Engen, South Africa’s leading fuel retailer, has chalked up another win for its black economic empowerment programme with the appointment of Getrude Rabothata as the franchise owner of a service station in Soweto, Johannesburg.

The Ma Africa1-Plus urban retail site in Soweto’s Bendile Road, Zola North launched on Friday, 19 April in an official ribbon cutting ceremony.

Beacon of transformation

“The opening of black-owned 1-Plus urban service station is a beacon of transformation within the industry,” says Engen’s general manager of Sales and Marketing, Joe Mahlo. “The appointment of Ms Rabothata is a boon for empowerment in the business, including the customer-facing side.”

Engen is targeting 50% black ownership of its franchises through various initiatives, including a retail franchise funding partnership with the NEF, the appointment of other (unfunded) black franchise owners, and revamping of its facilities in Gauteng’s townships.

Premium site

Ma Africa will join Engen’s other premium sites with a high expected fuel throughput, Corner Bakery franchise and Quickshop convenience offering. Currently there are 47-Plus sites in the country and 1063 service stations overall.

The forecourt and store will opened with a promotion on a 2l Coke and pie for R19.90. “We can’t wait to do business in Soweto and deliver excellent service and products to the community," says Rabothata.

The year of BEE in retail

In 2013, Engen is focusing much of its retail service strategy on site selection. The company has budgeted R100-million to upgrade key sites around the country and bring new sites on stream.

“2013 will be the year in which we open a range of premium black-owned sites around Gauteng’s townships,” added Mahlo.