Famous Brands takes Steers, Debonairs to Malaysia
Branded food services franchisor Famous Brands has concluded master licence agreements with Mesra Retail & Café in Malaysia, paving the way for the first Steers and Debonairs Pizza branches to opened in Kuala Lumpur.
Mesra now has exclusive rights to develop Steers and Debonairs Pizza restaurants across Malaysia.
Famous Brands CEO Darren Hele comments the long-term partnership with Mesra allows for the development of a nationwide network of Steers and Debonairs Pizza restaurants, reflecting Famous Brands’ ambitious to grow these strong brands across different markets.
“Mesra is an excellent local partner with a well-established presence, deep local knowledge and track record of serving local customer needs,” Hele states.
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 localised customer experiences.
In turn, Mesra will develop a local supply chain to provide ingredients and products for use in the restaurants.
Mesra CEO Ian Cruddas says the agreement marks a defining moment for Mesra as it expands its non-fuel portfolio and enters 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.”
Hele adds that Malaysia’s quick service restaurant sector has significant growth potential owing to the country’s entrenched culture of eating out and upper-middle-income demographic.
Steers has grown from the 1960s to have 744 restaurants across 14 markets, while Debonairs Pizza has grown since 1991 to have more than 730 restaurants across 17 markets.
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