Johan Stapelberg, founder of Butterfield Bread has bought back his brand, with plans to revive and extend the franchise.
In an update to existing franchisees, Stapelberg announced that he will focus first on reviving and selling off company-owned stores, before opening a new flagship store in Pretoria. “This will serve as a reference and showcase for Butterfield as we look to not only restore the brand, but take it to new heights,” he said.
The retail bakery brand targets customers in high-density areas supplying warm bread and confectionery. The franchise was initially rolled out in 1998. The first franchisees from this time, in Kimberley, Port Shepstone, Durban, Port Elizabeth, Eersterus, Randfontein and Tzaneen, as well as bakeries in Limpopo, Mpumalanga, North West and Swaziland, are still in operation today.
As part of Stapelberg’s strategy, recipes will be revised to ensure that the smell of freshly-baked bread is the first thing that hits you as you enter a store. “The familiar smell of piping hot bread is missing in many retail bakeries that use enzymes to ensure a longer shelf-life for their loaves,” explains Stapelberg. “The emphasis at Butterfield will be on good wholesome natural ingredients to create the smell of bread.