Steers Case Study

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Steers was founded in the 1960’s by George Halamandaris. After spending an immense amount of time in America, George got the idea to open a South African steakhouse. John Halamandaris, George’s son, opened up the first steers restaurant in 1970, in Jeppe, Johannesburg. Some of the extended family decided to become part of the business and by the early 80’s they opened the fourth Steers restaurant in Sandton City, Johannesburg. As the franchise continued to expand through the rest of Southern Africa, families started to join, eventually selling their shares to Famous Brands. By1983, Steers had decided on a new franchise program advertising only once in a local newspaper as an invitation to other franchises who might have been interested in joining.…show more content…
Val Bourdos. the current managing executive of Steers, said; “For the last 15 years. Steers has won the award for the best burgers and for the last 13 years, the best chips in…show more content…
The majority of customers (93.1%) said that they have noticed that Steers prices have increased over the past few years and only 6,90% said that it has stayed constant (Graph 2). In Graph 3, 55,17% of the customers have said that the customer service has stayed constant over the last few years and 27,59% of the customers said that the quality of service has gone from good to bad. Not one person indicated that the service has gone up. Although it is good that the majority of people have said that the customer service hasn’t decreased that much, it is bad that the customer service hasn’t increased with the prices. This means that there is an imbalance in the prices and quality of customer service. The customers should get better service since they are paying more for the same type of food. In Graph 4, 82,78% of customers have indicated that the quality of the food at steers has not increased in relation to the price, and 89,66%. This means that most of the customers do not feel that they are getting the same quality of food and service as what they are paying for. as time goes on. In graph 6 and graph 7, the customers were asked if the quality of food validates the price increase, where 75,83% of people said no, and they were asked if the quality of

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