Nando’s Case Study: A Restaurant With Excellent Execution of Basic Marketing Principles (2024)

FAQs

What marketing strategy does Nandos use? ›

Promotion: Regarding their promotion strategy, Nandos uses a lot of online tools to position themselves in the digital sphere. They use direct Marketing on Facebook, Instagram and Twitter (where they have a large following of over 3 million people) with seasonal offers and promotions.

The combination of popularity, good food and loyal customers promoting their brand on various social media platforms, is certainly working well for Nando's, and they look set to grow into an even bigger success story, with many more entertaining advertising campaigns along the way too.

7 P's of MARKETING:

7 p's of marketing include physical evidence, place, price, product, process, promotion and people.

Once dubbed the Mini of the restaurant market, by then M&B marketing director Adam Martin, for being fun, affordable and classless, with its appeal to a wide social and ethnic demographic - Nando's strong connection with the young has perhaps been the key to setting it apart from rivals.

Changing lives, together

But good business is about more than happy customers. It's as much about the communities we operate in – we work hard to spark their creativity and make a positive difference wherever we can. We believe in the people that work for us – our Nandocas – encouraging their growth.

Nando's unique selling point is its flame-grilled peri-peri chicken, which is marinated for 24 hours and cooked to order.

Each one of our restaurants has its own unique design, but they all have earthy textures and colours that remind us of our sunny Afro-Portuguese roots and feature original, local South African art and unique design touches that make it the perfect place to sit down and enjoy the best food you've ever tasted.

Nando's competitive advantage, as assessed through Barney's (1991) VRIO framework (Value, Rarity, Imitability, and Organization), becomes evident. Its financial strength empowers risk-taking in global expansion and unique marketing approaches.

Nando's weaknesses; Nando's has limited options on offer for vegetarians( they focus on chicken ) which reduces customer inflow, customers in South Africa cannot order online.

Nando's focus is on generation Y whose ages are from 18-30 and generation X of age 30+ customers (Mhlanga, 2018). The gender of customers is both male and female furthermore their income level is medium to high. The customers of Nando's target are graduates, and their occupation is a young professional or young family.

What does Nando's stand for? ›

The restaurant was then named after Fernando himself, and his son, who is also called Nando. Early on Nando's adopted its mantra of not being just about the chicken, but chicken embodying the five core values of pride, passion, courage, integrity and family.

Who owns Nando's? South African businessman Dick Enthoven and his family purchased the Nando's restaurant group in 2014. Enthoven's son Robby had taken over running the restaurants in 1993 and was responsible for expanding the chain in the UK.

Operating profit for the company returned to £17m for the first time since 2020 as margin on returning sales exceeded its fixed operating costs. Nando's has reported that revenues increased to £1.2bn for the year ending February 2023 with sales for the group in excess of pre-pandemic levels.

PERi-PERi, also known as the African Bird's Eye Chilli, is the key to our legendary, flame-grilled PERi-PERi chicken. It's grown in the African soil, so the magic starts from the ground up. It tastes amazing, but the benefits don't stop there: PERi-PERi chilli seeds are rich in Vitamins A, B, and C.

On top of anniversary gifts, Nando's offers other perks at work such as free meals when employees are on shift and up to 40% off when they're not. These are easy ways a company can show that they care about their employees.

Nando's focus is on generation Y whose ages are from 18-30 and generation X of age 30+ customers (Mhlanga, 2018). The gender of customers is both male and female furthermore their income level is medium to high. The customers of Nando's target are graduates, and their occupation is a young professional or young family.

Nando's competitive advantage, as assessed through Barney's (1991) VRIO framework (Value, Rarity, Imitability, and Organization), becomes evident. Its financial strength empowers risk-taking in global expansion and unique marketing approaches.

Whether it's across Facebook, X or Instagram, Nando's always delivers punchy and playful social media content. Pithy one-liners or jumping on the news trends where relevant and chancing a laugh with it, Nando's represent social media humour at its best.