A star studded red carpet affair, the launch of ChesaNyama’s first Grill House concept store in Braamfontein, Johannesburg today on the 12th May was attended by the country’s A-listers including celebrities, Soccer Star Daniel Cardoso, and YFM Melo Maoka, who were clearly wowed by the by the urban vibe. The event marks the brand’s entry into the casual dining restaurant space.
Stelio Nathanael, founder and CEO of ChesaNyama, says, “The quintessential braai or shisa is the common meeting point for South African’s of all walks of life and is at the heart of celebrations from weddings to funerals, births, birthdays and national holidays. I created ChesaNyama to fill an unmet niche for fast food that delivers the national braai flavour in a convenient take-away for enjoyment any day of the week.”The brand has matured and the ChesaNyama Grill House concept still tells the story of the traditional township shisa vibe, but interprets it in a contemporary urban style that builds on the brand’s traditional red and black colour scheme. Its unique format offers a table service sit-down dining experience with a social vibe. The new style ChesaNyama experience incorporates the best of both quick and full service restaurants.
“The concept behind the store was originally developed by myself and my partner franchisee’s, Dino Liountris, Mitchell Webber, Jarryd Green and Derick van Tonder,” said Freddy James, partner franchisee and store spokesperson, who also mentioned that together the partners have over a hundred years’ collective experience in the restaurant trade.
Continues James: “We saw an opportunity to create something special and Gold Brands was on board with the concept from the outset. ChesaNyama Grill House is more than just a restaurant. Our prime location in Braamfontein, which is already an inner city cultural hub with the proximity of the Wits Art Gallery and the iconic Mandela Bridge, lends itself to becoming a tourist attraction as well as a meeting place for students.”
The store is owned by this group of young South African entrepreneurs with a vision to create a meeting place – a South African cultural experience for tourists and locals alike.
But ChesaNyama Grill House is just one of many triumphs for the JSE-listed franchise food company, Gold Brands Investments, which also includes Pitaland, Blacksteer, 1+1 Pizza and Chicken Wild Wings in its franchise portfolio.
“We have come full circle since I opened the first ChesaNyama here in Braamfontein, at Wits University, in February 2012. I had noticed that the market was very informal and the fast food industry didn’t cater towards the niche market of proper flame-grilled meat. I also knew from experience that high quality products at affordable prices would make the concept work. The brand may be moving in a new direction but the value for money and great experience will remain,” concludes Nathanael.
From the 300 odd take-away fast food franchises, the brand has matured and today celebrates its entry into the casual dining restaurant space through the launch of its first ChesaNyama Grill House concept store in Braamfontein, Johannesburg.
The brand has gained momentum and great popularity over the last three years notably driven by the fact that it delivers A-grade meat with the authentic braai flavour in a value for money offering. Uptake for its take-away format stores has been rapid as demand from potential franchisees frequently outstrips available sites resulting in some keen entrepreneurs waiting for suitable locations.