We aim to be the fast-food joint for the next generation


From acquiring a single brand restaurant in 2017
to a R20 million turnover last year!

SmartFoods is well-positioned to become the ‘fast-food joint for the next generation’, thanks to our excellent product, our tech-driven focus , six years of hands-on experience, our thorough industry analysis and deep understanding of the Food Services industry in South Africa.

The single brand ‘bricks & mortar’ and traditional franchise model is under threat. This is because:

consumer consumption patterns have changed,


business model economics are squeezed and


tech-driven convenience expectations have shifted.

Our Solution

to this opportunity is simple and includes the following


Serve our best-priced ‘feel-good food. fast’ across our brands on one easy to use platform


Use SMARTY Tech platform to assist us in scaling, preserving standards and driving profitability


Sell our Tech SAAS Products to competitors
– This allows us to collect data and insights about the broader market

Our Plan


Dominate Western Cape in the next three years by opening 15 stores (R100 million turnover)


Grow nationally over the next ten years to 100+ stores (R1 billion turnover)


Reach R1m turnover with our tech SAAS products in next three years


Scale our Tech SAAS product internationally – once product is validated locally

Meet our team

CEO, Co-Founder
Callan Williamson


After graduation, Callan spent five years in the listed asset management space. To put his experience and skills to the test, coupled with a passion to create value in SA, he decided to scale his own customer-facing business. The first opportunity was a single store Mexican take-away in the CBD – called tortilla modern Mexican. Five years later, SmartFoods holding company is on a mission to disrupt the food-services industry through the leading QSR brands, and by developing tech-focused solutions to industry challenges. The company hit the R20 million revenue mark in 2022 and completed two successful capital raises in this time.

Chairman, Co-Founder
Brendan Vadas

(AT Pilot License, CFA)

After growing up in Cape Town and graduating as a pilot from Delta Airlines Training Academy in Florida, USA, Brendan worked as a commercial pilot and senior flight instructor around the world. Passionate about business and investing, he later also qualified as a Chartered Financial Analyst (CFA), climbing the ranks to Chief Investment Officer (CIO) for a Raging Bull award-winning JSE Listed Asset Management company. In 2016, he founded Sanfordbluedebosch Investments to invest in and help steer unique high growth, high capital return businesses in SA and offshore. He is also a Trustee for local NPOs focussing on education for the underprivileged.

Head of Tech, Co-Founder
Alex Soldatos

(BSc Eng (Elec))

Alex is a solutions engineer with more than 18 years’ experience in the fast-evolving electronics and telematics industries, with a passion for business, entrepreneurship and management. He has co-founded, launched and supported – in multiple countries – several well-known consumer and enterprise solutions, including GPS Logbook, JO, Digital Matter Connected devices, KT platform and the CFS RICA registration platform. Alex has served on the executive boards of OEM and SaaS entities serving customers in more than 130 countries. Alex’s specialities include general management, solutions engineering, product development (embedded and SaaS), pre-sales, fostering innovation and commercial strategy, and he is passionate about working with young professionals and entrepreneurs to solve complex problems and to find ways to do things better.

Head of Marketing & Concept
Marco Simal

For 15 years, Marco has been at the forefront of the design and food scene in Cape Town, consulting to many start-ups, and providing insight into future retail concepts for South Africa’s largest premium retailer, Woolworths. With experience spanning business concept development, branding, interior design and product design, as well as business ideation, Marco has also launched his own businesses across the food, furniture and hospitality industries. Many have been recognised locally and abroad, with MotherCityHardware winning Top Product Design at 100% Design in South Africa, and Tiny Empire recognised globally on Mr Porter as the No.1. co-working space in the world. 

Head of Restaurants
Max King

Max King traded fashion for food when he decided to open Hokey Poke in 2017. He found instant success, being featured in Eat Out’s Top 100 for three consecutive years. Max sold his business to SmartFoods in 2022, and took over the role as GM for the group shortly after. He has since moved into the role of Head of Restaurant Brands. Max’s purpose lies in food and people. Driven to create and eat beautiful food and empower and uplift those around him, he has found the perfect home for his ambitions and goals in SmartFoods and the commercial food space.

Financial Manager
Hassan Kimmie

Starting as an accounting clerk at a small bookkeeping firm and working his way up through an auditing firm to become Senior Accountant at the Centre for Proteomic and Genomic Research, Hassan has a love for accounting packages and Microsoft Excel in particular, as well as a knack for finding cost-effective ways to deal with financial constraints. In his current role as the Financial Manager at the SmartFoods Group, Hassan is primarily responsible for ensuring that the accounting requirements are maintained and that adequate controls are in place for improving cash flow management and ensuring the long-term sustainability of the brand.

Join us!

If you believe in this worthwhile cause there is an exciting investment opportunity to partner with us for:


venture capitalists


private equity fund managers


HNW individuals

and prosper from the revolution in the fast-food industry.

To learn more about our exciting investment opportunities, please get in touch with us at [email protected].

SmartFoods Structure