August 21, 2012 - Sandwich Baron is pleased to announce that its new Halaal store in Sandton Close 2, corner 5th Street and Norwich Close, is ready to serve its consumers with a variety of freshly prepared sandwiches and meal alternatives.

The company has registered as an approved Halaal vendor with the South African National Halaal Authority (SANHA), but will cater to regular Sandwich Baron customers as well. The menu at Sandwich Baron Sandton is similar to the company’s other franchises, with the major difference being the removal of all pork products including bacon, which have been replaced with Macon and other beef offerings, all of which that meet Halaal criteria.

Sandwich Baron Sandton, which is owned by Ismail Cassim, who has background experience in both finance and food franchising, opened at the end of last month. Cassim, who is also the owner of a non-competitor food franchise and has served as the Chief Financial Officer for two companies, saw an opportunity in the market following a number of Halaal platter requests.

Sandwich Baron’s Managing Director, Sally J’Arlette-Joy notes that the decision to open a Halaal store was driven by market demand.

“For quite some time, we recognised the demand in the food franchise industry for Halaal platters and meal offerings, and identified that our menu could easily be converted to cater for this specific market.

“We are confident that through the necessary support and efficient management which Ismail brings with him, Sandwich Baron Sandton will become one of our leading stores and will pave the way for our long-term competiveness in a brand new market.”

Sandton was the chosen location for Sandwich Baron’s first Halaal store owing to it close proximity to numerous corporate businesses, and the opportunity to market the store to high-end customers. Further, owing to its central location, numerous people with Halaal requirements will be able to visit the store from surrounding areas.

Once the pilot store has been successfully operating for a period of time, Sandwich Baron plans to capitalise on the prospect by opening more Halaal stores.

“Our current strategy in this regard will be to target major metropolitan areas outside of Gauteng where there is a substantial demand for convenient and enticing Halaal food options, particularly in Cape Town and Durban,” concludes J’Arlette-Joy.

For more information on Sandwich Baron, visit www.sandwichbaron.co.za.

View Company Website: http://www.sandwichbaron.co.za