Wakaberry to spread more chill
WAKABERRY Frozen Yoghurt Bar is not even three years old, but with its tasty offering and loyal and growing customer base, it is the latest business to form a joint venture with restaurant franchise group Famous Brands.
The brand was planned while World Cup rugby fever was in full swing — and that’s where the name of the brand comes from. It was inspired by Shakira’s anthem.
The fast-growing frozen yoghurt category has its roots in the US and Europe, and is catching on fast locally.
Wakaberry was started by Michele and Ken Fourie and longstanding friend David Clark. The Fouries had returned to South Africa in 2010 after living in the US and working in the food and beverage industry.
“We had seen the massive appeal and success of frozen yoghurt bars in America and decided that one would do well in South Africa. We grew up in Durban and we wanted Durban to be the headquarters, which is why the first store was opened in Florida Road and the head office is still here,” said Michele Fourie.
The Fouries initially lived in Cardiff, Wales, but having had enough of the dour weather they moved to North Carolina, US.
After securing their investors’ visas, they bought their first restaurant, which was called Ken’s Bagels. In 2007, they opened a second restaurant, Café Brava. It was a huge learning curve — starting in a new industry and in a foreign country.
Back in SA, the founders funded the business without any loans or outside investment. It was a challenge, but they were determined to do it this way.
Famous Brands CEO Kevin Hedderwick said Wakaberry pioneered this category in South Africa, and established a remarkable reputation in a short time.
Famous Brands went into “casual dining” first with its 51% stake in Tashas in 2008, followed by the acquisition of Mugg & Bean a year later. Other group brands aimed more at the mass market include Steers, Debonairs Pizza and Wimpy.
Wakaberry is selling 70% of its group to Famous Brands partly to help it grow in outlying areas and smaller towns and all provinces. In time there will be plans for Africa.
Michele Fourie says they do not plan to be on every street corner, “but we do want to take Wakaberry to more South Africans and Africans”.
So how has the brand been so successful? Fourie attributes this to a superior product they serve, 100% yoghurt. “A lot of froyo brands use ‘base products’ mixed together with milk or yoghurt, and the taste and texture is very different.”
At Wakaberry it’s also about a great customer experience and a brand authenticity.
Advice for small-business owners: don’t be afraid of making mistakes. And when you do make mistakes, which you will, learn from them and move on.
“And, if possible, surround yourself with people who are as passionate about your business as you are,” says Fourie.
The company has 33 franchised stores in eight provinces.
By June, Wakaberry should have more than 40 restaurants, with more scheduled for the rest of the year.
Famous Brands did not disclose the purchase price, which will be settled from cash reserves. The effective date of the transaction is April 1.
Wakaberry already has more than 175 000 Facebook followers.