The Hussar Grill’s higher-income customers continue to be resilient in the economic downturn. Franchised restaurant turnover increased by 13.4% and by 7.5% for existing businesses. This was achieved by maintaining the brand’s premium credentials and offering guests value.
The improvement in operating profit margin is due to the reallocation of resources and focus on cost containment.
The Hussar Grill’s strategic objectives were to maintain and strengthen its positioning as the first-choice premier grillroom in the Western Cape, and expand and build the brand in Gauteng, KwaZulu-Natal and the Eastern Cape.
The brand opened three new restaurants in 2019 in George, Worcester and Durbanville.
The Hussar Grill grew its brand by increasing spend on social media channels to showcase value, for example wine-pairing evenings, two and three-course meal offerings and the strapline “we charge no corkage”.
The Hussar Grill’s strategic intent is to be an owner-run, fine dining grillroom, providing service excellence to ladies and gentlemen.
The brand is well positioned for further growth as it continues its quest to be South Africa’s premier grillroom.
Product innovation is a priority and the brand will maintain stringent control measures and best operating practice through ongoing training programmes.
Marketing initiatives will re-enforce premium credentials and excellence, and further entrench the brand in Gauteng and the Western Cape. The brand will also encourage franchisees to stay involved and support their communities through local restaurant initiatives