In June 2014 the brand was conceptualised by Dennis Finch and the identity created with the assistance of marketing agency Tenfour in Cape Town. From the outset Dennis had chosen Yvonne Chaka Chaka as the brand ambassador. When Yvonne agreed, the image of this famous and much-loved icon on the logo became a reality and is now destined to become an integral part of township life in South Africa.
The meals were originally based on the traditional food enjoyed by the black South African community for the last century. These used beef and offal recipes from all the different ethnic cultures. They have now been supplemented with chicken and beef forequarter recipes, which are preferred by the younger generation.
However, the basis of the concept remains focussed on nutritious, freshly prepared meals using only the best natural ingredients and stringent health and safety standards. All the meals are prepared at our Kraaifontein central kitchen, which was officially opened in November 2014 by Yvonne Chaka Chaka and Professor Tim Noakes. The meals, once packed and labelled in various sizes, are then delivered in refrigerated vehicles to the franchised kiosks and other vendors where they are kept refrigerated until heated and sold to the consumer.
The medium term goal is to develop a significant footprint in the Western Cape and Gauteng and then expand the concept nationally through the appointment of master-licensees and distributors in other provinces.
The concept has also completed a pilot phase in a number of the Total Bonjour stores in Cape Town and Gauteng. The pilot was successful and Econ Food Concepts / Mama Chaka's has now been appointed as an approved supplier by Total South Africa.
The first Mama Chaka's kiosk was opened in Guguletu in the outskirts of Cape Town in November 2014 and there are currently 10 kiosks operational in the townships surrounding Cape Town.