As a young man, he learned the true meaning of hard work and perseverance as a dishwasher, working long hours standing on a plastic crate just so he could reach the plates. Today, he has taken over from his father by heading up five Spur branches in Bloemfontein. John-Louis de Jesus shares what it means to have a taste for life and how Spur has shaped Bloemfontein’s food industry over the years.
“We all pitched in to make a dream possible.”
John invited Get It to Alabama Spur in Mimosa Mall, where he shared how the brand has evolved since his father started in 1977. He explained that his father was given the opportunity to own a franchise by the founder of Spur and the first restaurant was opened across Hoffman Square in the CBD. “It was called the Alabama Spur. This name still exists at the restaurant in Mimosa Mall today. Mr Ambor trained my father himself, a passionate man that was obsessed with client service and having a great vibe,” he expresses.
His father had his own way of doing business and the mentorship he received from the founder was a recipe for success. “There are many secrets to our sauce, but his fundamental belief was that you have to welcome each and every guest as if you are serving your own family, if that is your guideline, you will always be warm, do what is right, give your best and make them and yourself proud,” he recalls.
When asked how it was for him to learn the way of business throughout his childhood, John’s face lit up as he remembered his first shift, the shift that made him decide that he wants to learn more about the business. “I still put on an apron and do it sometimes, just for the memories. But perhaps my first shift was even before I was born, as my mother was highly pregnant with me and also in the kitchen making calamari and crumbed mushrooms most nights. We all pitched in to make a dream possible.”
This foundation is true to what Spur stands for as a brand, and for John, family is at the heart of Spur. Clients who were once kids riding on the Spur roller coaster, now bring their parents and grandparents for a Mother’s or Father’s Day to say thank you. “I see my young clients are now in our stores with their children, making memories, sharing a delicious meal, playing with friends in our play areas, having their faces painted, celebrating birthdays and special moments. It fills our hearts with joy,” he says.
The brand itself has evolved, just like many customers have but what he says remains consistent over the years is that Spur will always be part of being South African. His father went against all odds and took the risk to innovate the kids’ play area when it was just a Steak House. The first kids’ play module in Spur history was the Burning Spear in Bloemfontein. “It was an overnight success, this was revolutionary and it elevated Spur to the ‘Official restaurant of the South African family’, a title that makes us gleam with pride,” he says.
Although he can’t let us in on all the secrets, he says keeping the traditions of what made the business a success still proves to be favourable in a digital age. “We still do all our check sheets and count on paper with pencil … We know we live in a digital age, and we have modern systems that we use next to the old ways, but sometimes the old ways cannot be beaten. This is just a small tradition we keep.”
Apart from being an owner, John is in charge of the day-to-day running of Spur branches in Bloemfontein. He also serves as a consultant on several bodies for Spur Corporation, for example, the Menu Committee, as well as heading up Operations for the group’s other divisions like fuel and logistics.
So then, what does it mean to have a taste for life if you wear many hats in the business? For John, the answer is easier than choosing his favourite meal on the menu (Spur Pepper Burger, with Chips and Onion Rings). It is about doing everything with joy and energy.
“It is to be grateful and excited for the opportunities God grants us every day and to go for it bravely and with a cheeky smile on our face and confidence in your chest, even when the moment might seem daunting,” he expresses.
“A taste for life is to have a vibe, to live life to the fullest, to create great moments with the people you love and cherish. That is what Spur is all about.”
Text and Photographs: GYPSEENIA LION
