The 9 to 5 pace of things have impacted the soul the hardworking individuals of South Africa. In the stress of a family-orientated 21st century lifestyle,home cooked food becomes a secondary priority.
Despite the health implications of eating fast food on a regular basis, a quick meal on the go is a commonplace in our country. Succulent meals aside, the branding of South Africa’s favourite fast food joints have resulted in the sustainable relationships of their customers and ensured an ongoing (and expanding) sales reach. With the advent of drive-through’s through to the use of interactive branding, international eatery giants like KFC and McDonalds have invested a first world experience for fast food in South Africa.
Fast food in South Africa - KFC Brand Communications
According to a 2012 SAARF study case, KFC stands at the top of podium of popularity. 49 % of adults who took part in the survey indicated a preference for the famous chicken take-out restaurant. This was a steady increase of 6 % from the previous study which was drawn up and implemented in 2008. in retrospect, these statistics should be no surprise to any South African. Engaging with the entirety of the South African population instead of segmenting their target markets has enabled KFC’s brand awareness to skyrocket since it’s debut opening in 1971. Their advertising has managed to embrace a proudly South African archetype and has utilised our national pastimes such as cricket to amplify its communication strategy.
Fast food in South Africa - Nando’s Brand Communication
NANDOS - SOUTH AFRICA’S “LOCAL” FAST FOOD BRAND Also taking a proud seat in the chicken business is Portuguese-themed take out and sit-down fast food joint Nandos.
When one thinks of the frameworks of this particular brand, we are immediately taken away to our couches as we witness the award winning tongue in cheek appeal that shines through with their TV ads. It seems as though their famous spice is found not only in their food, but in the humorous and emotional connections which they have made with South Africans - and the bad taste they have left with a number of politicians!
The price may be a little steeper than KFC or Hungry Lion but the unique USP of surprisingly elegant decor inside their eateries and five star choice of trademark sauces and spices.
Fast Food in South Africa - MacDonald’s Brand Communication
For generation Y, many a weekend would not be the same without a trip to the nearest McDonald’s. It could be their impressive international branding presence, their way of making a burger that tastes better than anything you can fry up home or the convenient (some would say saturated) franchise locations in just about every South African city and town.
The point of the matter is that McDonald’s have successfully invested their culture into the heart and minds of most South Africans. “I’m loving it” is probably one of the most recognisable slogans in the world. McDonald’s South Africa needs to be accredited for continuing to expand on their customer experience platform, especially with their ever increasing product offerings.
From the installment of McCafé’s to introducing a monthly circulation of burgers inspired by international cuisine, McDonald’s creative branding movements are eagerly followed by their huge markets.
Contributed by Cameron Smith