Check Out South African Braai Brand Goes International

Americans will get a taste of local braaivleis when Chesa Nyama opens its first outlet in the US later this year

Local brand Chesa Nyama is expected to open its first outlet in Nashville, Tennessee in October this year, reports eNCA. 

Gold Brands, which owns the brand, announced on Tuesday that it had signed a Memorandum of Understanding with private investors, South African-based industrial holdings firm Red Hornbill and the White Family Partnership – an American-based partner – to take the traditional braai franchise to the US market.

The plan has been long in the making. In an interview earlier this year with CNBC Africa, founder and CEO of Gold Brands Stelio Nathanael said he’d been considering taking the brand international, and was speaking to overseas investors.

“Firstly, we have to teach them how to say Chesa Nyama, but it’s more about a restaurant dining concept giving that African feel and what we as South Africans are about,” he explained.

By late last year, the brand had 300 outlets across the country.

“The reason for its success are the consumers behind it that love the brand so much and love the vibe of the brand. They love the tradition of Chesa Nyama and bringing it from the township to the suburbs is the reason for its success,” Nathanael explained. “The South African staple diet is meat, our braai that we love. And I thought we could package our braai concept into a franchise model.”

Earlier this month, Gold Brands, which owns several other fast food brands such as Black Steer,  1+1 Pizza and Wild Chicken Wings, listed on the Johannesburg Stock Exchange.

source: ion.co.za


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