Successes

Chicken Licken is one of South Africa’s most successful fast-food brands and a powerful example of how vision, persistence, and understanding customers can help build a business from the ground up.

The company was founded by George Sombonos in 1981. George was the son of a Greek immigrant who owned a small restaurant called the Dairy Den in Johannesburg. From a young age, he worked in his father’s business and learned how the restaurant industry operated. While many people saw it as just a family business, George dreamed of building a large fast-food brand of his own.

In the early 1970s, George traveled to the United States to study the fast-food industry. During his trip, he spent time tasting food from different restaurants and learning how successful chains operated. While there, he purchased a secret fried chicken recipe from a restaurant owner in Texas for approximately $1,000. This recipe would later become the foundation of Chicken Licken.

Back in South Africa, George introduced the recipe at the Dairy Den and quickly noticed strong customer interest. He also introduced ideas he had seen overseas, including drive-through service, which was still uncommon in South Africa at the time. These changes helped the business grow and stand out from competitors.

One of the most important decisions George made was focusing on serving customers that many businesses ignored during the apartheid era. He welcomed Black customers and later expanded into township areas where there was strong demand for affordable fast food. This helped Chicken Licken build a loyal customer base and establish a strong presence in communities across the country.

In 1981, George officially launched the first Chicken Licken restaurant. The company faced challenges in its early years, including building brand recognition and competing with international fast-food chains. To encourage growth, the first franchise opportunities were even given away because the brand was still unknown at the time. Despite these challenges, the company continued expanding and improving its operations.

Over the years, Chicken Licken became known for its unique flavor, memorable advertising campaigns, and strong South African identity. The brand’s famous “Soul Food” marketing helped create a connection with customers and made the company stand out in a highly competitive market.

Today, Chicken Licken has grown into one of South Africa’s largest fast-food chains, with hundreds of restaurants and a strong national presence. It has been recognized as one of the largest non-American-owned fried chicken franchises in the world. The company’s growth demonstrates how a local business can compete with global brands by understanding its market, staying innovative, and consistently delivering value to customers.

The story of Chicken Licken highlights several important business lessons: start with a clear vision, learn from successful businesses, understand your customers, adapt to change, and remain persistent through challenges. While every entrepreneurial journey is different and success is never guaranteed, Chicken Licken remains a strong example of how determination and strategic thinking can help transform a small business into a nationally recognized brand.

Pedros is one of South Africa’s fastest-growing fast-food brands and a strong example of how identifying a gap in the market can lead to major business success. The company was founded by Durban entrepreneur Moosa Bux, who saw an opportunity to create a flame-grilled chicken brand that offered quality food at more affordable prices than many established competitors.

Before launching Pedros, Moosa Bux had experience in retail, property, and business management. He understood the fast-food industry and recognized that many South Africans wanted value-for-money meals without sacrificing quality. Using this insight, he developed a business model focused on affordability, consistency, and strong customer service.

Pedros officially launched in 2018 and entered a highly competitive market dominated by large brands such as Nando’s, KFC, and Chicken Licken. Competing against established companies was a major challenge, but Pedros focused on offering flame-grilled chicken at lower prices while maintaining good quality. This strategy quickly attracted customers looking for affordable alternatives.

One of the key reasons for Pedros’ rapid growth was its franchise model. Instead of growing slowly through company-owned stores alone, Pedros expanded by partnering with franchise owners across South Africa. This allowed the brand to increase its presence in multiple provinces within a short period while maintaining consistent branding and operations.

Another important factor was the company’s focus on value. During times when many consumers were facing financial pressure, Pedros positioned itself as a brand that offered generous portions and affordable pricing. This helped the company build strong customer loyalty and attract a wide range of consumers. Community discussions and customer feedback often highlighted Pedros as a cost-effective alternative in the fast-food market.

The company continued expanding at an impressive rate. Within just a few years, Pedros grew to hundreds of locations across South Africa and neighboring regions, becoming one of the fastest-growing chicken franchises in the country. Its rapid expansion demonstrated the effectiveness of its business model and growing customer demand.

As the business matured, Pedros continued strengthening its position through strategic growth initiatives. In 2026, the company acquired Bird & Co, a popular KwaZulu-Natal-based restaurant brand, as part of its expansion strategy. This move allowed Pedros to broaden its market reach and strengthen its presence in the South African fast-food industry.

Today, Pedros is recognized as one of South Africa’s major fast-food success stories. Its journey highlights important entrepreneurial lessons, including understanding customer needs, identifying market opportunities, offering value, building strong systems, and scaling through partnerships. While every business journey is different and success is never guaranteed, Pedros shows how a clear vision, strategic planning, and consistent execution can help transform a new business into a nationally recognized brand.

