Chicken Licken set up in S/Phikwe

MQONDISI DUBE
Correspondent | Tuesday September 16, 2008 00:00

Chicken Licken, South Africa's second biggest fast food brand, will be operational in S/Phikwe before the end of this month.

Selebi-Phikwe franchise holder, Daisy Pholo, says the outlet is expected to open on the 19th of this month and that only operating licences might hold back the shop's opening, giving the 24th as the latest date.

Chicken Licken Personnel Manager, Florence David, has also said the fast food outlet should be operational before the end of the month. The opening of Chicken Licken in the copper-mining town is seen as a positive move for Selebi-Phikwe's image. The town has seen investors dwindling in recent years despite Government's efforts to turn its economic fortunes. Its Diversification Unit's acting coordinator, Disikalala Gaseitsiwe, says although the investment may not solve the S/Phikwe's unemployment problem much, it is most welcome.

'Regardless of the size of investment, it is a welcome development,' he says. 'I am confident that there is a certain number of people who are going to be employed, particularly support staff. We want to promote and facilitate investment. It is a move in the right direction as far as our goals are concerned.'

Gaseitsiwe hopes Chicken Licken will have a pull effect, resulting in other established businesses investing in Selebi-Phikwe.

'There were some investors who were fence-sitting,' he says. 'When they see other companies coming in, they may consider coming too. There are synergies that can be driven from local businesses.'

He says the Diversification Unit is keen to meet the new investors as the drive to diversify the town's economy intensifies. Chicken Licken is expected to provide the town's residents with a wider choice of eateries.

Traditionally, Chicken Licken caters for a wide range of customers. Selebi-Phikwe customers have largely been limited to a few choices with the majority of restaurants in catering for low-income earners. Other upmarket service providers cater for the upper class, leaving a gap for the middle class, which Chicken Licken is looking to exploit.
Four years ago, Chicken Licken's S/Phikwe franchise was forced to close down because of the town's depressed economy. That was when BCL Mine was reeling under unfavourable metal prices and its employees were poorly paid.

However, the situation has turned around; international metal prices are healthier, and there is increased economic activity, though the manufacturing sector has almost collapsed.

Chicken Licken has set off on an expansion drive, which has seen its South African operation aim for R1billion turnover by the year 2010.

The chain's market share is expected to grow to between 30 and 35 percent in the next three years, against a background of increased presence in the region.