Steers

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Steers
Franchise
Traded as(JSE: FBR)
IndustryFood and Beverage service
GenreTake-Aways and Diners
Founded1960s
FounderGeorge Halamandres
HeadquartersMidrand, South Africa
Number of locations
525
Area served
Africa
ProductsFast-Food
RevenueIncreaseZAR 22 Billion
IncreaseZAR 1.23 Billion
ParentFamous Brands Ltd
WebsiteSteers.co.za

Steers is one of South Africa’s most recognizable quick-service restaurant brands. The company is well known for serving flame-grilled burgers made from 100% pure beef and handmade chips. Other menu items include chicken burgers, ribs and Hero rolls as well as ice cream and milkshakes.

History[edit]

Steers founder George Halamandaris introduced the first steakhouse concept to South Africa after spending time in the United States.[1] The name “Steers” evolved over the years from a variety of names, starting with Golden Spur, then Seven Steer followed by Branded Steer and Longhorn Steer.[2]

The first ever Steers store was opened in 1970 by George’s son, John Halamandaris, in Jeppe, Johannesburg. John later joined forces with his four cousins, Panagiotis, Theofanis, Periklis and Charalambous Halamandaris. The early 80s saw the opening of a fourth Steers in Sandton City, which attracted interest from would-be franchisees. The other stores included Yeoville and Bellevue with a central kitchen in Johannesburg.[1]

In the late 80s the Comitis family, who owned the Steers rights in the Western Cape, continued to grow the brand throughout southern Africa. After decades of growth Steers became the most prominent fast food company in southern Africa and the Comitis family sold their shares back to the Famous Brands parent company.

Franchise[edit]

In 1983, Steers launched a new franchise programme. The owners placed a single advertisement in a local newspaper inviting franchisees to apply, and since then Steers has never had a shortage of prospective franchisees seeking to buy into the franchise. Within two years there were more than 15 outlets opened, and this number grew to 250 stores ten years later. By the end of the 90s Steers started expanding beyond South Africa’s borders, with outlets in Swaziland, Botswana, Namibia, Zimbabwe, Kenya, Mauritius, Zambia, Tanzania and Ivory Coast. There are over 500 franchises across Africa. A Steers restaurant opened on Lavender Hill, Battersea, London, UK in late July 2013.[1][3]

Achievements[edit]

For 17 years in a row, Steers has been recognized by well-known Johannesburg listing magazine, Leisure Options, for serving the Best Hamburger in the QSR industry. Steers has also won ‘best chips’ for 13 years running.[4]

Steers Holdings Limited was later renamed Famous Brands Limited.

Slogans[edit]

  • Flame-Grilled, It Just Tastes Better (current)
  • Real Burgers
  • Real Food Made Real Good

Countries with Steers Restaurants[edit]

  South Africa
  Countries with Steers Restaurants

See also[edit]

References[edit]

  1. ^ a b c "Entrepreneur Magazine » Steers: George Halamandaris » Print". Entrepreneurmag.co.za. 2011-12-14. Retrieved 2013-08-03.
  2. ^ "Archived copy" (PDF). Archived from the original (PDF) on 2013-08-10. Retrieved 2012-11-23.
  3. ^ "A New Flame in Town". Aboutmygeneration.com. 2013-06-27. Retrieved 2013-08-03.
  4. ^ "Archived copy". Archived from the original on 2013-04-21. Retrieved 2012-11-23.

External links[edit]