If there’s one thing that South African’s understand, it’s food. We love food! From bobotie to mogodu, eating and making food are as ingrained in South African culture as rugby and amapiano. It’s no wonder that entrepreneurs often choose to open food establishments, and why these thrive.
Kabelo Ndlovu, founder and owner of Ema’bhodweni with Kabelo, chose to do the same. The motivation behind it was two-fold: passion and unemployment.
“I started Ema’bhodweni with Kabelo in 2020, just as the COVID-19 pandemic hit,” Ndlovu recalls. “We were forced to close, but we reopened again in 2022.”
She states that they came back with a bang. “I had the passion for food, a desire to bring quality, affordable meals and show off my culinary skills to my community. I saw a gap in the market for fresh, locally inspired dishes that reflect our Kasi culture, and I wanted to create something that not only feeds people but also connects them through shared experiences.”
Her passion can be summed up in a quote from her Facebook page: Chefs turn ingredients into emotion.
But in addition to her passion, the shocking rate of unemployment in South Africa emphasised the need to build a business that could eventually create employment. “I realised the rate of our unemployed youth, and this gave me the drive to push even more,” she admits.
Since then, the business has grown to be a fast-food outlet situated in Ennerdale that serves an array of South African dishes like kota and burgers.
What’s Cooking
Ndlovu has created an extensive menu of popular foods that her customers love.
Her Kota menu includes kasi favourites, but she also offers popular dishes such as wings, ribs and even wraps and tacos.
She fully believes that the relationship between her and her customers is imperative to the business’s success, defining it as a choice the customer makes to support her business, not that they are buyers whom she happens to target with her marketing.
Marketing Makes a Difference
Marketing has boosted productivity and customer reach through tailored operational and marketing support for Ema’bhodweni with Kabelo.
“Before receiving marketing support, my business relied mostly on word of mouth and online orders.”Ndlovu shares. The online orders she refers to are customers who find her on social media and place orders via a contact number. “I didn’t have a clear brand identity or strategy to reach new customers. My sales were inconsistent, and I struggled to communicate what made my business unique.”
Once she received marketing support from Tiger Brands, the growth was immediate. “The marketing support transformed how I run my business. I learned how to position my brand, use social media effectively, and create campaigns that attract and retain customers. As a result, my visibility increased, and I started seeing steady growth in both sales and customer engagement.
“I’ve learned that marketing is not just about advertising – it’s about storytelling and connection. It helps customers understand your brand’s purpose and builds trust. With the right marketing, even a small business can compete and grow sustainably.”
A key element of learning about your market and understanding customers is knowing that advertising to the Kasi community is different to other communities. Not only is the geography different, but the mindset of the inhabitants is different to individuals living in the inner city or even the suburbs.
“Marketing in the Kasi is about authenticity and community. People value relationships and real experiences more than flashy ads. You have to speak their language, understand their lifestyle, and show that your brand is part of their everyday life.”
Her advice to other food brands is to be consistent with your brand and stay true to your story. “Use social media to showcase your food visually, engage with your customers, and always deliver quality. Most importantly, listen to your community –they’ll tell you what works and what doesn’t. Always try attending events, festivals and markets to increase your visibility,” Ndlovu adds.
Most recently, she has attended the Jams on Ice Grand Festival, but she regularly participates in festivals in the capacity of a vendor. This allows her to blend township taste with festival vibes while generating visibility.
Ndlovu’s journey highlights the importance of marketing in business growth. It shows that marketing should never just be advertising, but rather an exercise in connecting with your audience while communicating that they are the heart and soul of your business’s existence.
If there’s one thing that South African’s understand, it’s food. We love food! From bobotie to mogodu, eating and making food are as ingrained in… Read More
