Three decades of McDonald’s, people and purpose.
Geoff Wood’s 30-year career with McDonald’s is a story of innovation, hard work and a steadfast belief in people.
From helping open South Africa’s first McDonald’s in 1995 to running a successful multi-store operation in Cape Town, his journey reflects the essence of the brand — growth built on relationships, resilience and passion.
“I first heard about McDonald’s while studying hotel management in Johannesburg in the early 1990s,” Geoff recalls. “It sounded almost mythical — a system so precise and efficient. I never imagined I’d be part of bringing it to South Africa.”
When McDonald’s announced its local launch, Geoff seized the chance. In 1995, he was among 42 South Africans selected for the first management trainee programme.
Within days, he had his first passport and was on a plane to New Zealand for six months of intensive training, followed by advanced operations courses in Chicago.
“We were all young and eager to learn,” he says. “Those months overseas gave us the biggest boost of ‘ketchup in the veins’ you could imagine.”
By November 1995, Geoff was back in Johannesburg, helping to open the country’s first McDonald’s restaurant in Blackheath. The launch was unforgettable.
“Cars queued for kilometres and thousands of people stood outside just to reach the door,” he remembers.
Supply chain delays meant the crew trained with cardboard cut-outs of burger patties before the real products arrived. “It was exhilarating. We were literally making history.”
He went on to become South Africa’s first restaurant manager, opening the Westgate store the following year. Over the next decade, Geoff worked with operations directors to hire teams and open restaurants across Gauteng, Pretoria and Cape Town.
By 2008, he was national field service manager, leading a team of consultants and supporting franchisees in the Free State, KwaZulu-Natal and Gauteng.
Yet his dream was always ownership. In 2005, Geoff and his wife Michelle, then a McDonald’s finance executive, bought their first restaurant in Parow, Cape Town. It was the beginning of *Mac Woody’s*, their family-run business built on loyalty, excellence and growth.
Geoff is proud of his long-serving, all-female leadership team, led by operations manager Fiona Adonis. “They’ve been with me for decades, starting as crew and proving themselves as outstanding leaders,” he says.
Beyond business, Geoff believes in giving back. He served as chair of the Parow Community Police Forum and works with local associations to improve safety and development.
He’s also an active supporter of Ronald McDonald House Charities (RMHC), raising R600 000 during the 2019 Absa Cape Epic race. “It turned into a friendly bidding war among franchisees,” he smiles. “An amazing team effort.”
For Geoff, success is measured not in sales but in people. “McDonald’s has always been about fun,” he says. “If our crew enjoys their work and grows everything else follows.”
Looking back, he remains inspired by the same values that started it all: teamwork, passion, and purpose. “When we opened those first stores, it felt like something bigger than ourselves — that excitement never really goes away.”
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