Nando's Marketing Environment and the Environmental Factors That Are Most Likely to Affect the Bussiness
You’ll find it in Malaysia, Dubai and the UK (among several other international destinations), where it has the distinct taste of home. It is fast building a global empire, but its roots are in the local communities it serves with pride. And although it’s not scared to take a hard look at social issues – or to speak out about them – it maintains a soft spot for its consumers with an awareness that it touches their lives in many ways.
That’s what makes Nando’s such a special brand, according to Thulani Mahlangu, Brand Manager (Marketing Support Southern Africa Region). Of course, the story of the company’s beginnings also plays a part here: Robbie Brozin and Fernando Duarte opened the first restaurant as a little neighbourhood eatery. It now has close to 273 restaurants around the country and more than 1 000 worldwide, employing over 7 000 people. Yet, despite the fact that you can order your favourite flame-grilled peri-peri chicken in Botswana, Swaziland, Namibia, Lesotho, Nigeria, Zimbabwe, Congo, Asia, Australia, Sri Lanka, New Zealand and Washington DC, Nando’s has always remained true to its heritage.
Part of that heritage includes daring to comment on social issues, where other brands would prefer to keep mum. The public has come to view Nando’s as the voice of the people: “Because we’re willing to comment on all aspects of life – from politics to celebrities – we’ve been able to enter arenas usually closed to other brands. What’s more, the light-hearted, irreverent way it addresses these issues has endeared it to the public, enabling it to forge a rare and special connection with consumers,” says Mahlangu.
This connection is fostered further by its unique product. In a landscape dominated by unhealthy fast foods, often of questionable quality, Nando’s stands out for offering an authentic taste experience. ‘Experience’ is the key word here, because Nando’s prides itself not only on offering absolutely delicious peri-peri chicken, but doing so in an
That’s what makes Nando’s such a special brand, according to Thulani Mahlangu, Brand Manager (Marketing Support Southern Africa Region). Of course, the story of the company’s beginnings also plays a part here: Robbie Brozin and Fernando Duarte opened the first restaurant as a little neighbourhood eatery. It now has close to 273 restaurants around the country and more than 1 000 worldwide, employing over 7 000 people. Yet, despite the fact that you can order your favourite flame-grilled peri-peri chicken in Botswana, Swaziland, Namibia, Lesotho, Nigeria, Zimbabwe, Congo, Asia, Australia, Sri Lanka, New Zealand and Washington DC, Nando’s has always remained true to its heritage.
Part of that heritage includes daring to comment on social issues, where other brands would prefer to keep mum. The public has come to view Nando’s as the voice of the people: “Because we’re willing to comment on all aspects of life – from politics to celebrities – we’ve been able to enter arenas usually closed to other brands. What’s more, the light-hearted, irreverent way it addresses these issues has endeared it to the public, enabling it to forge a rare and special connection with consumers,” says Mahlangu.
This connection is fostered further by its unique product. In a landscape dominated by unhealthy fast foods, often of questionable quality, Nando’s stands out for offering an authentic taste experience. ‘Experience’ is the key word here, because Nando’s prides itself not only on offering absolutely delicious peri-peri chicken, but doing so in an