This year is also the chain's 15th anniversary and saw the introduction of the Hot or Not Dot innovation. It was implemented as a first for South African consumers because they stipulate, according to brand surveys, that one of the most important things to them about ordering pizza
Linda Thomas, the group's Marketing Director, says, “Apart from our continued attention to quality and taste, as a brand we feel that it's important to put your money where you mouth is and scientifically demonstrate that it is possible to deliver hot pizza in under 40 minutes, direct to your door, free of charge. We've proved that by implementing Hot or Not Dot!”
The Hot or Not Dot is one of the group's many innovations and is believed to be one of the reasons that the brand also featured on the coveted South African Top Brands Survey as well as claiming the esteemed title of being the only pizza brand to feature on the most recent Generation Next Survey.
The brand started life as South Africa's very first pizza franchise, selling pizzas from the back of a bakery in Pietermaritzburg 16 years ago. Since then it has grown in both size and scope, and the group aims to be the first South African pizza franchise that has a fully integrated online ordering service up and running. This will mean customers will be able to order their pizzas from their laptops while they browse the online menu or use the restaurant finder to see where their nearest Debonairs Pizza branch is.
Terry Boardman, Director of Operations, attributes the brand's success to the exceptional returns that it provides to franchisees. A significant percentage of its outlet owners move on to become multiple store-owners. To a potential investor, the possibility of great returns coupled with a culture of excellence, provide the ultimate investment opportunity, as well as the chance to be active in this highly competitive quick service restaurant industry.
