Barcelos CEO's passion for flavour

It is entirely appropriate that Costa Mazzis's motto is, ‘If you don't like the heat, get out of the kitchen'. This man who is passionate about working in the kitchen has also steered the success of South Africa's well-known fast-food chain, Barcelos. The rule of thumb for setting up a casual dining restaurant, he says, is that you know how to cook, and do a good job of it. From a small, one-stop restaurant he set up in Pretoria, South Africa, almost 17 years ago, Barcelos is today a leading brand in its category. Mazzis is in Dubai to inaugurate the first outlet of the chain in the Middle East.

Happy to be synonymous with his brand, Mazzis enjoys telling the tale of the Barcelos rooster (the logo of his fast-food chain). "The idealisation of the Barcelos rooster derives from a legend of a man in the Portuguese town of Barcelos who is sentenced to hang, despite his protestations of innocence, for allegedly stealing cutlery at a rich man's feast. In a last-minute appeal to the judge, who is enjoying dinner at the time, the condemned man says: ‘If my claim of innocence is true, the roasted rooster on your plate will get up and crow three times.' Just when the accused is in danger of being lynched by a furious mob, the rooster comes alive on the judge's plate and crows three times. The man is acquitted of course!"

The large, colourful ceramic cockerel, representing integrity, good faith and determination, became Barcelos' symbol, having spawned a veritable tourism industry, and a plethora of small-scale industries manufacturing souvenirs and ceramic ware.

Mazzis is not averse to having borrowed the attributes of this legendary bird for his fast-food chain, saying, "We believe we have come to symbolise [the attributes] in selling our flame-grilled chicken. The enduring, 800-year-old history is especially relevant and this name gives the brand depth, rather than letting it appear to be just another takeaway or new restaurant."

Predictably, the recipe of this much-devoured flame-grilled chicken is a secret. Is that the only way to succeed in a fiercely competitive food retail market? When asked, Mazzis laughs and says he is not fazed by competition because he is sure the market just cannot have enough of a really good thing.

 Work

I studied Structural Engineering, and remember going through my college days quickly with a lot of zeal and enthusiasm. It was really all quite exciting for a while. I worked abroad as a structural draughtsman for a while, then soon realised that a 9-to-5 office job was not for me.

I have always been passionate about food, and it struck me at that time that it was so much more my preferred choice of job! With my abiding love for people and entertainment, I never doubted my ability to cut it.

When I first entered the food industry in 1983, it was a different market. The food business was small and quaint, the number of stand-alone eateries and restaurants more personalised and franchise models almost unheard of.

After many years of working in diverse jobs, I decided to set up a stand-alone chicken restaurant in Sunnyside, Pretoria, in 1994. Probably because it was a new type of food on offer or probably because a new wave of health-consciousness was sweeping the world - whatever the reason - the restaurant was a success from day one.

I was asked by one of South Africa's largest petroleum groups, Engen Petroleum Ltd, if I would be interested in opening food kiosks at their petrol stations around South Africa.

We kicked off stand-alone franchising in 2002, opening in Nigeria and six African countries. Then ever so gradually, we spread our wings, taking the brand overseas to London, Singapore, Canada, and now Dubai, which is our first outlet in the Middle East. In the UAE alone we plan to open 15 restaurants in the next three to four years.

I definitely believe there is room for more as far as chicken fast-food restaurants go - we are all proud of South African brands doing well internationally and revel in the success of Nando's, which is a great brand. This clearly means there is scope for growth if you plan and execute your concept well.

I have completed almost 30 years in the business and have never regretted my decision a single day. I believe as an entrepreneur I have this great chance of providing opportunities to all those less privileged - there is a social commitment that one has to fulfil, and today realising that Barcelos provides employment to some 2,000 people in seven countries worldwide satisfies my soul.

I think I always have had megalomaniac tendencies and this probably differentiates me! I have always liked pushing myself beyond the limit, reaching beyond my grasp.

Entrepreneurship is about leadership, and doing the most basic things if needed. If I have to get into the kitchen I still do - one minute I'm chef, the next I am the CEO. It is a humbling experience in a way.

