FRANCHISING

Africa’s Famous Brands wants a (pizza) slice of the Asian QSR market

By our African Marketing Confederation News Team | 2025

Master franchisor of brands such as Steers, Debonairs Pizza, Wimpy, Tashas and others announces a partnership in Malaysia.

Famous Brands, the Africa-based food services company and restaurant franchisor, has opened its first combination restaurant in Kuala Lumpur, Malaysia for the Steers and Debonairs Pizza brands. 

Photo: Famous Brands

This follows the conclusion of master licence agreements with Mesra Retail & Café, which operates more than 800 Kedai Mesra forecourt convenience stores within Petronas filling stations in Malaysia. 

 

Famous Brands has brands such as Tashas, Mugg & Bean, Wimpy and Milky Lane. It operates in various parts of Africa, the Middle East, the UK and elsewhere. 

 

Steers is known for its flame-grilled burgers and chicken dishes, while Debonairs Pizza’s popularity stems from its innovative pizza combinations. 

 

Famous Brands will assist Mesra in rolling out the two brands to ensure operational efficiencies, consistency, product differentiation, the adoption of consumer-facing technology and authentic, localised customer experiences.  

 

Mesra, with support from Famous Brands, will develop a local supply chain to provide ingredients and products for use in the branded restaurants. 

 

Ambition to grow brands in different markets 

 

“We have entered into a long-term partnership to develop a nationwide network of Steers and Debonairs Pizza restaurants, reflecting our ambition to grow these strong brands across different markets,” comments Darren Hele, CEO of Famous Brands. 

 

“Mesra is an excellent local partner, thanks to its well-established presence, deep local knowledge and track record of serving local customer needs. 

 

“While Malaysia’s quick service restaurant sector is competitive, it has significant growth potential thanks to its entrenched culture of eating out and upper-middle-income demographic.” 

 

Adds Ian Cruddas, CEO of Mesra: “This marks a defining moment for Mesra as we expand our non-fuel portfolio and enter the food and beverage market for the first time. With Debonairs Pizza and Steers, we are bringing Malaysians greater choice, exciting flavours and accessible global favourites with a dining experience tailored to local tastes.” 

 

According to South Africa’s Business Day newspaper, the move into Asia comes as Famous Brands continues to look for growth outside Africa amid mixed conditions across its African operations.  

 

“In its latest annual report, the group said it had completed a restructuring of its business outside South Africa in 2024, splitting operations into Southern Africa Development Community (SADC) and Africa and the Middle East (AME) regions to improve management focus and address different levels of risk,” Business Day reports. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.