The food industry is ever changing and with that comes new fan favourites. From pizza to burgers to hot wings, there is a fast-food chain for everything. With all these offers, it was a surprise that no one had thought about gourmet hot dogs, and that is where Sausage Saloon comes in.
In this week’s SME Founder Focus, we interview Steven Strange, the founder of the popular fast-food restaurant Sausage Saloon.
Strange started his career in the food industry at a young age. He started by working with his mother, running a burger shop on Germiston’s main road. The business was highly successful and that presented new and better opportunities which lead to the Strange family becoming involved with Mike’s Kitchen as franchisees.
“The Strange family has always loved the catering industry, from running large 350-seater steakhouses to doing specialised functions and stadium catering. Eventually, the family owned four large steakhouses and won the Sunday Times Steakhouse of the Year award at the Boksburg branch,” Strange explains.
One Sausage Saloon Hotdog at a Time
After gaining experience by working with the Mike’s Kitchen Group for years, the Strange family realised it was time for something new. After much research, they realised that there was a gap in the market for gourmet hotdogs served fast, fresh and tasty. This was the beginning of Sausage Saloon.
Sausage Saloon is a fast-food business which specialises in gourmet hotdogs. The brand has an extensive menu with over five thousand hotdogs, toppings and sauces such as ketchup, gherkins, onions, jalapeno and garlic. Additionally, the company also offers a South African classic: The Boerie Roll.
“South Africa has a vibrant QSR sector with numerous local and international brands trading well. We have successfully managed to grow and maintain our market position by offering a unique selection of gourmet hotdogs and I am glad that people enjoy them,” he says.
Developing The Right Recipe
When it comes to business strategy, Strange says that it was always about staying fresh with effective marketing, maintaining quality and consistency and offering a good value proposition.
Additionally, the company has a successful franchise offering. With over a hundred stores in South Africa and the United Arab Emirates (UAE), the company is preparing to open its first franchise in Mauritius followed by two more stores.
He says that, “Key elements such as training, development, and community engagement have also played a significant role in our success. Additionally, franchising and master franchising have enabled us to expand rapidly into strategically selected locations.”
Strange says that one of the biggest challenges has been wanting to make their mark on a highly competitive industry. On top of that, finding the right location for the stores and marketing without initial funding were other hills that they had to climb.
“Having a fantastic idea with big dreams of exploding onto new markets with your gourmet hotdogs is one thing, but making sure everyone in South Africa knows about it is another,” he explained. “Coming into the food industry was daunting, but we remained committed to our strategy, focusing on customer satisfaction to navigate those early years successfully.”
Sausage Saloon is Cooking
Going into 2025, there are big plans for Sausage Saloon. One of those is to launch healthier menu options. Additionally, the company is planning on leveraging artificial intelligence to personalise the customer experience and make delivery and takeaway experience more convenient for customers.
In terms of expansion, Strange says the goal is to keep working to meet the two thousand stores goal for 2030. Globally, the organisation is targeting twenty countries to enhance its footprint and presence. Locally, Sausage Saloon will open new stores, food trucks and mobile units, and foster collaborations in schools, forecourts, stadiums etc.
“Keeping Sausage Saloon updated with the latest global trends is an ongoing effort. Our expansion plans for the next five years are ambitious, and we are going to keep up the efforts to provide our customers with fresh and tasty food,” Strange excitedly shares.
Strange’s advice for any entrepreneurs looking to start a business or join in a franchise is to conduct thorough research. He says that entrepreneurs need to avoid investing money in a business they can’t control and to leverage the systems and resources to develop the business properly.
“It’s crucial to conduct thorough research and create your business plan, even when joining an established brand. Leverage the available systems, marketing resources, training facilities, and development programmes. Prioritise your customer’s experience and enjoy the journey of taking over the world,” he concludes.
