Steers launches first new-look Drive Thru in KrugersdorpAugust 21st, 2012 by Susan Reynard | Categories: food, industry, restaurants, tourism
“Fresh, fast and fun” is the Steers slogan and this is now being interpreted in the first 24-hour new-look Steers drive-thru, which allows customers to watch their burgers being flame-grilled the traditional Steers way without leaving the comfort of their cars.
The new drive-thru marks one of the final components of the relaunch of the Steers identity, which was rolled out over the course of last year by Famous Brands. The new Steers identity encompassed everything from the brand vision to its corporate identity and packaging, store design and menus, staff uniforms and standards, the retail space and choice of equipment. From the new contemporary CI to the new-look store space, the brand’s image aims to reflect authenticity and warmth, a return to the unaffected honesty of the Real Burger, and the Real Burger joint.
The new-look drive-thru is in Krugersdorp, in Johannesburg’s West Rand. It is open 24-hours and reflects the new Steers brand identity and positioning. The establishment subscribes to what Steers refers to as its “uncut” concept, which involves keeping the Steers experience as “real” as possible, and focused at all times on the brand’s core benefits – the flame-grilled 100% pure beef burger and hand cut chips sprinkled with our unique seasoning.
Steers has won both the Best Burger and Best Chips categories in the Leisure Options awards for the past 15 years.
As part of this concept, drive-thru customers at the new-look Krugersdorp restaurant are now able to watch their burgers being made in the famous Steers flame-grilled style. Steers’ operations executive Terry Boardman explains: “We did away with the traditional front-end, back-end areas in our stores when we undertook our national revamp programme last year. There is no distinction between these two areas in-store anymore – customers can see everything happening ‘behind the scenes’ and are part of that experience, which allows us to make the most of the theatre and drama of flame grilling, thereby bringing the focus onto the product. We thought it only fitting that we extend that experience to our drive-thrus too.”
This concept of the ‘naked kitchen’ is key to the chain’s in-store upgrade and is an integral part of the new Steers customer experience. The new-look drive-thru has been designed for maximum speed and efficiency, and is geared to handle increased drive-thru volumes. Limited seating is available inside, with the interior reflecting the same contemporary design and warm inviting setting that characterises the brand’s new look.
Jaco Bezuidenhout, owner of Steers Krugersdorp, concludes, “This is a great opportunity for Krugersdorp. This new and fresh look is the first in the country and I believe this will increase not only the foot count but the overall sales for Steers. Consumers will enjoy not only fast and friendly service, but a flame-grilled show to boot!”
Steers’ 24 hour drive-thru opened recently, and is located at 8 Paardekraal Drive, Krugersdorp.