Excell Catering Equipment

Excell Catering Equipment

Full Description

The Brand

Excell Catering Equipment was founded by Sean Kriel in 2000. Barry Minopetros joined in 2004. We have over this time established the company to be the largest independent retailer of catering equipment for the Northern Cape, Free State and North West. We have been serving the hospitality industry for 19 years. As a leading catering supplier, Excell Catering Equipment is relied upon through the industry as a reliable, knowledgeable and a dedicated sales team, supplying a huge range of products, used by restaurants, cafes, coffee shops, fast food, bars, hotels, lodges, guest houses, school hostels, old age homes, hospitals, professional chef’s, caterers, commercial kitchens, butcheries, bakeries, supermarkets and the general public.

Both Sean and Barry are champions of ethical business conduct and subscribe to the principles of integrity, honesty and transparency. Their positive attitude towards the business is contagious, and their staff and customers are a testimony of this commitment. They have an equally positive attitude towards the country that we live in, its future, and sharing in its wealth and prosperity with fellow South Africans.


The principals’ objective was to design a franchise model which would be financially viable, uncomplicated in its operation and affordable in terms of its establishment costs, thus ensuring a good return on investment. In order to make the franchise opportunity affordable, it was decided that franchisees would operate from smaller premises than those occupied by the franchisor. Premises would be around 60m2 – 80m² in area and would need to accommodate a showroom, store room, dispatch area and offices. Stock levels will be kept to a minimum. Excell Catering Equipment outlets shall typically be located in light industrial centers with ample parking and market-related rentals. The premises will be beautifully appointed and the company’s branding and signage will be highly visible and inviting. Franchisees will be provided with sufficient marketing materials and this, together with focused local advertising and networking with prospective customers, should ensure an ample flow of business.

Excell Catering Equipment outlets shall be operated and managed by a full time hands-on franchisee, assisted by a receptionist who will also be responsible for internal sales and, during its second year of operation, a representative who will do external sales. Employing a small but well trained and efficient staff, together with modest rental and low operating costs, makes the franchise proposition attractive and enhances its profitability. Franchisees will lease or purchase a suitable LDV which will be branded as part of the franchise set-up costs, and operated by a driver and an assistant who will also receive comprehensive training, and be responsible for deliveries and installations.


The most important goal of Excell Catering Equipment’s franchise opportunity is that its franchisees make a success of their businesses. This means that the franchises should be profitable and that they should receive an attractive return on their investment. It is also important to understand that Excell Catering Equipment is a very special and unique organization. It is different from other industry participants, and most definitely different from other major players. Excell Catering Equipment’s purpose and resolve to be the undisputed “best” in the industry is first and foremost in the mind of the principals who are among the most knowledgeable and experienced individuals in the business; and who are relentless in their pursuit to be, and to remain, the benchmark against whom all other operators measure themselves. Excell Catering Equipment’s reputation, both as provider of premium quality catering equipment solutions, as well as being a highly successful business, is beyond reproach, and various financial institutions compete for its business and are keen to finance prospective franchisees.

Are You Our Next Franchisee?

An astute business person with at least a matric certificate, with good managerial and selling skills; self-discipline, performance-motivation and commitment; a positive attitude, energy and drive; the ability to generate new ideas to increase sales; a vision to expand the business; exceptional communication skills; good administrative skills; and the ability to achieve sales budgets.

In line with Excell’s B-BBEE policy, it is a particularly great opportunity for previously disadvantaged individuals.