The Franchise Evolution was co-founded by Shane Petersen and Fiona Fitzpatrick, who have accumulated over 40 years’ experience in the Energy Industry within Southern Africa, rest of Africa and internationally.

With an end-to-end franchising approach, they identified the need for a platform that would advance access within the retail fuels and convenience store industry, level the playing fields and give independent businesses an opportunity to maximize their investment through broadbased innovative solutions.


has a keen interest in everything ‘Customer’ and ‘Retail’ and especially so if it touches ‘Digital Transformation’.

Experienced across multiple energy sectors, he brings a broad and progressive way of thinking, and an energetic, and commercial leadership approach to all opportunities that The Franchise Evolution develops. He has developed a wealth of knowledge and expertise in the fuel forecourt and retail franchising space, from conception of day to-day operations to turning around business units. He has worked across Africa, North America and Europe, with an approach built on customer centricity translated into performance outcomes for the shareholder and business.

Shane is a University of Cape Town Alumni, having read for his B.Bus.Sci in Marketing and Economics (Honours).


has a holistic approach to Retail and Customer Service, she uses her training in healing to bring a unique perspective in business.

Having worked across multiple energy sectors, she brings a wealth of knowledge and understanding of the industry, and a track record of creating breakthrough market approaches, creating the unique customer experience offered by The Franchise Evolution. She has worked her way from the frontline to senior management and understands all aspects of the franchising business and is able to communicate across all walks of life creating one vision.

Fiona is a registered practicing Kinesiologist, and has studied management, sales and marketing through Damelin College and Duke University.


“To be the partner of choice for Independents, Franchisees and Franchisors in providing innovative, sustainable, and transparent business solutions to the franchise industry in South Africa, with transferability to Africa and the Globe.”

PURPOSE: Enabling Retailing Excellence

Make it possible for our clients to achieve retailing excellence, consistently across all their forecourt network outlets. We will achieve this through:

  1. Building capability and capacity for performance,
  2. Using cutting-edge technologies across value chains,
  3. Creating data driven decision making,
  4. Partnering with passionate, customer centric specialists who are agile and industry leaders, and
  5. Working with people who drive success with heart, beyond just business.



Being accountable and
responsible to our clients on an end-to-end basis for


Offering our clients solutions and helping them maximise their Financial and Human capital investments.


Being honest and upfront
through transparent
processes to develop brand advocacy across the value chain.


Reliably delivering results
and demonstrating good
work ethics, to sustainably
optimise business outcomes and loyalty


Bringing the fun factor back into day-to-day acceleration of business performance.



Franchisee Applicant Dec’20

TFE helped us understand the petroleum industry and how to draw up a business plan. Their passion and industry experience made the journey simple and exciting.

Business Acquisition/Buyer Apr’21

(TFE) has helped me put together a comprehensive business plan, registered the business, managing day to day expectations of the seller incl F2F visits & ensuring that the deal is kept alive by giving regular stakeholder updates

New Trainee Dealer May’21

They make training fun and interesting and have opened my eyes to a lot of things.

SMME Supplier May’21

Our working relationship with TFE has helped greatly in evolving our business to a much better operation and standing through innovative business practises and systems as well as great mentorship.

Existing Retail Dealer Apr’21

The passion and energy Shane and Fiona bring is invaluable, they are concept and detail driven – which give me the comfort knowing that they are looking at all aspects of improvement for me.

New Trainee Dealer May’21

The training and mentorship provided by TFE has exceeded my expectations. The passion both Fiona and Shane show in their training is a testament of the knowledge and experience they have.

New Landlord/Retail Developer May‘21

They find out the box solutions in reducing cost and enhancing the customer experience.

SMME Supplier Jun’21

We are anticipating great growth and to operate nationwide due to the support we receiving from TFE. We seeing ourselves in partnership with TFE in the next 5 to 10 years!