Debonairs Pizza (often referred to as Debonairs) is a South African pizza restaurant franchise, headquartered in Johannesburg. The chain operates 700+ outlets in Africa and the United Arab Emirates.[5]
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| Industry | |
|---|---|
| Founded | 1991 in Pietermaritzburg, KwaZulu-Natal[1][2] |
| Founders |
|
| Headquarters | Midrand, , |
Number of locations | 710[3](2025) |
Area served | Africa United Arab Emirates |
| Products | Pizza Pasta Chicken wings Submarine sandwiches Dessert |
| Parent | Famous Brands[4] |
| Website | www |
History
editDebonairs was founded in 1991, in the Park Road Spar in Pietermaritzburg. The company was founded two university students - Craig MacKenzie and Andrew Harvey - who had just R6,000 (~ $320) between them. MacKenzie came up with the idea and business model to found the company following a gap year trip to Los Angeles, while studying at the University of KwaZulu-Natal.[2]
From conception, the restaurant offered free delivery services, and delivery people would wear tuxedos with bowties, as a differentiator.[5]
Subsequent restaurants established were located in Umhlanga and Durban.[6]
In 1996, Steers Group (now Famous Brands) acquired Debonairs, and in 1997, the company opened its first restaurant outside South Africa, in Manzini, Eswatini.[5]
Debonairs began delivering food by vehicle in 1997.
The following year, the chain opened its 60th restaurant (located in Rivonia), and received the SA Franchisor of the Year award from the Franchisee Association of South Africa.[5]
In 1999, Debonairs aired its first TV commercial.
The chain's tagline was changed in 2005 from the existing, "We Deliver Smartly" to the new, "It's the way you like it". This was changed to the current tagline; "Try Something Different", in 2011.[5]
In 2010, the restaurant chain became the first pizza brand in Africa to offer mobile ordering.[5]
After 25 years of operation, Debonairs opened its 600th restaurant in 2016, in Botshabelo. In 2020, the chain opened its 700th restaurant.[5]
Operations
edit
As of 2018, Debonairs Pizza was the largest pizza restaurant chain in South Africa.[7]
As of 2025, the company had over 700 restaurants across 15 countries, most of which are in Africa. The company also had locations in the United Arab Emirates.[8] The majority of its restaurants are located in South Africa.
Corporate social responsibility
editIn 2012, Debonairs started its CSR initiative, called Doughnation, working with local charities and communities in need in South Africa.[5]
In 2018, Debonairs ran a South African TV advertisement campaign on national (free-to-air) and DSTV channels, in support of the LGBT community. The ad featured a female same-sex couple, and the tagline, "Celebrate Different". Debonairs Marketing Executive Toni Joubert instructed FCB Johannesburg to create a campaign that acknowledged the diversity of South African society and culture, where the message encouraged the audience to be tolerant of and celebrate South Africans' differences. The campaign received positive and encouraging responses from the public.[9]
Accolades
editIn 2016, Debonairs Pizza was voted South Africa's favorite pizza brand, and 3rd favorite fast food brand, in the Sunday Times Top Brands Awards.[5] In the same year, the South African Customer Satisfaction Index (SAcsi) for Fast Food Restaurants found that Debonairs Pizza had the most satisfied customers in the fast food industry, taking 1st place for quality and value for money.[10][11]
In 2019, the chain won the Top Brands Award again, and moved up to second place for favorite fast food brand.[5]
See also
edit
References
edit- ^ Kruger, Henno (2012-11-27). "10 Facts: Debonairs Pizza". Running Wolf's Rant. Retrieved 2019-03-02.
- ^ a b c "Craig MacKenzie (Debonairs)". www.startupgrind.com. Retrieved 2019-03-02.
- ^ Malcolm Libera (27 January 2025). "How much it costs to own a fast food franchise in South Africa in 2025". BusinessTech. Retrieved 30 April 2025.
- ^ "Famous Brands shifts focus by closing popular SA fast-food chains". Cape Town ETC. Retrieved 30 April 2025.
- ^ a b c d e f g h i j "Our Story". Debonairs Pizza. Retrieved 30 April 2025.
- ^ "Steers Holdings Limited". Studyingbusiness.co.za. 20 August 2013. Archived from the original on 4 November 2016. Retrieved 4 November 2016.
- ^ "Roman's Pizza CEO Allegedly Threatens To 'Burn Down' Competitors And 'Go To War' With Them". HuffPost South Africa. 2018-06-08. Archived from the original on 2019-03-06. Retrieved 2019-03-02.
- ^ "Our Footprint". Debonairs Pizza. Retrieved 30 April 2025.
- ^ Roberto Igual (29 January 2018). "Debonairs Pizza stands up for LGBTQ inclusion (Watch)". MambaOnline. Retrieved 30 April 2025.
- ^ "Debonairs Pizza has the most satisfied customers in the fast food industry". Bizcommunity.com. 10 November 2016. Retrieved 30 April 2025.
- ^ Staff Writer (8 November 2016). "Best and worst fast food restaurants in South Africa". BusinessTech. Retrieved 30 April 2025.