The message is clever, inspirational....
...and sponsored by Kentucky Fried Chicken. It's part of what is sometimes called the Americanization of South Africa - KFC outlets are sprouting up all over Johannesburg, from the tony Northern suburbs to the new malls of Soweto.
It's tempting to see KFC's (and MacDonald's) African invasion through the lens of race. After all, in the United States, MacDonalds and KFC specifically target advertising towards African-Americans. But a more probable explanation is that KFC experienced huge success after expanding rapidly into China, and is looking to duplicate that success elsewhere.
KFC expansion may be good for the company's profits, but is it good for ordinary South Africans? KFC is delicious, and making yummy food available to people should make them better off. On the other hand, fast food consumption has been linked to obesity (here and here, for example), and proximity of fast food restaurants has been linked to fast food consumption (here), suggesting that KFC may be bad for people's health.
But how much worse would KFC be than people's current diets? Right now Soweto has a market where free range chickens are raised in pens, and killed right before the consumer's eyes. Fresh fruit and vegetables stands (and just about every other sort of stand) are ubiquitous in downtown Johannesburg. It sounds like a locavore's dream. But is it hygienic? Convenient? Reasonably priced? Realistically, people seem to eat a lot of cabbage and samp (maize) - KFC would add quality protein (or protein, anyway).
There is also the economic impact of fast food restaurants. My host here tells me that KFC has created lots of new jobs - but how many people working at locally owned shops and restaurants has it displaced? This survey of international franchising doesn't reach any firm conclusions, and this survey is notable in its lack of any discussion of the overall economic impacts of franchising. I did, however, find one article by Adrian Tschoegl that argues McDonalds has a positive effect on economic development:
McDonald’s brings training in management, encourages entrepreneurship directly through franchises and indirectly through demonstration effects, creates backward linkages that develop local suppliers, fosters exports by their suppliers, and has positive external effects on productivity and standards of service, cleanliness, and quality in the host economies.
So perhaps KFC will manage to grow the South African economy, as well as South African waistlines.