People clearly love a bargain. When South African fast food chain Steers announced that it would be offering R10 Rib Burgers today, it caused a rush on stores around the country and unleashed a social media storm.
No ad to show here.
Thing is, when long queues didn’t get any shorter and outlets around the country started running out of stock, people got angry. And the first port-of-call for rage that needs to be vented is social media.
A lot of the Twitter traffic revolved around the long queues:
Tweeting Live from #Steers Queues and hungry people everywhere! It’s madness!
— Roxanne Rhode (@RadioFoxie) June 13, 2012
Ok, we are going back to our steers in Queenswood. 1 O’cklock it is. I’m still standing. Soldier on. #Steers #TeamDieYoungAndBloated
— siyamthanda Skota (@siyamtandaskota) June 13, 2012
the ques are crazy #steers #ribburger
— Shaun Ferreira (@Shauney013) June 13, 2012
#steers no rib steers burgers in canal walk. Janine will rather go hungry than getting something else
— FAIZ JASMAN (@FAIZ1606) June 13, 2012
One parody account suggested that the rush might go right to the top of the country’s power echelons:
NEWS: Cabinet ministers have deployed their full contingent of VIP guards and blue light vehicles to get to #Steers before the public.
— SABC Too (@SABCtoo) June 13, 2012
Another user compared the waiting masses to the zombies from AMC’s popular show The Walking Dead:
It’s like an episode of #walkingdead. Bunch of zombies rummaging around Cape Town for rib burgers. #steers
— ClaireMarkwell (@Claire_Markwell) June 13, 2012
Others reported outlets across some cities completely selling out of burgers. This provoked some serious anger towards the brand:
#Steers, if you run a campaign promoting burgers, you should probably have some in stock. Went to three branches in Cape Town, all sold out.
— Andrew Morgan (@andrew_morgs) June 13, 2012
#Steers across most of Cape Town SOLD OUT – How ridiculous is that?! Inadequate planning by SA’s most overpriced burger joint #BrandFAIL
— Mo – Ya’eesh (@Mo_Yaeesh) June 13, 2012
The Q at #Steers Engen TygerFalls, no more rib burgers & its lunchtime – just been told no stock of anything! lockerz.com/s/216721260
— Kat (@PurringKittyKat) June 13, 2012
Tweeting Live from #Steers! Manager is ordering more meat on the phone! Desperate times!
— Roxanne Rhode (@RadioFoxie) June 13, 2012
But why did #Steers not limit quantities? These women just ordered 60 burgers. Kak man!!!! Been waiting over an hour now!
— Zweli Ndhlovu (@JustZweli) June 13, 2012
#Steers they advertise a special and they can’t supply. They should all be fired bunch of idiots working for them
— Clement (@Harpoon1981) June 13, 2012
Steers has since apologised for its failure to plan for the rush on its outlets and is offering Beef Rave Burgers as a replacement:
ALERT – REPLACEMENT ONCE OFF WACKY SPECIAL – BEEF RAVE BURGERS NOW R10 – TODAY ONLY!
— Steers Fast Food (@SteersFastFood) June 13, 2012
The fast food outlet also issued a full apology on its Facebook page:
“We never intended to mislead anyone – and have had to face some serious lessons this morning! We’re very sorry we can’t feed everyone, but hopefully we can make it up to you in the near future.”
The demand today has been nothing short of stratospheric. Companies have literally been ordering 100’s at a time, customers 50 at a time, and some stores have had to bypass the ‘no limit per person’ and some stores have cancelled phone orders — it’s just been kinda crazy.”
One Twitter user suggested that Steers’ competitors should take advantage of the situation:
If McDonalds or KFC were smart they’d offer the pissed off Steers customers a burger for R9.
— za5 (@za5) June 13, 2012
