Midas, the flagship franchise of the family, is a retail store designed around the needs of any vehicle owner, focusing on various product ranges, from motor parts and accessories through to lifestyle equipment. There are over 300 franchised outlets in Southern Africa, including Botswana, Lesotho, Mozambique, Namibia, Swaziland, Zimbabwe and South Africa. The mechanism of distribution to owner managed retail stores continues to be the most successful and efficient. the equity-building menu for the brand is a combination of print media, online presences, sponsorships, radio and TV campaigns with the return on investment being increased member sales.
In addition 25 million seasonal brochures are produced and distributed every year to drive consumer feet into the stores and increase franchise retail sales. A key differentiator for the Midas stores is a focus on quality product, from both the global brands and the Groups’ own private label brands. This allows the Midas franchise network to offer countrywide guarantees against manufacturers’ defects on all product it sells.