The four brothers who started one of South Africa’s most popular steakhouse chains

The Aaron brothers are the founders of Turn ‘n Tender, one of South Africa’s best-known steakhouse chains with a history that spans nearly five decades. 

The business was established in 1977 by the four brothers, Mervyn, Steven, Howard, and Brian Aaron, who opened the first 4 Brothers Turn ‘n Tender restaurant in Greenside, Johannesburg.

Their goal was to deliver a consistently high-quality dining experience focused on expertly prepared steak, a curated wine selection, and warm customer service.

The brothers’ philosophy was “good food, served with friendly honesty in a pleasant, comfortable atmosphere, with the right attitude.”

The brand quickly gained traction, and in November 1982, the Aarons launched a second location in Braamfontein. This branch soon became the flagship store and played a pivotal role in establishing the brand’s reputation. 

The Braamfontein restaurant was considered by many to be a culinary institution, attracting a loyal customer base and enhancing the visibility of the Turn ‘n Tender name.

Following several years of successful operation, the brand underwent a relaunch in June 2007. 

Brian Aaron partnered with property developer and businessman Farrel Osher to revitalise the business and modernise what it had to offer.

As part of this initiative, the brand returned to its original name, Turn ‘n Tender, and expanded its footprint by opening new locations in key areas. 

These areas included Parktown Quarter (Parktown North), the Thrupps Centre (Illovo), Nicolway Centre (Bryanston), and Camaro View Centre (Bassonia). 

The relaunch positioned the brand for growth in a more competitive restaurant market while maintaining its original values.

In July 2010, the company closed its smaller format “Mini Tender” concept and opted to open a larger, full-service restaurant at the Thrupps Centre in Illovo. 

This shift reflected the brand’s strategic decision to focus on full-scale operations that could better deliver its core value proposition of quality food, honest and friendly service, and a comfortable atmosphere.

The catalyst for Turn ‘n Tender

By 2013, Turn ‘n Tender had grown to five restaurants. Recognising its potential in the casual dining sector, Famous Brands acquired a 51% stake in Turn ‘n Tender’s trademarks and existing franchise agreements.

Importantly, two founding brothers, Brian and Mervyn Aaron, stayed on to help guide the brand’s next chapter. 

At the time, the steakhouse industry was experiencing significant growth. Famous Brands believed Turn ‘n Tender was well-positioned to carve out a strong niche between mass-market options and high-end fine dining. 

The brand’s long-standing reputation and popularity, dating back to its 2007 relaunch, made it an attractive investment.

Reflecting on the acquisition, Brian Aaron noted that the vision he and his brothers shared in 1977 remained unchanged: to offer a casual yet exceptional dining experience marked by top-quality food and heartfelt service.

Partnering with Famous Brands, he said, marked a proud milestone. It was a strategic move that would allow Turn ‘n Tender to benefit from the franchise giant’s operational expertise while preserving the soul and character that made the brand special. 

“Selecting the right partner for growth was a very important part of our decision,” Aaron explained at the time. 

“Famous Brands has tremendous insight into running and managing food franchises, so it was an obvious choice.”

Since then, Turn ‘n Tender has thrived, becoming one of South Africa’s most recognisable steakhouse chains. As of today, the brand operates more than 17 restaurants across the country. 

While the specific roles of the Aaron brothers in the business today are not widely publicised.

Sadly, Mervyn and Brain Aaron have since passed away. However, the legacy the brothers built together remains alive in every Turn ‘n Tender restaurant visited today.

Inside a Turn ‘n Tender