Legends Barbershop is one of South Africa’s most successful grooming brands and an inspiring example of how a small idea can grow into a major business through persistence, vision, and community support.

The company was founded by Sheldon Tatchell in Eldorado Park, Johannesburg. His journey began at a young age when he started cutting hair in his local community. What started as a simple way to earn money soon became a passion. Instead of viewing barbering as only a job, he saw the potential to build a recognizable brand that could create opportunities for others.

In 2011, Legends Barbershop was officially established. The name “Legends” came from community outreach programs where Sheldon and his team provided haircuts for elderly residents, whom they referred to as the “legends” of the community. The business was built on more than grooming—it focused on culture, community, and creating a positive experience for customers.

Like many entrepreneurs, Sheldon faced challenges early on. Due to financial difficulties and operational setbacks, the business was forced to close in 2012. Instead of giving up, he continued cutting hair from clients’ homes and worked other jobs to support himself while keeping his vision alive. During this period, he even traveled on a scooter to visit customers and provide mobile barber services. These difficult years taught him resilience and helped him better understand his customers.

In 2014, Legends Barbershop was relaunched in Eldorado Park. This time, the business focused on building a stronger brand and improving customer experience. As word spread, more customers began visiting the shop and demand continued to grow. The company expanded by opening additional branches and introducing innovative ideas such as mobile barber buses that could travel to different locations and provide services directly to customers.

One of the biggest turning points came when Legends embraced franchising. Instead of operating only a few company-owned stores, the business created a system that allowed entrepreneurs to open their own Legends locations. This helped the company expand rapidly across South Africa and later into other African countries. The franchise model created employment opportunities while increasing the brand’s presence throughout the continent.

As the company grew, it expanded beyond haircuts. Legends introduced its own grooming products, training programs, and barber education initiatives. Its products eventually became available through major retailers such as Dis-Chem and Clicks, helping the brand reach even more customers. The company also invested in developing future barbers and entrepreneurs through training and mentorship opportunities.

Over time, Legends Barbershop became recognized as one of Africa’s leading grooming brands. The business grew from a small local operation into a franchise network with dozens of stores across multiple countries. Its growth earned industry recognition, including awards for entrepreneurship, youth-owned business excellence, and grooming industry leadership. In 2024, Sheldon Tatchell was named South Africa’s Entrepreneur of the Year after competing against hundreds of business owners nationwide.

The success of Legends Barbershop highlights several important business lessons. It shows the value of starting with available resources, remaining consistent during difficult times, understanding customer needs, and building a strong brand identity. The company’s journey demonstrates that major businesses can grow from humble beginnings when entrepreneurs stay committed to their vision and continue learning from challenges.

Today, Legends Barbershop stands as one of South Africa’s most recognized grooming brands, proving that determination, innovation, and community-focused entrepreneurship can help transform a small local business into a continental success story.

Yakgona is one of South Africa’s fastest-growing cleaning product brands and a powerful example of how determination, resilience, and smart business decisions can transform a small idea into a successful company. The business was founded by Lerato Mashabela, who built the company from humble beginnings with limited resources but a strong vision for creating opportunities and solving everyday problems.

Lerato grew up in a small village called Ga-Mashamothane in Limpopo, South Africa. Coming from a challenging background, she understood the importance of hard work from an early age. Before Yakgona, she tried several small businesses, including a laundry service and a tuck shop. While some of these ventures struggled, they helped her develop entrepreneurial skills and taught her valuable lessons about business and persistence.

In 2018, Lerato decided to leave her receptionist job and open a cleaning materials shop in Burgersfort. She believed there was demand for quality cleaning products in her community. However, the business faced difficulties, sales were slow, and she eventually considered closing the shop. At one point, the business was close to failure, and she faced significant financial pressure.

Everything changed when a relative introduced her to someone who knew how to manufacture cleaning chemicals. Although money was tight, Lerato borrowed approximately R10,000 from her father and decided to take a chance on producing her own products instead of simply reselling existing ones. Working from her parents’ garage, she began manufacturing cleaning products and learning the production process firsthand. This decision became the turning point that saved the business.

Over time, Lerato focused on improving product quality and understanding what customers wanted. One product consistently stood out: a multipurpose cleaner that customers praised for its effectiveness on different surfaces. Instead of trying to offer too many products at once, she concentrated on developing and improving the item that customers loved most. This customer-focused approach helped build trust and repeat sales.

