The Dulce Story

The first Dulce retail store opened in Rink Street in Port Elizabeth in 1984.Dulce became synonymous with a high quality ice-cream product in the Eastern Cape. The product was manufactured on site and sold from the machines to the customer across the counter ie “straight from the cow to the cone”.Rink Street Dulce was bought by Lee and Licia Caldecott. Lee Caldecott is still with the management team today. Lee Caldecott being responsible for store design and project management, and Licia, his wife, for menu research and development.After numerous requests from people wanting to set up replicas of the Rink Street store, the Dulce Café Franchise Operation was established in 1994, Lee having then built, run and sold three of his own stores. 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 Dulce, joined the group in 1994, contributing his management and financial skills which when combined with Lee Caldecott’s flair and operational experience, created a strong management team which is still part of the Dule group today .

Between 1995 and 2002, over 25 more stores were opened nationally, concentrating on regional shopping centres, and small towns or niches where they had captured markets.  The last 2 years were a period of consolidation after a management buy out of the Franchise , and the real Dulce Café Franchise of today was born.The coffee shop industry had become saturated in the South African market and especially in regional shopping centres. Dulce 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 Dulce Espresso concept.The Dulce Espresso Bars can be found in captured markets such as hospitals, universities, business parks, casino’s, 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.What makes Dulce stand out from the overcrowded coffee market? “Dulce has captured a niche in the market by placing ourselves strategically between a restaurant and a coffee shop, classifying ourselves as a continental café or espresso bar in the true European tradition by serving 4 major products, namely, food, liquor, coffee and ice-cream” says Lee Caldecott, “this has led to us having one of the most successful concepts and appealing menus in the country”.40 stores were operating nationally by the end of 2003, with a projected increase to 48 stores during 2004.

Martin Fuller, joined as business development director of Dulce, adding his international business experience background to the team. Our marketing consultant Brigid Ryall, came on board full time as the National Marketing Manager.Also, an initial exploration into the selling of the Dulce Franchising concept into countries or regions outside South Africa as Master Licences was started in 2004. Dulce Café grew steadily locally in South Africa throughout 2005 , and a permanent Head Office was established by acquiring the 1922 Bay Hotel in Port Elizabeth.  Offices were established in all the major centres in South Africa.  The Operations Support department was restructured under its new manager, Marc Strydom, and Tracy Harris was appointed as the Financial Director, both appointments significantly strengthening the team.An agreement was signed with Remza , a Bahraini based company to expand the Franchise into certain areas of the Middle East in 2006.  The first international Dulce was opened in September 2006 in Bahrain .  Dulce Café stores expanded to reach 62 outlets by late 2006, and a new concept called Deli Biscotti was developed for Franchising early in 2007,  with 8 stores planned by year end.  Dulce 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 from November 2006.  Dulce also expanded outside its SA borders into the SADC area with stores opening in Namibia and Gabarone by early 2007.

The Dulce group expanded in late 2007 / early 2008, in setting up 2 more Franchise concepts:

Ayobayo, to target a niche in the African market, to franchise a vibey concept selling affordable more African, mixed meats, starches and sauces in combination sit down / take away sites.

The first of these Ayobayos www.ayobayo.co.za opened in April 08 in Rissik Street JHB, and 6 more sites are scheduled before year end.

Pizza Guys, www.pizzaguys.co.za, a successful Port Elizabeth sit down Pizza restaurant, has been franchised in partnership with the owner & developer Guy Thompson, and a first franchised store to open in Gauteng in late 2008, and a second in early 2009.

The Dulce Groups successful expansion with our partners; Remza, in the Middle East will go to the next level with the 4th store opening in August in Burjaman Mall Dubai, and controlled expansion planned early next year 2009 into Saudi Arabia.

The Dulce Group should at year end total 65 Dulce Cafés, 8 Deli Biscottis, 7 Ayobayos and 2 Pizza Guys.