I am blessed to have been working with the same team for so many years - each of them loves what we do as a team.

The challenge of entering a new country is formidable too, as you need to understand a whole new cultural ethos. I've also learnt to be humble, and ensure my feet are firmly on the ground, no matter how flighty success might make me.

When it comes to doing business, I ensure I follow absolute integrity and ethics and do not compromise. I think my principles for doing business internationally are among my strengths. Humility is another.

I am furious about arrogance, both in general and from world leaders. I also get livid with disrespect shown by people in authority to the less privileged. I have tried to teach my boys what I know, including values towards colleagues and immediate bosses. They don't take succession for granted; they know their place and know they have to report to others.

Play 

I was born and raised in Brazil, am of Greek origin and have been living in South Africa for 40 years now. Of Brazil I remember little, except that I had a basic, usual upbringing, enjoying Brazilian music and dance and the wonderful food.

My parents were a nurturing force, in particular my father who was a great motivator. He always admonished me about not wasting too much time, and saw to it that I went to work straight out of school. I aspired to be like him in word and deed, as do all young boys I suppose.

We came to South Africa when I was12 years old and so that is always home to me. I always had over-abundant energy and was a hyperactive and naughty child. This has stood me in good stead because I have had to work tirelessly to get where I have.

I was married a long time ago and divorced in 1995. I think it indicates my single-minded dedication to my work. I have two sons - the older one is 29 years old, lives in London and runs the London office, while the younger one is 25 years old and works in the Cape Town office. I am happy they have both become integral to business, I am a great believer in grooming of youngsters in the family and having a succession plan - my family is my staff and the team around me.

I am generally a workaholic. It's like they say about people who love what they do - they don't work; they live their dream. I am doing just that now. I love people and enjoy entertaining them. I have an amazing social network of friends, and hope they find me as acceptable. My work involves meeting people from different social strata and I enjoy all interactions.

On a typical day at home, I unwind by going to the gym in the evenings, try to spend some time with my boys if they are in the region. I love playing squash whenever I get the time and enjoy watching soccer - yes, typically Brazilian. I have no other real hobbies.

I love old-fashioned classics and Latin American music, and am often told by my closest friends that I am "the true salt of the earth".

It is exhilarating to think of how many people we are responsible for - the thought of expanding the brand to countries all over the world sets the adrenaline rushing.

Personally, the growth of the children and seeing them in the business is fantastic - seeing the happiness of people who have been associated with the brand for such a long time makes me happy too.

I adore good design and architecture - seeing the development of new and preservation of the old stir me immensely. I am a huge tech geek. Its potential leaves me breathless and I am always lugging gadgets and gizmos from my various travels around the world.

Dream

I would love to take a sabbatical for a year and explore the world's more exotic, deeper cultures - China, India, Russia, perhaps go to the Himalayas or into the darkest part of Brazil, and learn more about the tribes there. I travel a lot - sometimes eight months a year, and have been to more than 60 countries around the world in eight years.

My dreams for the future are not extensive. I would choose to step down as an overseer of the company, slow down a bit...

Over the years, I have almost come to regard myself as invincible! Of course I know that realistically I need to allow the rest of the team to take over some day.

I would like to settle down in a nice town somewhere, either in Cape Town or off shore in Mauritius maybe - quiet without the hustle and bustle of city life. But it would have to be in the African continent, as I am totally African by nature.

For the company itself, I wish people who succeed will have the vision and wisdom to take it forward beyond my imagination.

I look on my role at Barcelos as a privileged one - I am in the unique position to guide and manage a fabulous team. They each have their threshold and their core advantages.

I enjoy grooming and mentoring, so maybe I'll become a teacher someday, because giving advice and passing on knowledge comes naturally to me.

I think as human beings we should assist and do for others what they can't do for themselves - in whatever small part - it is the responsibility of everybody to take others along.

In South Africa, we have a social responsibility that we undertake with schools.

I will definitely like to become aggressive in our corporate social responsibility efforts one day - expand contributions in more ways than employment. We employ around 2,000 people and are making a difference, but are we doing enough?

Perhaps we can never really do enough, but every small drop counts.