In 2020, together with her husband, Lerato officially strengthened the business and launched the Yakgona brand. The company invested in branding, packaging, and product development to create a professional image that customers could recognize and trust. The name “Yakgona” became associated with quality cleaning products and community empowerment.

One of the biggest breakthroughs came through social media. Yakgona introduced a reseller opportunity that allowed people to earn income by selling the company’s products. The offer attracted massive attention online, with thousands of people expressing interest. Although the sudden demand created operational challenges, it also revealed the potential for rapid growth. The company eventually developed a distributor and reseller system that allowed more people to participate in selling Yakgona products across South Africa.

As the business expanded, Yakgona created employment opportunities and supported a growing network of distributors and resellers. The company’s mission extended beyond selling cleaning products. Lerato wanted the business to help combat unemployment and create opportunities for ordinary South Africans to participate in entrepreneurship. This purpose-driven approach helped strengthen customer loyalty and brand identity.

Through consistent growth, strategic marketing, and strong community engagement, Yakgona evolved from a small garage operation into a nationally recognized cleaning brand. The company expanded its product range, strengthened its distribution network, and continued investing in innovation and customer satisfaction. The opening of flagship retail operations and ongoing expansion demonstrated the company’s long-term growth ambitions.

Today, Yakgona stands as an inspiring South African success story. Its journey highlights important business lessons such as starting with available resources, listening to customer feedback, adapting when challenges arise, and building systems that allow growth. While every entrepreneurial journey is different and success is never guaranteed, Yakgona shows how resilience, continuous learning, and a clear vision can help transform a small idea into a thriving business.

All Gold Tomato Sauce is one of South Africa’s most iconic food brands and a powerful example of how quality, consistency, and strong branding can help a product remain successful for more than a century. What started as a simple tomato sauce recipe eventually became a household name trusted by generations of South Africans.

The story began in 1908 when a Scottish chemist named John Semble brought a unique tomato sauce recipe to South Africa. The recipe was produced by H. Jones and Co., a jam manufacturing company based in Paarl in the Western Cape. In its early days, the sauce was made using freshly crushed tomatoes and muslin bags filled with herbs and spices that were lowered into cooking pots to create its distinctive flavor.

At a time when many food products were still developing their identities, All Gold focused heavily on quality. The brand became known for using carefully selected tomatoes and maintaining a consistent taste that customers could trust. This commitment to quality helped the product stand out in a growing market and build customer loyalty.

As demand increased across South Africa, the company expanded its production capabilities. By 1959, All Gold had moved into large-scale manufacturing operations in Paarl and Langlaagte to meet the growing demand for its tomato sauce. This expansion allowed the brand to reach more households across the country and strengthen its market position.

One of the reasons for All Gold’s long-term success was its ability to create memorable marketing campaigns. In 1975, the brand launched a commercial showing tomatoes jumping into a bottle of sauce, helping reinforce the message of freshness and quality. Years later, the famous “36 Tomatoes” advertisement became one of South Africa’s most recognizable commercials. The advertisement showed children cramming tomatoes into a giant bottle to demonstrate how much goodness went into every bottle of All Gold Tomato Sauce. This campaign became deeply embedded in South African popular culture.

The company continued to innovate while protecting its core product. In the 1990s, it introduced new varieties such as Light and Hot & Spicy Tomato Sauce. Later, it expanded into ready-to-use pasta sauces and introduced packaging improvements, including the popular upside-down squeeze bottle. These innovations helped the brand stay relevant while maintaining the taste customers already loved.

Another major factor behind All Gold’s success is its strong agricultural supply chain. The brand works closely with South African farmers who grow specific tomato varieties that meet strict quality standards. Large-scale farming operations in regions such as Musina and Lutzville help ensure a reliable supply of tomatoes for production. This investment in local agriculture has supported farming communities while helping maintain product quality.

Over the years, All Gold became more than just a tomato sauce brand. It became part of South African culture, commonly found at family meals, braais, school lunches, and restaurants. Online discussions and customer feedback often describe All Gold as a nostalgic and trusted brand that has remained part of many households for generations.

The brand received major recognition in 2004 when it was voted South Africa’s No. 1 Iconic Food Brand. By then, it had already sold hundreds of millions of bottles and established itself as one of the country’s most recognized food products. Even after more than 100 years, All Gold continues to maintain a strong presence in the South African market.

The success of All Gold Tomato Sauce highlights several important business lessons. It demonstrates the value of maintaining product quality, understanding customer preferences, investing in branding, adapting through innovation, and building strong supplier relationships. While every business journey is different and success is never guaranteed, All Gold shows how consistency, trust, and long-term thinking can help transform a simple product into a nationally recognized brand that lasts for generations.