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Marketing · Archive
Fast food brand relaunches
From the AdVantage archive. This report was published on this domain when AdVantage covered the South African media, marketing and advertising industry as a monthly title. It is kept online for reference and has not been updated; people, prices and companies named in it have moved on.
Steers has reinvented itself with a new positioning and image that focuses on the brand’s core benefit, and that which has made it one of South Africa’s favourite fast food brands since its launch in 1960 – Real Burgers.
The relaunch encompasses everything from the brand vision to its corporate identity and packaging, store design and menus, staff uniforms and standards, even the retail space and choice of equipment. The only thing that hasn’t changed is the reason that Steers has won both the Best Burger and Best Chips categories in the Leisure Options awards for the past 15 years – the mouth-watering product range.
Steers is owned by Famous Brands. This is the fifth revamp in the brand’s 50 year-history.
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