Youth Employment Service (YES) Daily Maverick Masterclass at Gordon Institute of Business Science (GIBS) (Photo: Supplied) 
When Somila Skelem started as a barista through the YES programme, she couldn’t have imagined where the opportunity would lead. Today she manages a Mugg & Bean restaurant, overseeing operations and mentoring new staff. Her trajectory mirrors the success of hundreds of YES Youth, particularly young women, who’ve passed through Famous Brands’ doors since 2022.
Across Famous Brands’ franchise network, from Wimpy outlets in Johannesburg to Debonairs Pizza branches in Cape Town, young women are kicking off careers in one of South Africa’s fastest-growing industries. The food and beverage services industry is projected to reach R155 billion by 2026 and needs talent to match growth.
Building tomorrow’s workforce
Through the Famous Brands Academy, the company has welcomed 1,155 young people into 12-month structured work experiences since partnering with YES. The numbers tell a story of economic empowerment reaching those who need it most: 79% of Famous Brands YES Youth come from grant-recipient households, the same percentage have financial dependents, and 71.3% are women.
The company does not treat youth employment as a tick-box exercise. Tangible impact is embedded into the organisation’s ethos. They’ve paid out R63.79 million in salaries across their YES programmes, providing income to youth while training them in everything from sushi preparation to restaurant management.
From barista to blend developer
One participant’s journey exemplifies the programme’s transformative potential. Starting as a barista with disabilities, he is now a full-time trainer and assists with blend developer, a role that combines technical expertise with creative innovation. He’s just one example of a YES alumni that has transitioned from baristas to trainer. They are now responsible for mentoring the next generation of YES participants.
“Consistency is critical in a franchise environment, whether it’s a Wimpy in Johannesburg or Cape Town, customers expect the same experience,” explains Danielle Stapowicz, national training manager at Famous Brands. “YES allows us to mould youth into the employees we need, reducing the burden on franchisees to train new hires from scratch.”
This consistency is achieved through the strategic use of the YES programme to build sustainable talent pipelines. Famous Brands combines YES’s work-readiness modules, covering workplace etiquette, financial literacy and digital skills, with its own specialised training through the Famous Brands Academy. The result is graduates who understand not just how to make coffee or prepare sushi, but how to show up on time, take initiative and grow within an organisation.
For franchisees, this approach offers clear business value: pre-trained staff who understand brand standards, reducing onboarding costs and ensuring customers receive consistent service whether they’re in Pretoria or Gqeberha.
Creating sustainable career pathways
Famous Brands emphasises that, although the organisation benefits from a steady pipeline of talent, the programme is ultimately all about investing in youth potential. The programme’s success lies in nurturing youth in entry-level positions to become future managers and leaders within the organisation. YES placements span the organisation. Aside from the barista and sushi programmes that Famous Brands has become well known for, these roles include positions in logistics, project management, legal, finance and engineering. These youth don’t just pass through the organisation after a 12-month stint. They become central to its operations.
“Our absorption rate is high because we invest in our youth,” says Stapowicz. “We’d rather hire someone we’ve trained.”
Beyond employment: Building entrepreneurs
When Famous Brands YES Youth do leave the programme, they leave with entrepreneurial skills that set them up for life. 20% of Famous Brands YES Youth alumni have engaged in entrepreneurial activity. This figure is proof that the skills and confidence gained through structured work experience create ripples far beyond immediate employment.
And recognition has followed results. At the 2023 YES ESG Awards, Famous Brands received a special award for its significant contribution to youth employment. The company was also honoured as a top YES Youth job contributor, receiving a signed certificate from The Presidency.
A blueprint for sector growth
As South Africa’s food service sector faces increasing demand for skilled workers, Famous Brands’ approach offers a blueprint: invest in young people, particularly young women, and create structured pathways that benefit both business and society.
The model works because it aligns business needs with social impact. Famous Brands gets a steady pipeline of skilled employees who understand its brands and values. Young people get meaningful work experience, real income and career prospects. Franchisees get reduced recruitment headaches. And the broader economy gains skilled workers in a growing sector.
In the food and beverage services industry, consistency matters and skills shortages threaten growth. Through the YES programme, Famous Brands has found a way to address both. DM