Steers on the Rise: South Africa’s Iconic Burger Brand Expands Across the Country

There’s something about the scent of flame-grilled burgers wafting from a Steers outlet that just feels like home. Whether you’re driving through Joburg traffic or waiting in a queue at a bustling mall, the sight of those signature purple and orange signs promises comfort, flavour, and familiarity. And now, that promise is spreading even further.

In 2024 alone, Steers opened 21 new outlets, bringing its total footprint to a staggering 735 restaurants across 13 countries. That’s no small feat for a brand that started as a humble steakhouse in Johannesburg’s Highlands North more than six decades ago.

From Steakhouse to South African Icon

The story of Steers begins in the 1960s, when George Halamandaris, a visionary entrepreneur, opened the Seven Steers steakhouse. This wasn’t just a place to eat—it was the spark that ignited one of South Africa’s greatest fast food legacies. George didn’t stop there. He introduced franchising to the local market and even created Milky Lane, another household name.

After George’s passing in 1984, his son John and nephews Peter, Theo, and Perry took over the reins. Their big break came with the launch of a Steers outlet in Sandton City during the 1980s. The response was electric. Within just two years, 15 outlets had opened. A decade later, there were 250 stores dotting the map.

By the 1990s, Steers had already expanded beyond South Africa, setting up shop in Botswana, Kenya, Zimbabwe, and more. It was clear: this was more than just a burger joint—it was a fast food empire in the making.

Famous Brands: The Powerhouse Behind the Grill

In 1994, Steers Holdings listed on the JSE, setting the stage for even bigger moves. By 2001, the company rebranded as Famous Brands, and it quickly became Africa’s largest restaurant franchisor. Today, Famous Brands operates in 18 countries with nearly 3,000 restaurants, and Steers remains one of its crown jewels.

According to the company’s 2025 financials, Famous Brands generated R8.28 billion in revenue, with a solid chunk—R7.63 billion—coming from its South African operations. Steers, alongside Debonairs and Wimpy, drives much of this success as part of the Leading Brands portfolio.

The company’s operating profit jumped 12.57%, while earnings per share grew nearly 20%. It’s a strong signal that even as economic pressures rise, South Africans aren’t giving up on their go-to fast food spots.

Why Steers Still Matters

In a crowded market full of global chains and local newcomers, what keeps Steers at the top of its game?

It’s not just the legendary hand-cut chips or the spicy Steers Sauce (so beloved it’s sold in supermarkets). It’s the brand’s ability to evolve while staying rooted in what matters: great flavour, local identity, and consistency. Each Steers restaurant feels familiar—yet every one adds something new to the table.

While the company’s Signature Brands like Salsa Mexican Grill and Mythos faced headwinds in 2025, it was the Leading Brands—especially Steers—that carried the business forward. With an operating profit of R516.28 million, Steers and its sister brands continue to prove that fast food can be both high-performing and deeply local.

More Than Just Burgers

Steers isn’t slowing down. With South Africa still its strongest market, the brand is laser-focused on making its offerings more accessible. Whether that means opening in new towns or revamping existing stores, the mission is simple: feed the nation with flame-grilled goodness.

And as food culture in South Africa continues to shift, Steers remains one step ahead. The company has already embraced innovations like selling sauces in retail and launching creative menu twists while still staying true to its core: burgers done right.

Steers’ journey is a classic tale of vision, resilience, and South African pride. From a single steakhouse in the 60s to a booming chain with over 700 outlets, its growth mirrors the appetite of a country that loves its food hearty, honest, and homegrown.

As Steers continues to expand, it isn’t just adding stores—it’s building on a legacy. So the next time you’re craving a Real Hungry burger or those iconic fresh-cut chips, remember: this isn’t just fast food. It’s a taste of South African history.

Hungry for more? Keep an eye out—your neighbourhood could be the next to welcome a brand-new Steers. And when it does, you’ll know exactly where to find the flame.

{Source: BusinessTech}

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