Famous Brands, the leading African food services franchisor, has officially opened its first Steers and Debonairs Pizza combo restaurant in Malaysia’s capital.

This marks the South African (SA) company’s first entry into the Malaysian market, following master licence agreements with Mesra Retail & Café Sdn Bhd (MESRA), a subsidiary of PETRONAS Dagangan Berhad. MESRA now holds exclusive rights to develop the two brands nationwide.

Steers is known for its flame-grilled burgers and chicken, while Debonairs Pizza has become popular for its inventive pizza combinations. Darren Hele, Chief Executive Officer (CEO) of Famous Brands, described the partnership as a long-term commitment to expand the brands across Malaysia. “MESRA is a strong local partner with deep market knowledge and a proven track record in serving customers,” Hele said.

Famous Brands will guide MESRA in introducing the two brands, focusing on operational efficiency, consistent quality, menu innovation, and the integration of customer-facing technology. MESRA will also establish a local supply chain to source ingredients and products tailored to Malaysian tastes. Ian Cruddas, CEO of MESRA, said; “This is an important milestone for us as we expand into food and beverage. Malaysians can now enjoy global favourites with a dining experience designed for local tastes.”

Hele added that Malaysia’s quick-service restaurant sector has strong growth potential, driven by a culture of eating out and a growing upper-middle-income population. Steers and Debonairs Pizza have previously thrived in African markets through master licensing and franchising, a model Famous Brands plans to replicate in Malaysia.

“Both brands operate in competitive categories, but we focus on delivering value, updating menus, and leveraging technology to enhance the customer experience,” Hele concluded. “We are excited to bring these trusted SA favourites to Malaysian diners.”

–ChannelAfrica–