Become a Franchisee


Excell Catering Equipment, Central South Africa’s leading retailer of commercial kitchen, butchery and bakery equipment, appliances, utensils, buffetware, and hotelware for the hospitality and foodservice industries. Established in 2000, Excell Catering Equipment’s roots are firmly grounded in South Africa.

In our quest to be South Africa’s No 1 Hospitality Equipment retailer in South Africa, Excell Catering Equipment partnered with SA’s Leading Hospitality Equipment Importer, BCE Foodservice Equipment.

As an Excell Catering Equipment franchisee you will be part of a well established company and enjoy the support of leading international and local brands, with a team to help you achieve success and financial rewards.




Sean is a great business mentor and his knowledge in the industry is hard to be matched. 20 years ago he started Excell Catering Equipment with a dream and a passion to become one of South Africa’s top selling equipment suppliers in Central South Africa.

Gaining experience in various positions for a number of companies, from chief buyer, internal sales and receiving manager to sales manager. After 12 years of working for someone else he established Excell Catering Equipment in September 2000.

“As a business owner for the past 2 decades, I believe that a strong business is only achievable through a dedicated team that works together with one common goal!”



Barry is an integral and valuable part of the Excell Catering Equipment Franchisee Support team. He provides hands on training and assists with technical support for franchisees. He has exceptional knowledge on products and services offered.

He joined Excell Catering Equipment as a Sales Representative in May 2003 and was
offered a partnership in 2005.

With Barry’s outstanding support capabilities and the training he provides, it enables franchisees to grow their businesses with confidence.



Ockie’s main responsibilities at Excell Catering Equipment are liaising with customers and offering the best product, price and advice. With 13 years experience in the hospitality industry it enables him to offer more to the client and assist with kitchen layout, demonstrations, recipes, food cost and kitchen safety, health and hygiene training as well as operating and maintaining equipment. He believes in establishing honest and open relationships with clients and wants them to be assured of our best attention at all times.

His other great passion is cooking and trying out new recipes. He joined Excell Catering Equipment in January 2015 and has since been continuously working on keeping up to date with the latest trends and products in the industry.



The principal objective was to design a franchise model which would be financially viable, uncomplicated in its operation and affordable in terms of its establishment costs, thus ensuring a good return on investment. In order to make the franchise opportunity affordable, it was decided that franchisees would operate from smaller premises, than those occupied by the franchisor. Inventory will be kept to a minimum. Excell Catering Equipment outlets shall typically be located in light industrial centers, with the company’s branding and signage highly visible and inviting. Ample parking should be available and rental market related. Franchisees will be provided with sufficient marketing materials and this, together with focused local advertising and networking with prospective customers, should ensure a steady flow of business.

Excell Catering Equipment outlets would be operated and managed by a full time hands-on franchisee. Employing a small but well trained and efficient staff, together with modest rental and low operating costs, makes the franchise proposition attractive and enhances its profitability. Franchisees will lease or purchase a suitable LDV which will be branded as part of the franchise set-up costs, and operated by a driver and an assistant who will also receive comprehensive training, and be responsible for receiving and dispatching of orders and to assist with installations. Technical staff should ideally consist of a senior technician and an assistant. It is advisable to allocate a certain space of your premises as a workshop for carry-in repairs. Bigger equipment can be repaired at the client’s premises. Full technical support will be available at all times from the Franchisor and/or BCE Foodservice Equipment.

Excell Catering Equipment provides its customers with an exceptionally large and comprehensive range of products of the highest quality. Every single kitchen need is provided for, and it is a one-stop shop for its customers in the retail, wholesale, corporate and government sectors.

All our top quality products are offered at highly competitive prices. This, together with its excellent training programme for customers and staff, and its dependable after-sales service, makes the organization the undisputed leader in its field.

Excell has, over the years, cultivated and nurtured a very strong relationship with its suppliers, manufacturers and importers, thereby securing excellent pricing and service. In this regard, the name of BCE Foodservice Equipment, who is a preferred supplier, needs special mention. As a result, bulk discounts are negotiated by the franchisor and are passed on to the franchisees.

Furthermore, Excell Catering Equipment subscribes to a code of ethics and business practices which is designed to have a positive impact on the lives of all with whom it interacts, staff and customers, and to do business with integrity, honesty and openness.



Excell Catering Equipment has an extensive product range, with over 65 leading brands, sourced from reputable local and international suppliers, such as Robot Coupe (vegetable preparation equipment), Fortis Hotelware (crockery and cutlery solutions), Butcherquip and Trespade (butchery equipment), ANKOR (planetary and dough mixers), Hamilton Beach (commercial blenders), Anvil (fryers, toasters, grillers ovens) Piron (combi steam ovens) Brema and Scotsman (ice machines) Bravilor Bonamat (coffee machines).

While Excell Catering Equipment’s primary target market is the hospitality industry, our products are also widely used in the home and office environment.




If you are interested in joining an existing business network, believe in hands – on approach to business management and are willing to work within the parameters of the franchise system, Excell Catering Equipment may have an opportunity for you.

Excell Catering Equipment franchisees are dynamic, ambitious go getters.



Set - up Cost

Set –up Cost is R950, 000.00 (excluding VAT) which provides you with a complete turnkey operation.

Franchisees must have their own cash contribution of 50% of the total set up cost.

Franchise Fee

The Franchise fee is R385, 000.00 (excluding VAT) which secures the right to operate a franchise, using Excell Catering Equipments SA trademarks and business systems. This fee is included in the set-up costs.

Working Capital

The franchisee should have access to around R250, 000.00 to cover their working capital for the first three months.




Northern Cape – SOLD

Eastern Cape – SOLD

Gauteng – 4

KwaZulu Natal - 2

Free State - 1

North West - 1

Western Cape – 3

Limpopo - 1

Mpumalanga – 1


Royalty Fee per month (excluding VAT)

2.5% of sales (Year 1)

3.0% of sales (Year 2)

3.5% of sales (Year 3 +)


Advertising Contribution – R3, 500.00 per month (excluding VAT)

Agreement Term – Ten years with the option to renew for a further ten years.


Registered name                  Excell Franchising (Pty) Ltd

Registration number             2017/391623/07

Head office address             21 Schmidtsdrift Road Kimberley 8301

Contact                                   Sean Kriel

Telephone                             053 861 4301

Cell                                          083 235 0169






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