Originating from the Johannesburg suburb of Rosettenville in 1987, Nando’s is a fast-food chain known for its flame-grilled peri-peri chicken. Today, the brand has a presence in over 30 countries across five continents, making it a global marketing success story rooted in African flavors.
Nando’s, named after one of its founders, Fernando Duarte, embraced its South African origins by making peri-peri (an African bird’s eye chili) its unique selling proposition. The rich, spicy flavors, combined with a distinctive Afro-Portuguese heritage, became the cornerstone of Nando’s brand identity.
Challenges and Solutions:
- Cultural Palate Variations: Introducing a spicy flavor profile to various global markets meant navigating diverse taste preferences.
Solution: While the peri-peri essence remained consistent, Nando’s introduced varying spice levels and localized dishes to cater to different palates.
- Brand Communication: Nando’s humorous and often provocative advertising might not resonate in every market.
Solution: Nando’s invested in local market research to craft region-specific advertising campaigns, ensuring cultural sensitivity while retaining its edgy brand voice.
- Supply Chain Issues: Ensuring the consistent quality of peri-peri sauce and chicken across the globe was a challenge.
Solution: Nando’s established regional supply chain hubs and partnered with local farms, ensuring freshness and adhering to its quality standards
- Global Competition: The fast-food market is highly competitive with giants like McDonald’s and KFC having a strong global presence.
Solution: Nando’s leaned heavily into its unique brand identity, Afro-Portuguese heritage, and commitment to quality, differentiating it from other fast-food chains.
Nando’s global expansion has been a testament to the brand’s adaptability and commitment to its roots. By 2022, Nando’s had more than 1,000 outlets worldwide, each echoing the flavors and spirit of South Africa.