Pickled Onion

Pickled Onion is a fast-food concept founded by Nicolene Elhadad and Tomer Elhadad, the same founders behind Xpressocafe (Pty) Ltd. It applies the same value-for-money philosophy to burgers and chips, pricing items at R35 — far below typical SA fast food chains. Its existence reveals a deliberate brand-building strategy by the Elhadad family: identifying segments where consumers are systematically overcharged and building a fixed low-price brand to capture volume.

Connections

• Xpressocafe (Pty) Ltd — sister company, same founders, source: FASA 2025
• Nicolene Elhadad — co-founder, source: FASA 2025
• Tomer Elhadad — co-founder, source: FASA 2025