By Margaret Harris

Fast-food entrepreneur tells Margaret Harris the secret of his success

Ishmael Moloko, owner of six McDonald's outlets, believes that treating staff with care and consideration pays big dividends.

'To succeed, you need to have a clear understanding of the ever-changing needs of your customers'

• What is expected of aspirant franchisees

• It's important to do your homework

Ishmael Moloko, the owner of six McDonald's restaurants, wasn't always a business owner.

In fact, Ishmael, 52, started out as a manager and then a general manager of National Sorgum Breweries. His positive attitude has had much to do with his success.

"Keep your finger on the pulse, stay focused and believe you can handle uncertainties or challenges, and use opportunities as they come," he advises.

Keep your customers happy.

Ishmael knows that keeping his customers happy makes sense - and cents.

Fast-food outlets have little time to charm their clientele.

Patrons want to grab a bite and move on, which means the restaurant must be able to meet their needs quickly and efficiently.

"The quick-service restaurant business, by its nature, operates in a very competitive environment.

"To succeed, you need to have a clear understanding of the ever-changing needs of your customers and a serious desire and ability to satisfy those needs better than your competitors," says Ishmael.

But letting the stress of getting orders out to customers promptly is no excuse for the shoddy treatment of colleagues or other members of the team.

"Your ability to work with others - be they suppliers, financiers or other personnel in support functions - and the ability to keep those around you motivated and focused on the task at hand are some of the important attributes you will need."

Your staff are your access.

Selling burgers may be his bread and butter, but Ishmael is well aware that his staff who are important assets in his business, need to have the skills to make his business a success.

"Train and develop your people, because, in so doing, you are not only enhancing the value of your most important asset.

"But you can also unleash the potential within them that will benefit them and your business in many ways."

Ishmael says he made a decision one day that he would no longer work for his money.

The time had come for it to work for him.

"At around the same time, I attended an unscheduled interview with a visiting McDonald's executive, and after that encounter, I was convinced that starting my own business with McDonald's as a partner was the way to go."

Six stores later, it seems to have been a sound decision.

He urges other entrepreneurs to take the franchising route.

"Franchising with a reputable franchiser should help you to minimise the chances of failure, making the decision to go into franchising a good one."

He adds that those interested in becoming a franchisee should:

• Take the necessary action now rather than later;

• Acquire the necessary education and skills;

• Save money, no matter how little; and

• Make an effort to identify suitable business partners "as experienced and trustworthy as McDonald's".

But being under the protective arm of a franchiser will not remove the usual concerns of running a business.

Ishmael says he has a challenge to remain relevant by keeping up with changes and meeting the expectations of his customers.

He must also "attract and retain the right people who will always measure up to their tasks and responsibilities and sustain the growth and profitability of the business".

Ultimately, he believes that treating all people - be they customers, members of staff or the greater community - with care and consideration will pay big dividends.

"Have both passion and compassion - passion in what you do will motivate you to aspire to be the best, and compassion in giving back to the communities within which you do business.

This can only strengthen their trust in you, as well as your brand."

What McDonald's wants from its franchisees:

• A person of high professional and business integrity;

• A strong business background, with special emphasis on interpersonal skills, team leadership and financial management, or compatible experience;

• A willingness to personally devote full time and best efforts to the day-to-day operation of the restaurant as an on-premises franchisee;

• An entrepreneurial spirit and a strong desire to succeed;

• The ability to successfully complete a training and evaluation programme for a minimum of nine months full-time;

• The flexibility to relocate within a large geographic area for a restaurant opportunity; and

• The ability to meet the financial requirements.

• A new restaurant costs between R4-million and R5-million, some of which can be funded.

The rest must be put down as unencumbered capital - McDonald's likes to get between 30% and 40% in this form.