1.Nando'S_ the Tale of SA's Most Successful Restaurant Export - Mweb.co

8/12/2019 1.Nando'S_ the Tale of SA's Most Successful Restaurant Export - Mweb.co

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4/3/2014 Nando's: The tale of SA's most successful restaurant export - mweb.co.za

http://www.mweb.co.za/Entrepreneur/ViewArticle/tabid/3162/Article/7220/Nandos-The-tale-of-SAs-most-successful-restaurant-export.aspx 2/5

Worldwide Art Project, where artists from local

communities are invited to interpret Nando's in their

chosen, local art form. The artist is then profiled along

with their art, and the restaurant wall is transformed

into a gallery showcasing their work. Nandos has the

largest collection of South African art in the UK, with

over 3,000 works displayed in their restaurants.

Individualised store design and the mixed service

model proved to be a highly successful formula. By2001 there were 29 branches in the UK, and by 2005

the number had risen to 114. In 2012, Nandos registered a profit of 14.7 million, up from a loss of 7

million in 2010-11 a 26 per cent increase over the year. Since then, the UK's love for Nando's has

grown so much that there are over 250 outlets across the country. They occupy a particular place

within the food service industry known as 'fast casual dining. A survey by the market research

company NPD shows that restaurants in the 'fast casual sector have an average 'revisit intent

(defined as definitely or will probably go again) of 69 per cent. Nandos has a 'revisit intent of 80 per

cent. They serve everyone from happy families to workers at lunchtime, and from groups of teenagers

to dating couples. It's a safe place for teenagers to go on their own, and in an astute marketing move,

Nando's is relaxed about its teen-appeal and even encourages it by offering free refills of soft drinks.

Nandos sees its customers as its best brand advocates. They have carefully

cultivated some clever branding elements, and astutely reveal the famous

names who have passed through the restaurants doors, including David

Beckham and J-Z, on a blog on its Facebook page, which has 13 million

followers. In 2010, Advertising Age magazine named Nando's as one of the

world's top 30 hottest marketing brands.

In 2009, two students from London, James Colom and his friend Marc Joss (who ate at Nandos every

weekend) set up a website called Rate Your Nandos a place where different Nandos branches can

be rated and compared. Their site now gets about 500 hits a day. The top contributor to Rate Your

Nandos, and number one in the websites 'hall of fame is Ryan Wilson, who has eaten more than

1,000 meals in 139 different branches. Wilsons aim is to eat at every Nandos in Britain, but it is a

huge task. No sooner has he struck one branch off his list than another one opens. 'But then again, he

says, the worst thing that could happen is to go to all the branches and then have to wait for new ones

to open. I can only see it as a challenge.

Some quirky statistics on their website

(www.rateyournandos.com) include:

The most isolated capital city in the world is Santiago, Chile which

is a whooping 4,915 miles away from its nearest Nandos in

Camps Bay, Cape Town. Unfortunately, we are yet to find any

cheap flights for you Santiaguinos;

In need of an urgent Nando's fix? You better hope you are in

London or Melbourne, which with over 100 Nando's each, have the highest restaurant density in the

world!

The Nandos with the longest name in the whole world is Pietermaritzburg, Kwazulu-Natal, South

Africa which has a huge 16 letters. It really is quite a mouthful!

The largest Nando's in the world is in Stratford Westfield. It has space for 260 Nandoers to eat at

once.

So is the Nando's secret that it is more than just your usual takeaway place?

Nando's professed unique selling point is that it is all

about the family feel. It prides itself on its spicy

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3/5



chicken and it does seem that the Nando's peri-peri

sauce remains its basic selling point, but it's the

friendly atmosphere, both for workers and clientele,

that keeps its fans loyal. Customers know what

they're getting, which is quick, friendly service, clean

surfaces, big tables you can spread out over, unique

art on the wall, and a different architectural style in

each restaurant.

But there is more to the brand. In a shrewd move,they have added something unique to their marketing

campaigns: a dash of comedy, entertainment and the

ability to make people laugh.

Nandos are well-known for their adverts and have made use of witty, astute, and occasionally

controversial marketing campaigns to promote themselves. They have built their brand to extend

beyond food, and they use humour and political satire to create popular adverts, which range from

being hugely controversial to s imply providing a good laugh.

A Nandos advert can go viral within minutes but it can sometimes land them in trouble too, as theirsatirical adverts comment on social, cultural and political issues in an off-beat manner. Their irreverent

and viral marketing campaigns include The Last Dictator Standing, Julius Malema calling for change

and the 2012 Diversity ad, which took a controversial approach to xenophobia in South Africa, and was

quickly banned by television broadcasters.

To celebrate their 25th birthday, they ran a series of adverts celebrating the reasons why they love

South Africa:

Nando's Athletes (car guards) #25Reasons

Nando's Anthem (Nkalakatha) #25Reasons
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4/5

Abiding by their mission statement that We live according to a set of values which are core to

everything we do. They are pride, passion, courage, integrity and family. Our aims are genuine but we

dont take ourselves too seriously and our fun approach to life means when you visit Nandos you can

fully relax without airs and graces is definitely a winning formula for this popular brand.

Geoff Whyte, newly appointed CEO of Nandos

Southern Africa, has recently joined the company,

after holding top-level positions at Unilever, Pepsico

and SABMiller. He was named Sunday Times

Marketing Person of the Year after receiving three

accolades for marketing effectiveness while at the

head of Cadbury-Schweppes. David Niven, global

CEO of Nandos, has said We are delighted to

welcome Geoff into the Nandos family at what is an

exciting time for the business. We believe his broad

experience will add considerable value to the group."
http://youtu.be/JCR1sO1GL8Yhttp://youtu.be/eUAKjzEzeq8http://www.youtube.com/watch?v=Y03wspg2DcA&feature=share&list=UUAv6XHmEX5oROsruRwpzwVg


5/5



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The combination of popularity, good food and loyal customers promoting their brand on various social

media platforms, is certainly working well for Nandos, and they look set to grow into an even bigger

success story, with many more entertaining advertising campaigns along the way too.

Follow @m_trepreneur

Disclaimer: T he information on this website is for educational purposes only, and is not intended to be used as advice.

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1.Nando'S_ the Tale of SA's Most Successful Restaurant Export - Mweb.co

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