Well-Known South African Fast-Food Restaurants Launch Overseas.

On: April 28, 2026

Well-Known South African Fast-Food Restaurants Launch Overseas.

Famous Brands is taking a major step into Southeast Asia with the launch of Steers and Debonairs Pizza outlets in Malaysia.

Speaking to BizNews, Terry Boardman, managing executive for the group’s quick service restaurant (QSR) division, said the group is introducing its restaurants to Malaysia through a partnership with local operator Mesra.

“We are going in with Steers and Debonairs Pizza into the Malaysian market, with a great partner in Mesra,” Boardman said.

“They’ve got lots of experience with retail and they’re linked to the Petronas Group, so they have lots of real estate across the Malaysian landscape.”

The connection with Mesra came through their previous involvement with Engen in South Africa. “That’s how we linked up with them,” Boardman explained.

Boardman noted that Mesra is no longer involved with Engen, but the introduction happened then and it’s flowed from there.

“It’s a great opportunity to get in with somebody that’s done a very good job of growing retail, especially with their Mesra Cafés across fuel sites in Malaysia,” Boardman added.

The first combined Steers and Debonairs outlet has already opened. the first location opened in Bangi, outside Kuala Lumpur. It is situated in a petro station, but separately from the convenience store.

While the fuel network offers quick expansion potential, Boardman noted that the partnership also includes opportunities outside petrol stations.

“Mesra are trying to expand outside petroleum as well. It’s really a retail arm for them.”

Boardman explained that the group’s failed UK investment in Gourmet Burger Kitchen shaped this more cautious, partnership-based approach.

“It’s important to choose someone that understands the market and has resources on the ground.”

He added that Malaysia is a natural fit. It’s an established market in a growth phase, and the family dynamics are similar to the South African market.

“We’re entering the market confidently but cautiously. It’s not about rolling out hundreds of stores. It’s about choosing locations that make sense.”

South African market remains challenging

Launch of Steers and Debonairs Pizza in Malaysia

One of the main reasons Mesra selected Famous Brands was its halal capability. “We have a very strong halal component in our menu,” Boardman explained.

“The Malaysian market is nearly 70% Muslim, so halal is a key requirement. Our experience and supply chain were a key determining factor for them.”

To launch the stores, Famous Brands used a mix of imported and local products. It brought in some licensed products from South Africa, but the idea is to grow local manufacturing.

“We imported more at the start, but down the line it’s about producing locally as much as possible.”

He also explained that the menu is familiar to the one in South Africa, but has small adjustments.

“Funny enough, the tastes aren’t very different. We’ve made small changes—like offering rice instead of pap—but otherwise the menus are very similar.”

Steers and Debonairs were chosen because they matched consumer demand. Mesra were looking for a burger brand, and Debonairs Pizza also had a good fit.

The frequency of eating out is high in Malaysia. There’s strong demand for both pizza and burgers.

Boardman said partnerships like this are central to Famous Brands’ growth model. “We are a strong franchising company, and this is what we do well,” he said.

Expansion to other countries will be selective. “It’s about going deep and narrow with selective markets.”

In South Africa, Boardman noted that conditions are still tough but slowly improving. “There’s definitely a little bit of relief, but the consumer remains under pressure,” he said.

“Brand loyalty has shifted, and you’ve got to fight hard for it. There are pockets of green shoots, but we need momentum.”

Food delivery, however, continues to grow. “Consumers want convenience, and that’s one way to get it.”

However, he stressed that convenience comes in many forms. “Drive-throughs, being close to consumers, home delivery – it’s a combination of everything.”

On delivery partnerships, Boardman said Famous Brands works with major players but stays open-minded.

“We are aligned with Uber Eats and Mr D, but we have an open-door policy. We’ll look at any partnership that makes strategic sense and is sustainable for us and our franchisees.”