Simbisa Brands says aggressive marketing campaigns, promotional pricing and product quality improvements drove strong customer traffic growth in the third quarter ended 31 March 2026, helping the quick-service restaurant group expand market share despite mounting operating cost pressures.
In its latest trading update, the regional fast-food operator reported a 23 percent increase in quarterly revenue to US$85,3 million, supported by a 14 percent rise in customer volumes to 16,3 million.
Average customer spend also increased by eight percent to US$5,23.
Group chief executive Basil Dionisio said targeted customer engagement strategies played a central role in the improved performance.
“Enhanced product quality, targeted marketing campaigns and strategic promotional activity contributed to a notable increase in customer volumes compared to the prior year period,” Dionisio said.
The performance highlights the growing importance of customer-focused marketing and value offerings in maintaining competitiveness within the quick-service restaurant sector, where inflationary pressures continue to weigh on consumer spending.
Zimbabwe remained the group’s largest market, with revenue rising 26 percent to US$61,9 million during the quarter. Customer traffic in the domestic market increased 12 percent to 12,6 million.
Simbisa said promotional initiatives, including day-specific deals and value-focused campaigns, helped attract more customers while holding menu prices steady. Product innovation and basket meal offerings also lifted average spend.
Delivery services continued to emerge as a major growth driver in Zimbabwe, with order volumes surging 83 percent over the period.
“Performance in the delivery segment remained particularly strong, supported by a growing delivery fleet and improved zoning efficiencies,” Dionisio said.
The group also continued expanding its local footprint, introducing the Pastino brand into Zimbabwe while pressing ahead with store refurbishments and broader operational upgrades.
In Kenya, revenue increased 15 percent to US$21,6 million as customer volumes climbed 21 percent to 3,5 million, reflecting strong demand driven by promotional activity and expanded value meal offerings.
However, the aggressive pricing strategy weighed on spending per customer, with average transaction values declining five percent.
“Promotional activity and the introduction of additional value meal offerings impacted average spend; however, the resulting growth in customer counts and overall revenue validated the pricing strategy,” Dionisio said.
Delivery growth in Kenya remained robust, with volumes up 71 percent, supported by the expansion of in-house logistics operations and partnerships with third-party delivery providers.
Dionisio said the Kenyan business is now averaging about 6 000 deliveries per day, with delivery contributions in major brands moving closer to the company’s target of 30 percent of total market turnover.
In Eswatini, revenue rose 26 percent to US$1,4 million, driven by network expansion, stronger brand visibility and intensified promotional efforts.
Over the past 12 months, Simbisa added 29 counters across its regional operations, taking its total footprint to 751 counters. A further 17 outlets are expected to open in the fourth quarter of 2026.
Despite higher fuel costs and inflationary pressures squeezing margins, the group said it remains focused on protecting profitability through tighter cost controls, supply chain efficiencies and energy-saving measures.