Chief operating officer Kevin Hedderwick has used his extensive experience in brand management, not least at SAB Ltd, to position Famous Brands (the former Steers) to survive the consumer downturn - when there will be less disposable cash for takeaway food. Observers also believe that quality takeaways are no longer seen as a luxury. Offshore, the SA management's way of doing things is being applied to the Wimpy franchise in the UK, where there is huge potential for growth.