Southern Fried Chicken is a global fried chicken franchise brand with over 700 restaurants worldwide. The company was founded in the UK by Arthur Withers based on fried chicken he discovered in the Southern US. The company's mission is to delight customers with quality, affordable food globally. It plans to continue expanding across key regions like India, the Middle East, Africa, Russia, and Southeast Asia. The global brand offers franchises operational support, product development, training, and marketing to drive consistent brand standards worldwide.

1. Brand Profile

2. ➢ Who we are
➢ Company Mission and Values
➢ Our plans and approach
➢ New stores and ideas
➢ The global Brand
➢ Summary
Agenda

3. WHO WE ARE

4. ARTHUR
Arthur Withers was the man behind the idea of
Southern Fried Chicken. Born in 1935 in the East
End of London with humble beginnings, Arthur
survived the Second World War.
During a trip to Greenville in Carolina, Arthur
was having Sunday lunch at his hotel and was
served fried chicken. He fell in love with it at the
first bite and managed to get the recipe. Two
days later, he took a riverboat cruise in the
southern states of America.
BRAND LOGO
The image of a Mississippi steamboat combined
with the taste of fried chicken was soon realised
as the world renowned Southern Fried Chicken
Brand. So, this image was adopted as the brand
logo which gives the brand a clear identity,
authenticity and an added timeless dimension.

5. When Arthur introduced Southern Fried
Chicken into the UK and then across Europe
the brand was licensed rather than franchised.
As the business grew it become necessary to
adapt the agreements to franchises to ensure
the high quality and professional support that
Southern Fried Chicken established its brand
with.
Southern Fried Chicken worked hard to ensure
consistency with “fresh” ingredients ensuring
the best “recipes” and to create a simply lip
licking “flavour” designed to excite the food
connoisseur
Southern Fried Chicken

6. Southern Fried Chicken
The Southern Fried Chicken brand was world’s
first to recognise the independent franchisee
desire for:
➢ Top quality products
➢ Professional support
➢ Identifiable public image
➢ Value for money
➢ Amazing returns for the franchisee

7. OUR APPROACH AND PLANS

8. “To delight our customers with
the tastiest quality, affordable
foodservice solutions, globally”.
Our Mission

9. ✓ Transparency
A fair and honest approach to everything we
do for and with our customers
✓ Customer First
The customer in mind with everything we
do.
✓ Ownership
Never say “That’s not my Job” .
✓ Be the best
Experts.
✓ Be Inquisitive
Innovate and Simplify: Efficient, Effective,
Easier.
Our Values

10. With over seven hundred restaurants globally
offering Southern Fried Chicken, we need to
ensure that we are constantly on the front foot
with regard to our approach. Therefore we
now have tactical plans to ensure that we can
develop across the five key sectors we have
prioritiesed.
The key points that separate us from the
competition are as follows :
➢ Fresh, natural ingredients with the tastiest
breading
➢ Affordable core equipment range.
➢ Franchise costs that are fixed
➢ A target global strategy for brand growth
across five key regions
Our Global Approach

11. Global Presence
New opportunities across the 5 regionsExisting Global presence 700 units

12. The Franchising process is straight forward
with clear and specific steps that we share
with our potential partners.
Key criteria that we look for are :
➢ An understanding of food and beverage
business
➢ The funds to invest in a start up franchise
➢ Support and advice to identify a location in
market
For the master franchise this would equate to
the following minimum criteria :
➢ An agreed Master Franchise fee.
➢ Monthly royalty fee of £500 per month per
store. A significant cost saving compared to
other franchises in QSR globally .
➢ Minimum roll out of stores within the first 5
years.
Our Franchising Approach

13. The India sub Continent is continuing to show strong
growth, There are significant enquiries from Pakistan
and Bangladesh as well as the North, West and
Southern part of India.
Money is still plentiful in the Middle East with a
number of enquiries from Saudi Arabia, Oman and
UAE.
Key Opportunities are :
➢ Pakistan
➢ India
➢ Bangladesh
➢ The GCC Countries
India, Pakistan and the Middle East

14. We currently have over two hundred licensed
agreements in the UK and four Southern Fried
Chicken Franchises.
We have launched in 2019 a cost effective
solution using the SFC Express brand
supported by UK distributors and wholesalers
SFC Express :
➢ A simple short menu for a >20m specific
range of equipment targeted for the
customer requirements.
➢ A range of ingredients providing an added
value fried chicken offer.
➢ Supported with design and training to
optimism the opportunity.
➢ Brand and menu support to drive
consumption.
The UK and Europe

15. With over fifty franchises in Russia, we are
now looking at opportunities across the sister
countries. Specifically in the geographical areas
such as Uzbekistan and the development of
Tajikistan and Mongolia.
Key Opportunities are :
➢ Master Franchise for Perm, Russia
➢ Master Franchise for Uzbekistan
➢ New Openings in Tajikistan
➢ New Opportunities in Mongolia
Russia and her sister Countries

16. Investment from China into Africa, is having a
positive effect for business opportunities.
Northern, Western and Central Africa is seeing
a number of master and development
franchise enquiries and opportunities, with
new units opening with master franchises in
Senegal and Congo.
Key Opportunities are :
➢ Morocco
➢ Tunisia
➢ Algeria
➢ Ivory Coast
➢ Mauritania
The African Continent

17. A developed market, in Singapore, Malaysia
and Thailand, with new opportunities in
Indonesia, Vietnam and Cambodia. The
enquiries from this part of the world are strong
, but in order for us to secure this business we
need to target the region specifically.
Key Opportunities are:
➢ Maldives
➢ Sri Lanka
➢ Vietnam
➢ Cambodia
➢ Indonesia
South East Asia

18. STORE OPENINGS

19. SFC Malta

20. SFC Mosta

21. SFC Perm Russia

22. OR EVEN ON THE MOVE ….

23. Trailer 1 Martinique

24. Trailer 1 Martinique

25. THE GLOBAL BRAND OFFER

26. At our base in Woodley, Reading UK, we are
constantly driving to add brand value for our
customers globally .
This is specifically driven in a number of key
areas.
➢ The management and sharing of the Brand
guidelines :
➢ Marketing –
➢ Category – QSR and
Franchise
➢ Consumer – Menu and new
product development
➢ Social Media – Relevant and
pertinent to the category or
consumer
So what does the Global
Brand offer ?

27. ➢ Product Development
➢ Menu – trend and local market
insight
➢ Product – flavour and case
studies
➢ Packaging – Refreshed and fit
for purpose
➢ Equipment - developed via our
own factory producing quality
equipment fit for purpose
So what does the Global
Brand offer ?

28. ➢ Operational Support and
Development
➢ Training – Prior and during
initial opening with our
dedicated team.
➢ Added Value – Ongoing support
for the unit to drive growth
using Sales data and local
market insight.
➢ Auditing – 2 x annual auditing
to support, develop and
maintain brand standards
➢ Location Selection – Be it the
initial site or support with
future site development, the
team are available to offer their
expert opinion.
So what does the Global
Brand offer ?

29. Southern Fried Chicken are looking to grow our
business, by making clear to our customers
and consumers that we are the right business
to grow with.
Our strategy is built on cost effective
profitable brand growth with our customers.
In Summary