Steers

Steers is a South African quick-service restaurant brand focused on flame-grilled burgers, chips and related fast-food offerings. Its menu also includes chicken burgers, ribs, ice cream, milkshakes, chicken meals and salads. The brand developed from the restaurant and food-service ventures established by George Halamandress, who had earlier created Milky Lane ice-cream parlours and then opened steakhouse concepts in Johannesburg. These concepts included the Rosebank Golden Spur, described as South Africa’s first steakhouse, followed by Seven Steers in Highlands North and Black Steer in Yeoville during the early 1960s. The Steers name therefore emerged from a wider family of steakhouse and grill concepts rather than from a single modern fast-food launch. After Halamandress died in 1984, operational responsibility moved to members of his family: his nephews Peter, Theo and Perry, together with his youngest son John. The family members had experience across franchising, restaurant operations and manufacturing. John operated the manufacturing business that supplied Steers restaurants and other retailers, while the others were involved in franchise operations. They reorganised the brand, strengthened its operating model and began actively recruiting franchisees. A Steers restaurant opened at Sandton City in the early 1980s, helping demonstrate the concept to potential franchise operators. Steers formally introduced a franchise programme in 1983. A single newspaper advertisement generated substantial interest, and the network expanded rapidly. More than 15 outlets had opened within two years, and the chain reached approximately 250 stores a decade later. Franchising became central to the brand’s South African growth and later supported its expansion across the continent. Regional operators also played an important role; in the late 1980s, the Comitis family, which held Steers rights in the Western Cape, continued expanding the network before eventually selling its equity, manufacturing rights and franchise rights back to Famous Brands. International expansion began in earnest by the end of the 1990s, when Steers entered markets including Eswatini, Botswana, Zimbabwe, Kenya, Mauritius, Zambia, Tanzania and Ivory Coast. The brand also operated briefly in Athens, Greece, and later opened a restaurant in Battersea, London, in 2013; that United Kingdom location had closed by 2022. Reference material also reports a Malaysian opening at a PETRONAS station in Bandar Baru Bangi in December 2025, although the long-term scale of that market is not established here. Steers Holdings listed on the Johannesburg Stock Exchange in November 1994. In 2001, the company changed its name to Famous Brands Limited, reflecting the development of a broader multi-brand restaurant group. Steers remained one of the group’s signature brands. It continues to operate primarily through franchised restaurants and is associated with a distinctive flame-grilled positioning. Its reported brand claims include repeated recognition for hamburgers and chips in Johannesburg-based Leisure Options listings. The brand’s stated slogan is “Flame-Grilled, It Just Tastes Better,” reinforcing its emphasis on grilled flavour and accessible restaurant meals.

Steers traces its origins to the restaurant ventures of George Halamandress in Johannesburg. Halamandress first established Milky Lane ice-cream parlours and then moved into steakhouse operations. His concepts included the Rosebank Golden Spur, identified in the source material as South Africa’s first steakhouse, followed by Seven Steers in Highlands North and Black Steer in Yeoville in the early 1960s. The brand name changed through several forms, including Golden Spur, Seven Steer, Branded Steer and Longhorn Steer, before settling on Steers. The business entered a new phase after Halamandress died in 1984. Control and operating responsibility passed to his nephews Peter, Theo and Perry, along with his youngest son John. The family combined restaurant, franchising and manufacturing experience. John ran a manufacturing operation that supplied Steers restaurants and other retailers, while the other family members had operated individual franchises. They re-engineered the concept and pursued a more systematic franchise-led expansion strategy. A Steers restaurant at Sandton City in the early 1980s helped attract attention from prospective franchisees. In 1983, the company launched a formal franchise programme by advertising for franchise applicants in a local newspaper. The response supported rapid development: more than 15 outlets were operating within two years, and the network reached about 250 stores ten years later. Franchising became the primary mechanism for building a national footprint while allowing local operators to participate in the business. Expansion also involved regional rights holders. The Comitis family controlled Steers rights in the Western Cape and continued growing the brand during the late 1980s. After many years of expansion, the family sold its share equity, manufacturing rights and franchise rights back to the Famous Brands parent company. This helped consolidate ownership and operating control within the broader group. Steers Holdings listed on the Johannesburg Stock Exchange in November 1994. In 2001, the listed company changed its name to Famous Brands Limited as its portfolio expanded beyond Steers. Steers nevertheless remained an emblematic brand within the group. By the end of the 1990s, the restaurant network had begun extending beyond South Africa, with outlets reported in Eswatini, Botswana, Zimbabwe, Kenya, Mauritius, Zambia, Tanzania and Ivory Coast. A restaurant in Athens, Greece, operated for only a few years. A later London location opened in Battersea in July 2013 but had closed by 2022. The brand’s core proposition has remained consistent: quick-service meals built around flame-grilled burgers and chips, supported by chicken, ribs, desserts, beverages and salads. Steers has used slogans including “Real Burgers,” “Real Food Made Real Good” and the current stated line “Flame-Grilled, It Just Tastes Better.” Reference material reports more than 500 franchises across Africa and more than 600 restaurants worldwide at different points, although the exact current footprint is not independently established in the supplied material. The same material reports a Malaysian opening in December 2025, indicating a further attempt at international expansion.

