A new study by a UWC researcher argues that the dynamics of South Africa’s race, class, gender and cultural identity issues all intersect when you sit down at a Spur family restaurant.

Thembelihle Bongwana has completed her Doctor of Philosophy at the Department of Women’s and Gender Studies. Her dissertation is entitled, Public Eating, Food Spaces, and Social Identities in South Africa’s Spur Family Restaurant.

This graduation, Bongwana is one of 46 PhD candidates who will be capped at Summer Graduation 2024. There are 91 Master’s graduands as well as 399 candidates who completed their degrees.

Bongwana has, in part, examined how Spur, as a hallmark of the fast food and restaurant industry in South Africa, should revisit its branding and marketing strategies to move beyond superficial rainbow-nation narratives and authentically engage with South Africa's diverse identities.

“What I am saying essentially is that the Spur is an institution that builds dreams or creates dreams that South Africans have become happy and okay with. It's also important research because this is one important thing that makes Spur so powerful. And even when I interviewed the media person at the Spur there was an overwhelming sense of pride when talking about how they shifted from traditional forms of advertising and now they use ‘real’ feedback and ‘real life stories’”.

Bongwana’s research interrogates Spur’s branding, which she argues relies heavily on North American themes such as the "Wild West" aesthetic, and that this choice masks local socio-historical realities, such as the legacy of apartheid, and displaces indigenous cultural narratives.

As part of the data collection for her research, Bongwana took into account high-profile racial incidents at Spur restaurants, which were widely reported in the media and which she then analysed as case studies. She concluded that these events revealed the dissonance between Spur's inclusive branding and the persistent racial tensions that emerge in its public spaces.

Bongwana said: “My research offers a profound exploration of Spur Steak Ranches, a franchise that began during apartheid and has evolved into a cultural cornerstone of South African dining. The dissertation delves into how Spur navigates the intricate interplay between food, identity and politics, serving as both a site of joyful conviviality and a reflection of enduring societal complexities.”

Through an in-depth analysis of Spur’s branding, advertising and organisational practices, she illustrates how this iconic restaurant chain embodies and reproduces narratives of race, gender and class while contributing to post-apartheid mythmaking, particularly the "rainbow nation" ideal. Her work critically engages with the ways in which popular culture both perpetuates and challenges systems of inequality, making a significant contribution to global scholarship on the cultural politics of food.

This intersectional research study also suggests continued advocacy and policy reform to address broader systemic issues like unequal access to leisure spaces, labour exploitation and socio-economic barriers. Bongwana’s recommendations underscore the need for both systemic change and localised interventions in public eating spaces to foster equity and inclusivity.

This graduation is also special for UWC Rector and Vice-Chancellor, Professor Tyrone Pretorius. This is the last graduation ceremony he will officiate before retiring.

Prof Pretorius said: “As I prepare to bid farewell to my role as Rector and Vice-Chancellor of the University of the Western Cape, I am filled with a profound sense of gratitude and reflection. Leading this incredible institution has been a privilege beyond measure, but it has also been a journey that often felt like navigating a tornado - a whirlwind of challenges, exhilaration, and transformation.”

Prof Pretorius’s career at UWC spans over three decades, during which he held various senior leadership positions. Starting as a student, then an Academic Assistant, he rose through the ranks to become a Lecturer, Senior Lecturer, Associate Professor, Professor, Head of Department, and Dean of the Faculty of Community and Health Sciences.

In 2001, he was appointed Deputy Vice-Chancellor: Academic, a position he held until 2005, culminating in his appointment as Rector and Vice-Chancellor.