With casual dining chain Nando’s about to celebrate its 25th anniversary, Thabang Ramogase, Marketing Manager, spells out the brand’s expansion plans. By Ian Armitage 20 www.southafricamag.com
hat the world’s appetite for spicy chicken is growing is evident from the fact that South African casual dining chain Nando’s continues to expand. Nando’s is one of South Africa’s most enduring and risque brands, and it sells some of the best chicken you can buy.
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Its core product, which is the signature peri-peri flamegrilled chicken, is made from the freshest A-grade butterfly cut chicken, marinated for 24-hours and with excess fat trimmed off. It also prides itself on only serving food with no added colour, flavour, additives or MSG. Its famed ingredient, the peri-peri, is rich in vitamin C, vitamin A, high in anti-oxidants and, best of all, the capsaicin in the chillies helps enhance metabolism and, consequently, burns fat quicker. Nando’s has a lot going for it. “We are a successful brand,” Thabang Ramogase, Nando’s South Africa Marketing Manager, says. “Of course we celebrate our 22 www.southafricamag.com
Its famed ingredient, the peri-peri, is rich in vitamin C, vitamin A, high in anti-oxidants
25th anniversary in 2012. We are still in the planning phase of the celebrations. However, I can say that the celebrations will, in a word, be audacious. The plan is to drive them from out of South Africa, with an idea that not only celebrates our South African roots, but also amplifies our global presence in the hearts and minds of our fans. The celebrations will kick off in earnest in the second half of the year, employing an integrated approach. Expect great creative output, song and
dance and, of course, more of our great peri-peri chicken.” The key to Nando’s success in recent years has been threefold: convenience, health and value for money. Convenience is vital. There is a demand for food that is prepared in a suitable timeframe in locations that are close to where people live and work because people have increasingly busy lives. Health is another big factor. The more people eat fast food, the more their need for healthier eating increases.
The celebrations will kick off in earnest in the second half of the year, employing an integrated approach. Expect great creative output, song and dance and, of course, more of our great peri-peri chicken
Finally, value for money has been extremely important. Nando’s is, and always will be, a premium brand but that doesn’t mean it can’t offer value. You certainly get what you pay for when you pay them a visit. “The brand at all times strives to remain relevant and desirable in keeping with our role as the leading quick service fine dining experience,” says Ramogase. “To this end we have been revamping our current store universe of some 300 stores at a rate of around 40 stores per annum, with new livery. The themes aim to
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