SA braai brand heads to the US

24 Feb 2016

Gold Brands Investments, which is the owner of the Chesa Nyama food franchise, has signed an agreement with private investors - Red Hornbill and The White Family Partnership, under which the braai brand will head to the US.

The ADA allows for the establishment of Chesa Nyama Holdings USA LLC in the USA, with Gold Brands as a partner in the joint venture. The new US-based company will launch the Chesa Nyama brand in that market and, if successful, will subsequently franchise the Chesa Nyama brand and concept across the US.

Stelio Nathanael, COO of Gold Brands Investments, said: “We have long had a dream of taking Chesa Nyama beyond the borders of Africa. The idea has always been to bring our iconic South African braai culture to America.”

The memorandum of understanding will see Red Hornbill and the White Family funding the set up and establishment costs for the initial roll-out of the franchise in the US. Red Hornbill Holdings is a South Africa-based industrial holding company with investments in property and the food sector. It views the Chesa Nyama US opportunity as a significant investment towards its diversification strategy.

The White Family Partnership is the US-based partner and is represented by Dr Ray White, who is a well-known businessman in the US.

African-American with a great love of Africa

White said: “As an African-American with a great love of Africa and having done so much work in, and made investments in, Africa, I love the South African braai culture and we are very excited to bring a brand such as Chesa Nyama to the US.

“It truly is a South African success story, due to its traditional menu and great value-for-money offer. Having grown from one store to 300 in just three years, it has become South Africa’s best loved take-away. We hope for the same success in the US.”

Although Gold Brands will not provide any capital for the expansion of the Chesa Nyama brand in that market, it will provide logistical support for the development of the product lines, branding, menu costing, and strategic support towards the roll-out of Chesa Nyama USA.

Gold Brands Investments will hold 30% of the US-based company, with Red Hornbill holding 40% and the remaining 30% being held by The White Family Partnership.

Indications are that the brand in the US will be a sit-down restaurant concept offering an iconic taste of South Africa. The first store - in Nashville, Tennessee - is expected to open before the end October 2016.

The company noted in its cautionary announcement that the MOU is subject to regulatory approvals and to the finalisation of detailed agreements.