• 2025

  First Malaysian outlet reported

  [1]Steers (restaurant)en.wikipedia.org

  Reference material reports a first Malaysian outlet at a PETRONAS station in Bandar Baru Bangi.

• 2013

  London location opens

  [1]Steers (restaurant)en.wikipedia.org

  Steers opens a restaurant in Battersea, London; the site later closes by 2022.

• 2001

  Holding company becomes Famous Brands

  [1]Steers (restaurant)en.wikipedia.org

  Steers Holdings changes its name to Famous Brands Limited as the corporate portfolio broadens.

• 1994

  Steers Holdings lists in Johannesburg

  [1]Steers (restaurant)en.wikipedia.org

  Steers Holdings becomes listed on the Johannesburg Stock Exchange.

• 1984

  George Halamandress dies

  [1]Steers (restaurant)en.wikipedia.org

  Leadership passes to family members Peter, Theo, Perry and John Halamandress, who reorganise the business and pursue further franchising.

• 1983

  Formal franchise programme launches

  [1]Steers (restaurant)en.wikipedia.org

  Steers begins actively recruiting franchisees, accelerating the transition from a family-operated restaurant business to a scalable franchise network.

• 1960

  Early Johannesburg steakhouse concepts emerge

  [1]Steers (restaurant)en.wikipedia.org

  George Halamandress develops the Golden Spur, Seven Steers and Black Steer concepts in Johannesburg during the early 1960s; these businesses form the historical roots of Steers.

An accessible, South African quick-service restaurant brand centred on flame-grilled burgers, chips and familiar grill-house flavours, delivered through a large franchise network.

• Burgers

  Flame-grilled burgers

  Steers is primarily associated with flame-grilled beef burgers. The burger range represents the brand’s central menu proposition and supports its positioning around grilled flavour rather than a purely fried fast-food offer.

• Chicken

  Chicken burgers and chicken meals

  Chicken burgers and other chicken meals broaden the menu beyond beef and provide an alternative core protein offering within the quick-service format.

• Sides

  Chips

  Chips are a major accompaniment to Steers burgers and an important part of the brand’s fast-food identity. Reference material reports repeated recognition for the brand’s chips in Johannesburg-based consumer listings.

• Grilled meals

  Ribs

  Ribs extend the brand’s grill-house association into a more substantial meal format and connect the quick-service menu with Steers’ historical steakhouse roots.

• Desserts and beverages

  Ice cream and milkshakes

  Ice cream and milkshakes provide dessert and beverage options. These products also echo George Halamandress’s earlier involvement in the Milky Lane ice-cream business.

• Salads

  Salads

  Salads are among the menu categories reported for Steers, adding a lighter alternative to burgers, chips and grilled meat meals.

• 1983Franchise recruitment programme

  South Africa

  Steers used a local newspaper advertisement to invite prospective franchisees to apply, initiating a formal recruitment programme that became the foundation of the brand’s rapid network growth.

  Outcome. The campaign reportedly generated strong interest, with more than 15 outlets opening within two years.

  Source
• Flame-Grilled, It Just Tastes Better

  South Africa · Africa

  The stated current slogan emphasises flame grilling as Steers’ defining product and sensory distinction.

  Source

• 2025

  Enter the Malaysian marketStrategy

  Background

  Reference material describes a further international expansion beyond Steers’ established African markets.

  Action taken

  Steers reportedly opened its first Malaysian outlet at a PETRONAS station in Bandar Baru Bangi.

  Source

• 2001

  Rebrand the holding company as Famous BrandsStrategy

  Background

  The corporate group had expanded beyond the Steers brand and required a name reflecting its broader portfolio.

  Action taken

  Steers Holdings changed its corporate name to Famous Brands Limited.

  Aftermath

  Steers continued as a prominent brand within the Famous Brands group.

  Source

• 1994

  List Steers Holdings on the Johannesburg Stock ExchangeStrategy

  Background

  The growing restaurant business required a corporate structure capable of supporting continued expansion.

  Action taken

  Steers Holdings listed on the Johannesburg Stock Exchange in November.

  Aftermath

  The listed company later broadened its portfolio and changed its name to Famous Brands Limited in 2001.

  Source

• 1983

  Adopt a formal franchise-led expansion modelStrategy

  Background

  The family operators wanted to expand beyond individually operated restaurants and attract new business partners.

  Action taken

  Steers launched a formal franchise programme and began recruiting franchisees through newspaper advertising.

  Aftermath

  The network expanded rapidly, reaching more than 15 outlets within two years and approximately 250 stores ten years later.

  Source

1. 1Steers (restaurant)en.wikipedia.org