This year, Maxi’s, one of the country’s most loved family food restaurants is celebrating its 21st birthday. The franchise, which was established in 1993, and now boasts a national footprint of 65 stores, remains committed to its steadfast brand promise of providing their customers with the best service and the highest quality food.
In April 2005, Maxi’s was acquired by Scooters Pizza (Pty) Ltd with 28 outlets. Maxi’s, Scooters Pizza, St Elmo’s, The Fish & Chip Company and Natal Wholesale Jewellers (NWJ) operate under the holding company Taste Holdings (Pty) Ltd, a listed company.
In June 2006, Maxi’s became a member of the Franchise Association of South Africa (FASA) and in 2009; it was a finalist at FASA’s Brand Builder of the Year and Franchisor of the Year awards. With a clear aim in sight, Maxi’s won the FASA Franchisor of the Year award in 2010.
“We celebrate this anniversary with Maxi’s Menlyn, our oldest store, who also opened its doors in 1993 and is still operating as a thriving business, as well as our newest franchisee, Christelle Powell who opened up Maxi’s Brits CBD a few weeks ago, our group of family restaurants still work on the same principles it did 21 years ago. This includes serving a wide range of tasty and wholesome meals in a friendly and welcoming atmosphere, with quick attentive service” says brand manager, Bronwyn Oliveira.
Maxi’s not only offers value for money, but its extensive menu offers freshly prepared meals, served in generous portions suitable to South Africans healthy appetites.
“We continue and will strive to always offer a service that is seen as the benchmark in the industry and to create a memorable customer experience that is underpinned by value. While customer satisfaction will always be top of our agenda, our franchisees are as important. We strive to provide a meaningful career and investment opportunity to both team members and franchisees and ultimately, through their buy-in and support, and organisation that all stakeholders will be proud to be involved in,” adds Oliveira.
In addition to creating a business and dining environment conducive to customers and franchisees alike, Maxi’s is also committed to giving back to the community in which its team members and franchisees live and work.
“We believe that being involved in the community helps provide a higher quality of life. Giving back is central to our success and being a responsible corporate citizen. To this end, we recently adopted a corporate social investment strategy that allows our social media followers to select their monthly charity of choice to enjoy Maxi’s support. We proudly assist their selected aid organisation whether it is the Animal Anti-Cruelty League or the Bambino Crèche in Danville with a surprise party which includes healthy and nutritious meals, and general goodwill and assistance from our staff who are more than happy to be involved,” concludes Oliveira.
With Taste Holdings’ overall vision being focused on becoming the preferred vertically integrated franchisor in Africa – not by size but by excelling in our chosen areas of diversified operation. We believe being the best means that superior returns for franchisees and stakeholders are just as important as responsible governance and corporate citizenship, coupled with Maxi’s mission to keep all its stakeholders satisfied, this chain of family restaurants will undoubtedly celebrate another 21 years of successful business.