Known for its authentic braaied chicken and famous sauce, Zebro’s has revealed a new corporate identity and store look that is as South African and welcoming as a traditional braai.

Zebro’s started in the 90’s and grew from a small store in Caledon to over 54 stores across South Africa. The brand’s claim to fame and popularity rests on its coal-braaied chicken and unique basting sauce.

Zebro’s has chosen to return to its Cape roots to unveil the first of its new look stores in Stellenbosch.

“Every brand goes through a period of reflection that requires business owners to assess their standing in the market,” says Jan de Beer, Managing Executive for Zebro’s “The revamp follows a shift in strategic direction for the brand.”

“There has been a big change in how consumers view brands and perceive value. We asked ourselves the questions: Are we relevant? Are we connecting with consumers? Do we add real value to a consumer, not only in price but in product quality and a differentiated customer experience?”

The logo and slogan makes explicit reference to the fact that the chicken is braaied and not fried or flame-grilled. The contemporary store design features is relaxed and inviting.

Chicken is the largest and most competitive category in QSR. Consumers are bombarded with a lot of different messaging and in tough economic times, they think carefully before parting with their hard-earned rands. The new look menu amplifies the quality of the food yet keeping the great value offering Zebro’s is known for.

“The refreshed look is aligned to our brand’s mission and showcases the wide variety of value meals, including a range of salads and family meal options,” says de Beer.

“We are excited and confident that our refresh will give our customers a truly welcoming South African experience, with great food at great value,” de Beer concludes.

Reference: Taste Holdings News Release