The remarkable journey of Chickenbar under Asanda Maqabuka's leadership exemplifies how resilience, strategic pivoting, and embracing digital transformation can lead to business success in South Africa's competitive food industry. This report examines how the brand overcame significant challenges to establish itself as a thriving enterprise with both physical and digital market presence.
Chickenbar's story begins in 2018 when Asanda Maqabuka and her mother entered the fast-food industry as franchisees. Their entrepreneurial journey faced an early critical challenge when their original franchisor encountered financial difficulties and eventually faced liquidation. Rather than abandoning their business aspirations, the Maqabukas demonstrated remarkable resilience by completely reimagining their business model.
The mother-daughter team made the strategic decision to relocate their container store from Hammanskraal to Mthatha in the Eastern Cape. This geographical pivot was accompanied by a comprehensive rebranding initiative, establishing the distinctive Chickenbar identity and developing an entirely new menu. Their refreshed concept was deeply rooted in local flavours and cultural relevance, resulting in a brand that resonated authentically with South African consumers.
This decisive transformation illustrated the Maqabukas' entrepreneurial acumen—specifically, their ability to learn from setbacks and construct a more resilient business model. The rebranding wasn't merely cosmetic; it represented a thoughtful reinvention that capitalised on emerging market trends, particularly the growing consumer preference for healthier fast food options, like grilled rather than fried chicken. By aligning their product offerings with evolving consumer preferences, Chickenbar distinguished itself in a saturated market.
When the COVID-19 pandemic struck, businesses worldwide faced unprecedented challenges. For many, especially in the food service industry, this period proved insurmountable. Chickenbar, however, demonstrated exceptional adaptability during this crisis.
Despite severe lockdown restrictions, Chickenbar maintained its connection with customers through enhanced safety protocols and community engagement. When restrictions eventually eased, the business experienced a remarkable rebound, confirming its position as a trusted provider of quality fast food. This rapid recovery highlighted an essential business lesson: building customer trust and operational flexibility creates resilience during periods of market disruption.
By 2021, Chickenbar's reputation for quality food and operational excellence began attracting franchise enquiries. Recognising the potential for broader market impact, Asanda joined the Franchising Association of South Africa (FASA), gaining access to industry insights and professional networks crucial to sustainable expansion.
A significant milestone in Chickenbar's growth trajectory was the establishment of a second outlet in Pretoria's Kingsley Centre. This expansion represented more than increased market presence—it validated the brand's methodical approach to growth, combining innovative offerings with profound understanding of local market dynamics.
Alongside physical expansion, Chickenbar invested in technological improvements such as computerised pricing and management systems. These investments streamlined operations, enhanced customer service, and ensured consistent quality across locations—critical factors in building a scalable business model.
While Chickenbar does not operate its own dedicated e-commerce store, the company has strategically embraced digital sales channels through established third-party delivery platforms. By partnering with services like Uber Eats, Chickenbar has created a digital presence that allows customers to browse their menu, place orders, and arrange home delivery without the complexity of managing an independent e-commerce infrastructure.
This approach to digital transformation demonstrates Chickenbar's business acumen—recognising that leveraging existing platforms offers greater efficiency than building proprietary systems. At locations such as the Kingsley Centre in Pretoria, customers can easily access Chickenbar's offerings through Uber Eats, viewing detailed menu options, tracking orders, and completing transactions seamlessly.
By utilising third-party delivery services, Chickenbar effectively capitalises on digital consumer trends while focussing resources on its core competency: delivering quality food products. This strategy has allowed them to expand their market reach without the overhead costs associated with developing and maintaining an in-house e-commerce platform.
Beyond its commercial achievements, Chickenbar has made significant social contributions through job creation and empowering other local entrepreneurs through franchising opportunities. This community-centred approach enhances the brand's reputation while fostering economic development in regions where opportunities may be limited.
Asanda Maqabuka's leadership journey has been equally impressive. Her perseverance has earned her a respected position on the FASA members council, where she advocates for sustainable business practices and local enterprise development. Her progression from experiencing a franchise setback to becoming an industry leader exemplifies how resilience and innovation can drive success.
Several critical elements underpin Chickenbar's remarkable transformation and sustained success:
• Adaptive resilience: The willingness to pivot completely when faced with adversity, as demonstrated by the relocation and rebranding following the franchise liquidation.
• Market sensitivity: A nuanced understanding of local consumer preferences, leading to the creation of a menu and brand identity that deeply resonates with South African customers.
• Operational excellence: Strategic investments in technology and systems that ensure efficiency and consistency across multiple locations.
• Crisis management: The ability to rapidly adapt during the COVID-19 pandemic, which not only preserved the business but strengthened its market position.
• Digital integration: Leveraging established third-party platforms for online sales rather than investing in costly proprietary e-commerce infrastructure.
• Community engagement: A commitment to local economic empowerment through job creation and franchise opportunities.
Chickenbar's success story offers valuable insights for entrepreneurs operating in challenging markets. First, resilience is not merely a personal quality but a strategic business asset. In volatile environments, businesses must maintain the flexibility to pivot when circumstances change unexpectedly.
Second, localising a brand—tailoring products, messages, and values to reflect community preferences—creates competitive advantages that resonate on both emotional and practical levels. Third, forming strategic partnerships, whether through industry associations or digital platforms, is crucial for accessing resources needed to scale operations efficiently.
Finally, embracing digital transformation doesn't necessarily mean building complex proprietary systems. Strategic integration with established platforms can provide market reach while allowing businesses to focus on their core competencies.
Chickenbar represents more than a fast-food success story; it embodies the principles of reinvention, resilience, and strategic adaptation in a challenging market. From early franchise-related setbacks to successful rebranding, pandemic navigation, and digital integration, the brand has consistently demonstrated innovative thinking and unwavering determination.
As Chickenbar continues to expand its physical and digital footprint, its journey offers invaluable lessons for entrepreneurs across various industries. It reaffirms that challenges, when met with courage, innovation, and strategic thinking, can transform into opportunities for growth and lasting impact in the competitive South African marketplace.
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