as a member Maxi’s was a finalist in both the Franchisor of the Year and Brand Builder of the Year categories at the annual FASA awards.
Maxi’s is a proud member of FASA and adheres to FASA’s standards and guidelines.
What does a Maxi's franchise cost?
Set up costs start from R1.8million (ex vat) dependant on the size of the site. Set up costs include: building, equipment, working capital, start up stock, joining fee and training. 50% of the total cost is required in unencumbered cash.
Set up costs start from R650,000 (ex vat) site dependant. The set up fee is all inclusive as with the restaurants. 50% of the total cost is required in unencumbered cash.
Monthly royalties are calculated as a % of monthly turnover and enables the franchisor to give ongoing support and service. Marketing royalties cover national advertising, promotions and other activities which benefit the Maxi’s network.
Management royalty: 6% of monthly net turnover
Marketing royalty: 4% of monthly net turnover
All new Franchisees and their staff undergo an intensive five week training program, comprising theoretical and practical training. Training covers all aspects of store management, including marketing, finance, POS, stock control and food cost, running of the store, hygiene & safety and menu break-down. On-going training is also facilitated by the Franchise Managers and Training department who conduct monthly training programs.
How we support you
Each store has a dedicated Franchise Manager who is the main communication channel between the Franchisee and Franchisor. The relevant Franchise Manager will visit each store on a regular, scheduled basis where specified areas of the business will be assessed. Maxi's business philosophy is to provide franchisees’ direction, support and guidance assisting them in building a successful business. The main focus is to encourage all owners to create an owner driven, hands-on operation. Marketing promotions occur at a national level every month and marketing assistance is given to stores in terms of local store marketing.
What we look for in a franchisee
A successful business is driven by a hands-on, owner operator with high energy levels. The management team of Maxi’s is fully involved in the selection process of new franchisees. Potential franchisees have to complete an aptitude test and undergo a personal interview before being accepted as a Maxi’s franchisee.
Brand positioning & site location
The brand’s positioning drives the site selection for the brand. Prerequisites include high traffic areas with an emphasis on morning, day time and early evening trade.
Maxi’s is a trendy, quick-service sit-down family restaurant, with a site requirement of between 160 – 300 square meters. This equates to between 80 – 200 seats with table service. Maxi’s offers an extended menu of great tasting food, which includes breakfast, light meals, burgers, grills, desserts and kids offerings.
This follows the same trendy, quick-service as the restaurants, with sites ranging from 40 – 60 square meters. Limited seating is available for customer convenience. The menu includes all of the Maxi’s favourites and was created with fast service and quick turnaround times in mind.
Maxi's sites available