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Conversion of Brazilian Café Restaurants to Torrador Brand

Conversion of Brazilian Café Restaurants to Torrador Brand

Famous Brands Limited and Shell South Africa Marketing (Proprietary) Limited have announced that the current Brazilian Café coffee offering situated on the forecourts of certain Shell retail sites will undergo a planned phase-in-phase-out process and be converted to either a vida e caffè or TORRADOR coffee bar, a sister brand owned by vida e caffè.

Darren Hele, Chief Operating Officer of Famous Brands, says, “This conversion is the result of amicable discussions between Famous Brands and Shell whereby Famous Brands has mutually agreed with Shell to exit this niche part of our food service offering.  The scope of the conversion is limited to a total of 50 Shell retail sites, which collectively contribute less than 0.37% of Famous Brands’ South African retail turnover.”

“During this conversion, which will take place over the coming months, Famous Brands will continue to service and partner with Shell regarding the balance of the existing Brazilian Café offering.”

Hele clarifies, “Our existing and other range of mainstream food service offering brands (Steers, Steers Diner and Debonairs Pizza) are the subject of a long-standing strategic alliance partnership between Famous Brands and Shell, and this remains unchanged.”

Debbie Foley, Marketing Manager for Shell says “We respect the manner in which Famous Brands has co–operated with us regarding this conversion.  Their response typifies our excellent working relationship and if anything, has served to strengthen the bond between our two companies; it does not affect our long-standing strategic partnership in any way.”

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