Embarking on a franchise ownership journey, let alone ownership of a whole territory, is both exhilarating and transformative.
This is the story of Tshidi Matjeke-Dlungwane, a remarkable individual who has navigated her path from humble beginnings to being the founder and CEO of the Stenda Group and now also a successful franchise owner in Mauritius.
Roots and rise
Born and raised in the vibrant township of Mamelodi, northeast of Pretoria in Gauteng province, Tshidi was raised in a close-knit family with six siblings, nurtured by the strong Christian values instilled by her parents. Her mother, a devoted homemaker, and her father, a teacher, and Catholic church deacon, emphasised the importance of education and faith, laying a solid foundation for her future endeavours.
Tshidi’s educational journey began at the Deutsche Internationale Schule in Pretoria, where she matriculated. Fuelled by an Anglo-American bursary, she pursued a B.Eng. in Metallurgical Engineering at the University of Pretoria. After completing her studies, she went to work for the global mining company, where her six-year tenure saw her progress from graduate engineer to senior plant metallurgist. After honing her skills, the desire to carve her own path took prominence and Stenda Trading, a 100% women and youth-owned company was founded in 2016. She then went on to complete her Post Graduate Diploma in General Management as well as a Master’s Degree in Business Administration at GIBS.
“While the lack of female representation is a global business problem across industries and geographies, it is a significant concern in the South African mining industry where recent figures indicate that women make up just 12% of the mining industry, placing our industry behind other mining countries such as Australia and Canada. Even though there has been much improvement, we still have a long way to go and that’s how we entered the male-dominated mining sector, ensuring safety and health for all workers underground as well as solving our client’s pain points,” Tshidi reminisces.
Her tenacity bore fruit and Stenda Trading soon evolved into the Stenda Group, which now include Stenda Trading, Stenda Mining, Stenda Resources, and Stenda Finance. The Group is involved in various mining-related activities including mineral sourcing, exploration, extraction, and contract mining. They also supply underground mining support services, handling everything from conveyor belt maintenance to ventilation, roof support, and road maintenance. With over 300 employees they also provide financial services and assistance within their group through their finance division.
The franchise revelation
In early 2024, a fortuitous advertisement caught Tshidi’s eye: a South African fast-food company was offering a master franchise license in Mauritius. Intrigued, she reached out and met Steven Strange, one of the founders of Sausage Saloon. His passion for the brand was infectious, and she felt an immediate connection.
Before this meeting, Tshidi had spent time, on a family holiday to Mauritius in September 2023 with her husband and children, reflecting. She recalled discussions with her husband about the island's vibrant development and growth potential considering that living there or simply conducting business there may be a viable option. “At the time, I had been considering how I could turn my children into global citizens and grow the Stenda Group into an international business. The franchise opportunity felt like a divine response to our family’s dreams and answered some of my questions about our future,” Tshidi recalls.
Conquering new frontiers
As she continued exploring this possible franchise venture with Sausage Saloon, several aspects attracted her. The sense of family ownership ethos resonated deeply, mirroring the values of Stenda Group. The Sausage Saloon brand’s superior products and potential for global expansion further solidified her decision.
“The benefits of becoming the Sausage Saloon Master Franchisor in Mauritius are compelling. With a proven record of accomplishment in the hotdog market, the brand continuously evolves, staying attuned to consumer preferences. While the path to franchise ownership is not without its challenges, the barriers to entry are very manageable, making it an attainable goal for aspiring business owners” says Tshidi.
Balancing immediate needs with longer-term goals
Owning a business, especially in the fast-paced food industry, requires a well-considered balance between immediate survival and longer-term growth. “Adopting a "no guts, no glory" mindset has guided my decision-making. I focus on keeping operational costs reasonable while reinvesting profits into the business to achieve higher goals. This approach has been essential in maintaining momentum and fostering sustainability” Tshidi says.
Sausage Saloon in Mauritius
Expanding Sausage Saloon to Mauritius felt like a natural progression after the recent successful launch of the brand in the UAE. The island’s booming tourism sector and emerging economy presented a golden opportunity. Notably, the hotdog market remains largely untapped, positioning Tshidi and her team to become market leaders with Sausage Saloon’s superior offering.
“Owning a franchise is not for the faint of heart, what we need is more education on franchising and how it can serve as a tool for creating generational wealth. I advise women aspiring to become franchise partners or owners to surround themselves with supportive people and never give up. Getting to know the franchisor is also imperative because you will be entering into a partnership, and it is essential to get along with them. Ask questions, don’t be shy, and always remember: A franchise is a business within a business, there should be no need to reinvent the wheel. All the systems should be in place, and the support should be there. You just have to get down and do the work,” advises Tshidi.
Tshidi and her team will launch three outlets by the end of 2024 across strategically chosen Mauritian locations, including popular malls and Engen service stations, fully committed to delivering the same exceptional experience customers have become accustomed to in South Africa.
“Our goal is to establish 12 stores in the first two years, paving the way for additional product offerings in supermarkets, hotels, and restaurants. As we spread our wings, the Sausage Saloon team has a vision of having a brand presence in 30 countries by 2030, and the next chapter of this popular hotdog brand’s story is just getting started,” Tshidi confidently states.
“The Sausage Saloon brand is about more than just simple, great food: it’s about bringing people together, and the sustained support, commitment, and encouragement I have received from the Sausage Saloon team in realising my dream, has made this journey very rewarding,” she adds.
Defining success
Reflecting on her career, Tshidi believes that success transcends mere financial achievements. “Success embodies freedom; the freedom to choose how I spend my time, where I work, and the impact I make. I aspire to cultivate a lifestyle where I can participate fully in my three children's lives while being a partner to my husband and pursuing my professional ambitions” says Tshidi.
Her journey reflects the importance of confidence and vision, qualities her late father instilled in her. “It is the belief that I can achieve anything I set my mind to, and I urge young women to dare to dream. Your aspirations are valid, no matter how ambitious they seem,” Tshidi inspires.
She envisions a world where women are recognised as business owners or leaders, devoid of gender labels. “Women bring unique qualities to the table, such as empathy and collaboration, qualities that enhance leadership dynamics. It is essential to create platforms for shared experiences and support rather than competition. The entrepreneurial journey can be lonely and fostering a sense of community is vital for growth and empowerment” she reflects.
Tshidi’s journey from Mamelodi to Mauritius underscores the power of resilience, vision, and a sense of community. “As I take the proud step of representing a unique South African brand on foreign shores, I am motivated not only by Sausage Saloon’s business goals but also by a desire to inspire others. In franchising and beyond, the possibilities are boundless for those willing to leap,” she concludes.
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