From Muffins to Micro‑Franchises: How Morero Moloi Turned McMore International into a Social Impact Success
From Muffins to Micro‑Franchises: How Morero Moloi Turned McMore International into a Social Impact Success. When Morero Nhlanhla Moloi, known as the Muffin Man, launched McMore International in July 2020, it began modestly from his great‑grandmother’s back room in Orlando West, Soweto. His vision was simple yet bold: bake muffins and build a franchising platform that could empower everyday South Africans. In under five years, Moloi has transformed a humble kitchen operation into a franchising engine that champions inclusion and entrepreneurship.
A Vision Rooted in Legacy
Moloi credits his grandmother, a street vendor, as his first inspiration. He watched her work and absorbed lessons about resilience and informal enterprise. That foundation shaped his ambition to formalize vending through micro‑franchising, offering an entry point for individuals who were traditionally excluded, those with limited literacy, no capital, or no formal background.
Starting Small, Thinking Big
Although officially registered in 2016, the business did not begin baking until 2020. Moloi spent years developing the idea, investing in advice from graphic designers, accountants, and franchising experts. With minimal capital, he ran baking trials during the early months of the pandemic, simultaneously launching a micro‑franchise model designed for aspiring vendors to sell freshly baked muffins.
Breaking Barriers in Franchising
The traditional franchising sector in South Africa has been inaccessible to many. Moloi’s approach sought to disrupt the norm. Franchisees received not just product stock but also branded packaging, flyers, Speedpoint devices, and support systems. Initial franchise fees dropped from R50 000 to as low as R5 000 during the pandemic, making the opportunity accessible to those hardest hit.
Support from SEFA Elevated Growth
In 2021, Moloi secured funding from the Youth Challenge Fund, a 50 percent grant and 50 percent loan scheme, through the Small Enterprise Finance Agency. This boost allowed him to scale his production, purchase a generator, and move operations from a back room into a full‑scale factory.
Scaling with a Social Mission
McMore International’s model now includes:
- Eight daily‑baked muffin flavours like Chocochino and Blueberry Bliss
- 24 permanent employees and 23 active micro‑franchisees across South Africa
- Expansion into Mpumalanga, KwaZulu‑Natal, and Western Cape, with aim to onboard 200 more franchisees
Moloi has also diversified the brand with biscuits and gluten‑free options, targeting both retail outlets and institutional buyers like private hospitals and SuperSpar stores. Plans extend to international markets including the USA, Netherlands, Ghana, and Mozambique.
Overcoming Dyslexia, ADHD and Industry Hurdles
Moloi’s personal challenges with dyslexia and ADHD did not deter him. He credits perseverance and clear purpose for transforming obstacles into fuel for growth. The strict regulations of food manufacturing and stiff competition from large industry players posed early barriers, overcome through participation in the SAB Foundation Tholoana Enterprise Programme, which provided mentorship, structure, and financial support.
Lessons for Aspiring Entrepreneurs
Leverage Personal Story for Purpose
Moloi integrated his family history and personal struggles into a mission that resonates. Entrepreneurs should find authentic stories that align with business purpose.
Start with a Pilot, Not a Big Gamble
Instead of large upfront investment, Moloi tested his franchise model during the pandemic. Pilots reduce risk and build proof of concept.
Lower Barriers to Entry
By reducing franchise fees to R5 000 during Covid‑19, Moloi opened doors for those previously left behind, illustrating that affordability drives inclusion and scale.
Use Hybrid Funding Models
The combination of grants and loans from SEFA helped fund infrastructure upgrades without sacrificing control, a strategic balance many startups overlook.
Build Product Diversity and Distribution Advantage
By offering multiple flavours and formats plus distribution in retail and institutional channels, McMore mitigates risk and captures different revenue streams.
Turning Muffins into Movement
Morero Moloi’s journey from an Orlando West kitchen to a multi‑regional social franchising business offers a blueprint for entrepreneurism with empathy. His experience shows that purpose paired with smart strategy can build brands that sell products and change lives.
