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NACS Show 2023
  • Conference: October 3-6, 2023
  • Expo: October 4-6, 2023
  • Georgia World Congress Center | Atlanta

Joe Boyle

Managing Director
Fresh Stop

Educated in Ireland my working career started in a bakery in 1977 as an Apprentice Baker. Shortly after completing my apprenticeship, I immigrated to South Africa in October 1983.  Where I got married with 2 children, I then found work and accommodation close to my wife’s parents in Nelspruit.

My first position in SA was working for a construction company on the expansion of the Sappi paper mill at Ngodwana and various other construction sites for almost 4 years. Due to my children’s schooling requirements, my wife and I decided to relocate from Nelspruit to Randburg.

Taking a position as a Bakery Manager at the Hyperama Sandton exposed me to the retail industry, quickly moving through the ranks to Specialty Food Manager, I then accepted a position on a management training program which covered all disciplines of managing a retail hyper store.  The program consisted of a 2 year in house mini MBA which finished with a 14 week intensive overview of retail which included 17 exams, with an expulsion clause if a participant failed to achieve the pass mark on any 3 exams or projects.

I finished top of my class out of 32 participants.  On completion of the program I was offered a position as a Buyer at Hyperama Head Office, where I spent almost six years and developed my portfolio from being responsible for purchases of R1.5 million per month to over R100 million per month.

Franchising (King Pie)
During 1994 I was then offered a position as Operations Manager with a then small franchise called King Pie who at the time had 16 stores.  Within 3years I was promoted to the position as Managing Director and we had opened almost 300 stores in and around SA.  I was also involved with entering the international franchising arena where we opened stores in Australia, New Zealand, Poland and England.

Contract Catering
A JSE listed company called Rebhold who since changed its name to Mvelaphanda, purchased King Pie, where we achieved a 2 year warranted profit target well within the targeted time frame.

Royal Foods Services, also a Rebhold owned contract catering company, which was based in Durban, had experienced poor growth and low profits in a very competitive industry. The Rebhold shareholders asked another King Pie Director and myself to groom a new MD for King Pie and at the same time take the responsibility of achieving an acceptable profit position with substantial growth in specific sectors of the contract catering industry.

One of the main elements to our success was the transformation to an acceptable BEE rating with senior management and the merger of RFS and Sechaba Afrika a black empowered contract catering company.  Cyril Ramaphosa (now President of South Africa) worked on the project with us.

Within a 5 year period we grew the company from R130 million turnover per year to almost R500 million and we achieved an acceptable profitability level.

During my time with Royal Foods Services, I did a 2 year in house MBA accredited by Wits University where I passed all the subjects.  However, due to me leaving the company and my commitments to my new company, I was unable to submit the final assignment.

Franchising (Butterfield Bakery)
The shareholders of Butterfield Bakery, a Franchise with over 130 stores, approached me in December 2004 with an offer as Operational Director, which included equity, and where the management team consisted of the MD and the FD. Taking into consideration the past financial results, the value of services offered to Butterfield franchisees and the status of the brand image, I felt with my experience in the Bakery, Retail and Franchising industries I would enjoy the benefit from the challenge.

The objective of the major shareholder was to sell the company within a 3 year period at value based on between 3 and 4 years profit before tax.

Taking into consideration the losses made during 2004, the turnaround of the company and objectives was a complex challenge.

We achieved our targets and sold the company within the 3 year period, at a value more than 3 times the PBT.

After a 2 months break, I joined Fruit & Veg City during March 08 with the option of equity with my position as Director responsible for the FreshStop Brand consisting of 14 Stores. We now have more than 300 franchised stores, with the main objectives to construct a secure business model which could be grown between 300 and 400 stores in and around Southern Africa.

During my time with Hyperama, King Pie, Royal Foods Services and Butterfield I have continually attended many individual and group personal development programs in areas such as Marketing, Advertising, Sales, Project Management, Leadership, Emotional  Intelligence and Financial Management.

I have also developed strong networking opportunities and gained valuable insight into the relevant industries with holding various positions on Industry Forums, I.e. Council member of the Franchise Association of South Africa, Vice President of National Association of Catering Executives, Board member of the Chamber of Baking South Africa, Treasurer of the Craft Bakers Association of South Africa, NACS International Board of Director.

Speaking at:

Global Foodservice Trends & Menus

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