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About Debonairs Pizza

The Meteoric Rise of Debonairs Pizza

Debonairs Pizza is the leading pizza restaurant in Africa. It was established in 1991 by two university students, one being Craig McKenzie, who operated from a family bakery in Pietermaritzburg. In 1996 Debonairs Pizza was acquired by the highly successful Steers Group of Companies, (now Famous Brands) giving the restaurant access to the most professional and polished support system available within the fast food franchising industry.

Smart Market

Debonairs Pizza was founded on an innovative relationship marketing strategy which has become one of the corner-stones of the restaurant's success. We pride ourselves on our focused direct marketing strategy aimed at building long term relationships with our valued customers. This strategy has been supported by innovative and creative advertising campaigns. The Debonairs Pizza business strategy has been built on the principle of extrapolating consumer insights. Thus ensuring that the brand remains relevant to both consumers, and within the QSR environment. The identified need for innovation has become a brand philosophy that filters through to the development and implementation of all business strategies.

Award Winners

Over the years, the outstanding success of Debonairs Pizza has been recognised with a team of awards and accolades from consumers to prestigious marketing institutions to stringent food industry watchdogs. These include the:

  • 2012, October Best pizza in "Best of Johannesburg" - Leisure Options Readers Choice Awards
  • 2012, September KZN Choice Awards
  • 2012, September Orchid Award (for the Pizza Tower TV ad)
  • 2011, 2 June Bronze APEX Advertising award for WTF Campaign in the ‘Launch’ category
  • 2011, May “Generation Next Awards” 3rd Coolest Fast Food Outlet – Sunday Times
  • 2011, April Opening of Debonairs Pizza Springsgate Drive Thru – the first pizza Drive Thru in Africa
  • 2010, October “Ask Africa Orange Awards” for customer service - 16th place
  • 2010, October “Best of Jo’burg” Best Pizza – Leisure Options Readers Choice Awards
  • 2010, August “Your Choice 2010 “ Best Pizza Category – Daily News
  • 2009, August "5th in the Fast Food Category" - Sunday Times Top Brand Survey
  • 2009, May "3rd Coolest Fast Food Outlet" - Sunday Times
  • 2008 "Your Choice 2008 -Best Pizza award - The Star
  • 2008, May "2nd Coolest Fast Food Outlet" - Sunday Times
  • 2008, May "3rd Combined Eat Out/fast Food Category" - Sunday Times
  • 2008 "Your Choice 2008" Best Pizza award - Daily News
  • 2007 "Your Choice 2007" Best Pizza award - The Star
  • 2007, May "2nd Coolest Fast Food Brand" - Sunday Times
  • 2006, July "3rd" Coolest Fast Food Outlet" - Sunday Times
  • 2005, August "Best of the Best" Reader's Choice Award - The Star
  • 2004 Best pizza in "Best of Johannesburg" - Leisure Options Readers Choice Awards
  • 2004 "Best of the Best" Readers Choice Award - The Star
  • 2003 Best pizza in "Best of Johannesburg" - Leisure Options Readers Choice Awards
  • 2001 / 2002 "Choice Awards" - Leisure Options readers
  • 2001 Finalist for FASA Franchisor of the year
  • 2000 / 2001 (1999/2001) "Choice Awards" - Leisure Options Readers
    "No.1 Pizza in South Africa" Award - Fast Food and Family Restaurant Magazine's
    "Best Pizza in Gauteng" Award - Radio 702
    "Best Pizza in Cape Town" Award - The Saturday Argus
  • 2000 Finalist for FASA Brand Builder of the Year
  • 2000 won FASA Franchisor of the Year
  • 1999 "Advertising of new or previously under-advertised brand or service" Award - APEX
  • 1999 "Silver Assegai" Award for direct marketing - Direct Marketing Association (DMA) 1999 - Best pizza in "Best of Johannesburg" - Leisure Options Readers Choice Awards
  • 1999 "The most ingenious use of a limited budget during 1998" Special Award - APEX

Generation Next Awards

South Africa’s youth have named Debonairs Pizza, as the third ‘Coolest Fast Food Place’ in the Sunday Times Generation Next 2011 Brand Survey Awards. The results of the seventh annual Generation Next Brand Survey Awards were announced in the Sunday Times on the 29th May 2011.

Generation Next 2011