Burger King is expanding after sealing an exclusive agreement with Sasol gas stations in South Africa to develop the brand across the country.
As part of the deal, Burger King South Africa will open stores within Sasol's national gas retail chain and will include company-owned outlets, as well as awarding franchising opportunities to current and potential Sasol franchisees. The group launched locally in May and opened a flagship restaurant in Cape Town.
"The agreement with Sasol allows us to position our brand across new channels and therefore expand our number of guests and restaurants in South Africa, as well as offering a new way of enjoying our products to clients across the country," Burger King president for Europe, the Middle East and Africa, Jose Cil, said in a statement on Monday.
It also supports the company's expansion plans. "Partnering with Sasol supports our rapid expansion plans and will enable us to increase our growth potential in South Africa in the next few years," said Burger King South Africa CEO Jaye Sinclair.
Burger King South Africa, CEO Jaye Sinclair, adds that the deal supports the company's growth strategy.
"Partnering with Sasol supports our rapid expansion plans and will enable us to increase our growth potential in South Africa over the next few years. The national roll-out will commence towards the end of 2013 and will further enhance our job creation initiative," Sinclair noted.
Burger King South Africa was formed as a joint initiative between Burger King Worldwide and Western Cape-based gaming and leisure firm Grand Parade Investments.
Partnering fuel retail groups and QSR brands is an increasingly common international practice as it offers both parties a point of differentiation and competitive advantage, according to Grand Parade Investments chairperson, Hassen Adams.
