Marcel’s opens new store at Gateway Theatre of Shopping

SOUTH AFRICA – Marcel’s Frozen Yoghurt has officially opened its newest store at Gateway Theatre of Shopping in uMhlanga, continuing its strategic expansion across South Africa.

This development follows the recent launch of another outlet at Laguna Mall in Langebaan, a move aimed at capitalizing on the summer holiday season.

Marcel’s, known for its premium all-natural frozen yoghurt, now operates 27 outlets in South Africa, consisting of 14 corporately owned stores and 13 franchises, alongside seven international locations in Saudi Arabia and Botswana.

Earlier this year, the brand also inaugurated stores at Ballito Junction and SPAR Groote Schuur, strengthening its presence in key regions.

Nicole Westvig, Managing Director of Marcel’s, highlighted that the company’s success lies in its commitment to quality and consistency.

She remarked that the use of premium, all-natural ingredients has been a cornerstone of the business, earning the brand over 50 awards at the SA Dairy Championships, including the prestigious Qualité Award eight times.

According to Westvig, the company has always prioritized product integrity and customer satisfaction, which has helped maintain its market position.

Marcel’s operates through an over-the-counter service model and has extended its product range to include items such as frozen yoghurt cakes and preservative-free drinking yoghurts, catering to evolving consumer demands.

The company’s reach extends beyond its retail outlets, as it also supplies packaged products to major South African retailers, including Spar, Pick n Pay, and Checkers.

Furthermore, Marcel’s manufactures private-label frozen yoghurt for these chains, solidifying its position in the local market.

While frozen dessert brands face challenges from shifting consumer behaviors and the lasting effects of the COVID-19 pandemic, Marcel’s has remained resilient.

Westvig emphasized the importance of seeking growth opportunities despite economic pressures, revealing that the company is actively exploring new markets both nationally and internationally.

She stated that in the past six months alone, Marcel’s had opened two new franchised stores and acquired a second brand to compete in the healthier food segment.

The company’s strategic use of the franchise model has been a key driver of its sustained growth, enabling reinvestment in production, product development, and targeted marketing campaigns.