Abstract
M.Sc. (Geography)
Republiek Voedsel (Edms) Bpk. was established in 1981 with the purpose
of owning and operating KFC restaurants in South Africa and today
successfully operates 40 KFC restaurants in Gauteng, the Free State,
Northern Cape and North-West Province.
This study endeavoured to create a model that could be used as an
instrument to ensure that all possible variables influencing the selection of
a site were considered when deciding where to build a KFC restaurant.
The creation and use of an analogue data base containing the market
variables, operational requirements and financial performance of all the
Company's restaurants were fundamental to the success of the model.
In general, the model should enable the researcher to identify under-utilized
as well as non-utilized markets. Shortcomings in respect of existing
restaurants and missed opportunities in the market area would be identified
and exploited for the benefit of the market population and KFC/Republiek
Voedsel.
The specific purpose of this study was to test the validity of the proposed
site selection model in the town of Edenvale, where the existing KFC is
more than 10 years old.
The market population characteristics, trade zone borders, market
competition and traffic generators, all factors that influence the purchase
pattern of the existing KFC customer base, were determined through a
sample study.