The Fire Behind the Fryer: Chantal Sombonos-Van Tonder Is Keeping Chicken Licken South Africa Spicy and Soaring

In a country where fried chicken is practically a love language, Chicken Licken doesn’t just compete – it dominates. But behind the bite-sized legends and saucy TV ads sits a woman who’s quietly redefining what it means to lead with legacy.

A Childhood Marinated in Chicken Licken

Chantal Sombonos-Van Tonder didn’t “join” the family business – she grew up in it. From her earliest days, Chicken Licken wasn’t just a place her dad worked. It was home, heritage, and one day, her future.

Her father, the late George Sombonos, founded Chicken Licken in 1981, after a now-famous trip to the U.S. where he ate his way through America in search of the perfect fried chicken. He struck gold in Waco, Texas, buying a secret recipe for $5,000 after a few glasses of wine and a bold ask. The rest is crispy, golden history.

That recipe became the cornerstone of what would evolve into the world’s most successful non-American-owned fried chicken franchise. Today, Chicken Licken is synonymous with proudly South African flavour – both in taste and brand tone.

Stepping Into Big (Fried Chicken-Scented) Shoes

In 2016, following George’s passing, Chantal stepped fully into the CEO seat. But this wasn’t a handover born out of duty – it was destiny.

“I feel very fortunate to have grown up alongside Chicken Licken, learning firsthand from him how the business operates,” she’s said. That early training didn’t just prepare her for boardrooms and balance sheets – it gave her a rare emotional ownership of the brand’s identity.

She now serves as both CEO and Head of Marketing, a double-duty role that allows her to guide operations while keeping the brand’s tongue-in-cheek, proudly local voice alive.

Image 1: Facebook/Chicken Licken

Holding It Down While Turning It Up

Under Chantal’s leadership, Chicken Licken has stayed spicy – both figuratively and literally. The brand hasn’t just survived in a saturated fast-food market; it’s thrived.

As of the end of 2024, the franchise boasts 286 outlets—274 in South Africa and 12 in Botswana. The company still sells hundreds of thousands of chickens a month and continues to offer franchise opportunities, with investment starting at R4.8 million for inline stores and R6.8 million for Fly-Thru outlets.

It hasn’t all been smooth sailing. Past expansion attempts in countries like Zimbabwe and Nigeria didn’t pan out, thanks to local economic and operational challenges. But Chantal’s kept the brand grounded, focusing on what matters most: owning the South African market with consistency, quality, and cultural relevance.

And it’s working. According to 2024 consumer research by Eighty20, over 16 million South Africans regularly eat at one of just five major fast food brands, with Chicken Licken solidly among them.

A Brand That Claps Back, Even in Advertising

One of Chicken Licken’s standout strengths? Its marketing. In the past few years alone, the brand has racked up 133 Loeries, 8 D&AD Pencils, 7 consecutive “Brand of the Year” titles, and even a Bronze Cannes Lion – proof that its unique sense of humour and local flavour strike the right chord.

Much of that credit goes to Chantal, whose dual role ensures the voice of Chicken Licken remains authentic and unmistakably Mzansi.

Where other fast food giants rely on generic global templates, Chicken Licken goes all in on storytelling, satire, and soul. The brand’s ads are often mini films – funny, fresh, and proudly offbeat. Just like the woman steering the ship.

“If You Believe in It, You Should Be Willing to Die for It”

That’s what George once told Chantal. And it’s a mantra she lives by.

For her, Chicken Licken isn’t a stepping stone or a family obligation – it’s a calling. She honours the past but isn’t stuck in it. Her vision is about maintaining the company’s identity while pushing it forward – gently, but without compromise.

She’s not just keeping Chicken Licken alive. She’s making it matter – to new generations, in new neighbourhoods, and through new challenges.

She’s Got the Sauce.

Chantal Sombonos-Van Tonder isn’t just running one of South Africa’s most beloved fast food franchises. She’s preserving a legacy, evolving a culture, and proving that heart, hustle, and a killer recipe can still win in 2025.

In a world of franchises fighting for attention, Chicken Licken stands firm – local, loud, and absolutely lekker. And with Chantal at the helm, the chicken’s never been more golden.

Also read: Changing of the Guard: Max Oliva Steps In as McDonald’s SA’s New CEO

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Source: Business Tech

Featured Image: Wikipedia