DULCEW CAFE
Restaurant in Cape Town

Dulcé became synonymous with a high quality ice-cream product in the Eastern Cape. The experience gained by developing and running these stores was the ideal way to create a winning concept, business system and menu. Mike Pullen, now the MD of Dulcé International (operating the brand name outside of SA and SADC), joined the group in 1994, contributing his management and financial skills. Between 1995 and 2003, over 25 more stores were opened nationally, concentrating on regional shopping centres, and small towns or niches where they had captured markets. The 2 years from 2001 was a period of consolidation after a management buy out of the Franchise, and the real Dulcé Café Franchise of today was born. The coffee shop industry had become saturated in the South African market and especially in regional shopping centres. Dulcé therefore carried out extensive research throughout Europe and the UK in order to establish a certain concept that would be more suitable for alternative market environments and require less capital, hence the establishment of the Dulcé Espresso concept. The Dulcé Espresso Bars can be found in captured markets such as hospitals, universities, business parks, casinos, hotels and airports. Many of these smaller outlets have the ability to achieve the same bottom line as the larger outlets, because of their lower overhead cost structures. Martin Fuller, joined as business development director of Dulcé in 2003, adding his international business experience background to the team. Our marketing consultant Brigid Jaucot, came on board full time as the National Marketing Manager. Also, an initial exploration into the selling of the Dulcé Franchising concept into countries or regions outside South Africa as Master Licences was started in Dulcé Café increased its advertising drive through its newly appointed advertising company, Artifact, and a whole new corporate ID was rolled out by mid year, culminating in a TV advertising campaign in late Dulcé also expanded outside its SA borders into the SADC area with stores opening in Namibia and Gabarone in Dulcé Cafe’s successful expansion with our partners in the Middle East, was halted, and mutually dissolved in 2009 when both parties expansion plans diverged significantly. It was decided to look externally to the company, utilising experts in their fields, to develop a new store design and a new menu. The process was started in 2010, culminating in an exciting new store design and new menu. The menu was implemented in late 2010, and the roll out of new stores and steady revamp of existing stores has been in progress from Further expansion in Africa will also take place, a store opened in Tanzania in 2012, and a store will open in Ghana in late The company is now operating both brand concepts independently, under common management, consolidating initially, and then expanding from mid 2013, utilising the positives & strengths of both companies.