By: Tshepiso Seopa


Patrons were strapped into their chairs with safety harnesses before take off, when the chairs and attached table were raised into the air.

Hanging at 40m above the ground, the management of Milky Lane was then ready to take orders, serve ice cream and waffles.

The first Milky Lane store opened in Hillbrow in 1958; however, the company only started franchising in the 80s. In June 2003, Milky Lane was taken over by FMCG giant Unilever, which owns the internationally successful Ola marque, elevating what became Ola Milky Lane into a power brand that is at the cutting edge of ice cream parlour retailing in South Africa.

Over the years, Milky Lane has had to evolve to remain relevant. The company also incorporated a franchising system as in its business. Restol stable of food franchise management companies took over management of this company when Unilever SA bought the Milky Lane brand and franchise network. The fast food brand also revamped its brand as well as stores, and introduced new menus and products.

According to Craig Mackenzie, the director of Restol, “Milky Lane embarked on an extensive marketing communications campaign that included print and radio advertising and in-store sales promotions, co-branding, broad based public relations and social responsibility campaigns.

“Our customers are able to live the heart of the brand. We plan to continue to build Ola Milky Lane into a world of indulgent taste experiences in a branded lifestyle environment.”

Ola Milky Lane products range from traditional ice cream cones to sundaes, sweet and savoury waffles, coffees and Spinners, a trademarked concept that blends soft serve with chocolate, nuts, fruit, confectionery and other delicious ingredients.

Ola Milky Lane is running a SMS competition where the entrants stand to win a holiday for a family of four in Mauritius or a trip to Cape Town as a second prize. The campaign is supported with radio and below-the-line advertising.

[28 Aug 2008 11:41]

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