It is said that the No.1 rule of business success is: “Find a need and fill it.”

That is precisely what the founders of OBC Chicken did when they launched their first stores in Carltonville and Potchefstroom in the late 1980’s.

Then, as is now, a large segment of the population in the low to mid income groups are dependent on taxis and public transport. Affordable low-cost proteins are also vital to this market and fresh and frozen chicken portions, fish, red and processed meat perfectly fulfilled those dietary requirements. So when OBC stores were carefully positioned in close proximity to public transport and taxi ranks, a brand new business enterprise was born ….

Mission
Right from the start, the mission and vision of OBC Chicken has been to support this low to mid market sector by creating a solid brand offering around the promise of ‘quality, affordability and convenience’.

Today this target market is over half of South Africa’s adult population – more than 16 million people – and the soundness of the original OBC vision is evident in the success of OBC group today.

OBC Growth
By 1999, requests for more OBC stores led to a decision to franchise the concept and broaden the operating base, compete on a commercial scale with other free market operators and provide a bigger impact on communities and the economy.

By the end of 2000, 23 stores were in operation, and since 2000, growth has been exponential until 2005, a year for consolidation, improved infrastructure and growth planning.

By the end of 2006, 80 stores are envisaged with forecast market opportunity growth at 15-20 stores per annum.

But growth for growth’s sake has never been the prime objective of OBC Chicken. Planned growth and an underlying product philosophy is a critical element in the success of OBC, particularly in this increasingly discerning and demanding market sector where quality, affordable prices and supreme customer service form an integral part of the brand ethos.

Every product sold in OBC is attractively packaged, presented and available to all our customers.
Every customer is important to OBC, greeted with a smile and made to feel welcome.
This is an essential part of our family ethic and has remained a core value in the organisation since inception

OBC is all about honesty, passion, energy – and most of all – long-term vision and dedication.

“We don’t believe in only being the best or the biggest – we want to be both”
-Danny Lorenco (OBC CEO)

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