Rival designer popcorn stands can now duke it out

20 January 2017 - 18:05 By Tmg Digital
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An entrepreneur has fought back from failure to bring a new offering for Johannesburgers' taste buds - gourmet popcorn‚ now open at the Montecasino entertainment complex.

Emilio’s Gourmet Popcorn promises to deliver "confectioneries" such as popcorn ice-cream‚ popcorn waffles‚ popcorn ice cream sandwiches made with freshly baked cookies and brownies‚ popcorn donuts and popcorn macaroons.

His products will have to compete with Maverick and Jane‚ at The Zone @ Rosebank‚ which has become known for its flavours like caramel‚ hazelnut and peppermint.

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Founder and owner Emile Alexander started the business in April 2015 using a R1‚500 loan.

He hopes his previous experience as an entrepreneur will stand him in good stead.

“In 2011 I lost everything I had after two franchises I owned‚ closed down. With the passion I have for business and food‚ I was able to see this gap in the market and turn my life around through it.”

Emile started creating different types and flavours of gourmet popcorn and could often be seen selling his goods at Market on Main‚ Neighbourgoods Market‚ 1Fox and the Fourways Farmers Market‚ before finally opening his own store at Montecasino. “I currently employ 15 people permanently and I hope to create around 50 new jobs in the next 12 months.”

Maverick and Jane was founded by Rayhaan Jhetam‚ a CA‚ who brought the idea of designer popcorn to South Africa after six years in the United Arab Emirates‚ where he served in positions at KPMG and Al Hilal Bank. He told the Financial Mail last year: "I really wanted to come back to SA with a clear agenda and commitment — there is so much work to be done here‚ in terms of unemployment‚ education and social welfare. I thought no matter how small‚ I could make a difference from an SME perspective."

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