Dulcé Café opens in SABC

The new franchise Dulcé Café restaurant officially opened on 10 October within the SABC Television Channels and Radio Stations in Auckland Park, Johannesburg. Since its “soft launch” earlier, it has reported high customer service standards and food solutions, based on prior market research within the environment and as witnessed by good trading patterns.

The brand currently operates café and retail combination outlets within other captured market locations. This business model is suited to providing food solutions within each netted market environment, with a range of product and pricing, meaning many different categories of customer can make use of the offering.

Dulcé Café MD Mike Pullen says: “Auckland Park is a first for us and is already proving a prominent and profitable site, with phenomenal marketing possibilities. Our target market is inclusive of all staff and visitors to the SABC, as well as prominent DJ’s, show hosts, support and production staff, to school groups, business people and regular visitors.”

Franchisees are brothers Anand Naidoo and Bryan Naidoo (pictured above), who have been actively involved in the six-month development of the site. They are aware of healthy competition within the vicinity, as posed by a number of other concessionaires.

This particular outlet has been adapted to suit its surroundings, as well as intended clientele. Pullen explains: “There is minimal interior decoration due to limited opportunity, as glass studios are in close proximity, and the shop must conform and harmonise with surrounding SABC décor. However, this particular outlet does display certain strategic décor in order to enable a strong association to the Dulcé Café brand.”

The menu is separated into dedicated sit-down items, fast food and a retail section. The fresh, continental-inspired food offering is much the same across the franchise chain; however, portion sizes have been reduced to cater for smaller, on-the-go meals. There is in-door seating available and trading hours are from 6am to 6pm.

“Dulcé Café is extremely honoured to have been selected as the first franchise company to provide a world-class food solution to the SABC staff and visitors. We are committed to providing an excellent variety of menu offerings, with great service standards, as facilitated within a relaxed, continental café environment. Dulcé Café looks forward to a long and mutually beneficial relationship with the SABC, going forward,” says Pullen.

The brand recently underwent a revamp of its look and feel, plus a new menu, which is currently being rolled out across the country.