Bringing Kasi to the Mall: The Story of Nenes Food Brands
Bringing Kasi to the Mall: The Story of Nenes Food Brands. Anje Yamo Nene’s journey began not in a corporate boardroom but on the streets, cooking kasi-style kotas for passersby from a mobile trailer. That simple act of serving community favorites became the foundation of Nenes Food Brands, a fast-growing chain that’s making kotas as beloved as burgers and pizza. Now with six outlets across Midrand, Johannesburg and Pretoria, Nenes has grown beyond street stalls to mainstream recognition.
From Food Trailer to Franchise Freedom
Starting in trailers, Anje quickly adapted to the realities of running a food business. When Covid hit, mobility became a hurdle. He pivoted by opening outlets in malls, even though the contract negotiations and operational demands were daunting. The shift from informal trade to structured retail was a defining moment, one that required courage, agility and the confidence to trade fear for growth.
Milestones That Mapped the Rise of Nenes
1. Street Kitchen Origins
Anje started Nenes from a mobile trailer, serving kotas in township areas, host environments where authenticity and flavour built the brand’s foundation.
2. First Mall Store Takes Shape
The jump from trailer to mall changed everything, bringing consistency, visibility and new clientele, despite the challenges of construction delays and landlord relationships.
3. Multi-Outlet Expansion
Today, Nenes counts six outlets, two in Midrand, three in Johannesburg proper and one in Pretoria, demonstrating steady and widespread growth across Gauteng.
4. Recognized Among the Best
Anje was named one of Mail & Guardian’s 200 Young South Africans of 2024, a milestone that boosted credibility and consumer trust.
Challenges Faced and Conquered
Moving into mall spaces came with supply chain complexities, delays and unexpected costs. Yet Anje refused to pause. He absorbed the setbacks, negotiated through uncertainty and emerged with multiple new contracts already lined up. His mantra became clear: growing means getting comfortable being uncomfortable.
Strategic Lessons from Nenes’ Growth
1. Start with your culture’s comfort food
Kotas were always part of community life. Elevate what people love and trust.
2. Pivot to permanence when opportunity meets need
Trailers offered flexibility. Mall stores offered visibility and professional infrastructure.
3. Visibility breeds legitimacy
Listing your store in directories and earning media coverage builds authority.
4. Be hands-on at every level
Anje regularly visits outlets, connects with managers, suppliers, centre managers and customers, maintaining quality and culture as the brand grows.
5. Seek recognition that reinforces reputation
High-profile recognition fuels public trust and it signals to investors and partners that you are serious.
6. Let discomfort drive growth
Pivoting during Covid and managing mall entry is not comfort zone territory. Embrace the pressure, it propels scaling.
Looking Ahead at the Nenes Vision
Anje sees kota not just as a food item, but as an identity. His vision is to make it as ubiquitous globally as burgers or pizza. With franchising on the horizon and foundational outlets already making an impact, Nenes promises to offer South African township culture on international plates.
