However, it is the growth of its core operations that is the essential focus of the group. To this end, Surefire has embraced the concept of franchising. Surefire has recognised that in South Africa the opportunities that franchising affords for brand expansion are vast. (For example, 43% of all retail trade in the United States of America is conducted via franchised outlets, as compared with only 9% of the retail trade in South Africa). There is obviously much room for the growth of franchising in this country.
Given the wealth of the franchising, marketing and financial management expertise of Surefire’s key members, their hands-on operational control, and their focus on value-adding new brands, Surefire Franchise Developments carefully conceived expansion policies represent a “surefire” path to success.