New brand takes flight

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br chiken Supplied Fruit and Veg City has launched an in-house fast-food brand, Crispy Chicken. Photo: Supplied

Fruit and Veg City had launched an in-house fast-food brand, Crispy Chicken, which would trade through its FreshStop forecourt stores at Caltex service stations, it said yesterday. The pilot Crispy Chicken outlet opened in Kuils River in December, with a second outlet opened in Paarl. Fruit and Veg City planned five more national outlets in the near future. “We have received very encouraging feedback from our customers and sales figures reflect how popular the product has become over the past four months,” said Craig Davis, the new category development manager at Fresh Stop. Joe Boyle, the director at FreshStop, said Crispy Chicken was a proprietary brand, created and designed especially for FreshStop. “Trading from just 5m2 in a low-volume store with very little marketing, the concept has been able to generate… a 50 percent gross profit. For this reason, our expectations are very high,” Boyle said.

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