Seismic shifts in consumer preferences are underway, as a growing number of customers become more discerning with their purchases. The quest to maximise value is now the primary influence on purchasing decisions, rather than the pursuit of brand loyalty and affinity, which was previously the case, says John Nicolakakis, CEO of Roman’s Pizza.
Nicolakakis says these evolving shopping and consumption patterns are largely a response to the rising cost of living and the diminishing value of disposable income, which has come under severe strain due to a range of factors, including high interest rates, soaring electricity and food prices, transport costs, and escalating fuel prices.
“With the increasing geopolitical tensions and war in the Middle East, we expect unprecedented downward pressure on disposable income, as fuel prices are set to shoot through the roof, which will have a domino effect on the already high cost of living. More than ever, hard-pressed consumers now seek to make their rands stretch further to cover their basic needs and feed their families, which is not always easy,” says Nicolakakis.
He notes that with GDP growth projected at an anaemic 1.6% in 2026, unemployment hovering above 31%, and youth unemployment exceeding 46%, South African households continue to face significant financial pressure. While inflation has eased to roughly 3.5%, the cumulative impact of rising costs over recent years continues to shape how consumers spend. As a result, South Africans are becoming far more intentional with their purchasing decisions.
He says that the fast-food sector, a rapidly growing multibillion-rand industry with market value estimates ranging from over R50 billion to projected highs of R90 billion by 2026, will not be insulated from these internal and external headwinds.
“Notwithstanding these challenges, South Africans are not simply looking for the cheapest option. For many hard-pressed consumers, ‘value’ is no longer a marketing buzzword; it is the decision made before every swipe of a bank card or tap on a delivery app. For millions of South African consumers, value is the financial calculation they make before and after every purchase.
They are seeking the best value for money: a combination of quality, quantity, and affordability that respects their budget without making them feel as though they are compromising. Whether walking into a quick-service restaurant or ordering through an app, consumers are making calculated decisions—comparing, evaluating, and demanding tangible value,” says Nicolakakis.
He points out that his company’s research shows that today’s fast-food consumer wants more than just low prices. They expect quality, customisation, and ethical alignment, all at a price point that fits within their financial limits.
“This shift has had a profound impact on the fast-food sector. Today’s customers are more informed, more price-savvy, and more strategic in their choices. They compare options quickly, whether online or through delivery platforms, and are willing to switch brands if they feel they are not receiving fair value for their money,” he says.
He dismisses the notion that value simply means low prices.
“In reality, true value is far more nuanced. This is where value-driven brands like Roman’s Pizza have found their opportunity. By offering a product that feels indulgent yet remains affordable, the brand has captured a segment of consumers who might previously have chosen more expensive dining options.
When consumers believe they are receiving genuine value, they reward brands with loyalty and long-term commitment. After more than three decades in business, one principle remains clear for Roman’s Pizza: when every rand counts, brands that respect consumers’ budgets without compromising on quality are the ones that endure,” says Nicolakakis.
He says his company’s products serve as a benchmark for competitive pricing, diversified use of ingredients, and inclusiveness that caters to diverse customers, preferences, and dietary requirements.
This competitive pricing, which does not compromise on quality and variety, stands in contrast to stubbornly high price increases for staple foods such as canned pilchards, eggs, individually quick frozen (IQF) chicken, brown bread, sunflower oil, and white maize meal.
These items have exhibited patterns of price stickiness and widening retail margins, according to the Competition Commission’s inaugural Cost of Living Report, which assesses the affordability of basic goods and services in South Africa.
“Few brands illustrate the power of a value-driven strategy more compellingly than Roman’s Pizza. Founded in 1993, when Arthur Nicolakakis acquired a struggling pizzeria, the vision was remarkably clear from the start: ‘To provide the best quality product at the lowest price.’
More than three decades later, that vision remains not only intact but central to a national success story. Roman’s Pizza continues to aim ‘to be the best value for money in the industry,’ and the brand’s performance confirms the strength of this positioning,” he says.
South Africa’s economic outlook will continue to present both challenges and opportunities for consumers and businesses in the years ahead. However, challenging environments also clarify what truly matters. For brands, the lesson is simple: value cannot be an afterthought. It must be embedded in the culture of the organisation, reflected in operational discipline, and reinforced through a consistent commitment to quality.
