Nandos

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Part I
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INTRODUCTION

ORIGIN OF REPORT
This project was assigned to us in our Marketing Research course, in order to gain a practical understanding of what it takes to actually implement marketing research in a company. Our faculty gave us the liberty to choose any company of any industry, and thus we chose to do our report on Nando’s Chicken Restaurants, Bangladesh.

OBJECTIVES
The objective of this report was to analyze and evaluate the service delivery process of Nando’s Restaurant. Also, the project aimed to evaluate the existing service delivery process with the help of tools such as the GAP Model, the SERVQUAL scale, the 8 P’s of Service Marketing, the Flower of Services, and the Market/Internal/Competitor Analyses by using SPSS.

SCOPE AND LIMITATIONS

Scope
The basic idea behind the project was to evaluate Nando’s as a service company, recommend necessary steps to improve on service quality and delivery process to ensure that the restaurant can become a leader in its field. We carried out detailed consumer surveys and management discussions in order to evaluate the current brand image and for in-depth understanding of the service quality, service delivery and the brand image of the company. The food industry is a highly competitive and booming sector in Bangladesh, and we wanted to bring forth the qualities or features that made Nando’s what it is, and suggest any improvements if necessary.

Limitations
Given the scope of the study and methodology used, the limitations of the project are as follows: •Time constraints
The sample sizes were relatively small, which refrains us from properly representing the entire Nando’s customer and. •Some qualitative factors were difficult to evaluate.
Only a few of the most accesible criteria was chosen whereas several other important factors might have been overlooked.

COMPANY PROFILE
Nando's is a restaurant chain originating from South Africa with a Mozambiquan/ Portuguese theme. Founded in 1987, Nando's operates in 26 countries and on five continents. Nando's specializes in chicken dishes with either lemon or herb, medium, hot or extra hot Peri-Peri marinades (properly known as Galinha à Africana). In some countries, Nando's has other flavour options like mango and lime, or Mediterranean. History

The restaurant is named after Nandie the son of Fernando Duarte, a Portuguese national living in South Africa. He and a friend, Robert Brozin, bought a restaurant called Chickenland in Rosettenville, southern Johannesburg, in 1987. This became the first Nando's restaurant, which incorporated influences from former Portuguese colonists from Mozambique, many of whom had settled on the south-eastern side of Johannesburg, after their homeland’s independence in 1975.

The Beginning

Nando’s Peri-Peri Flame-Grilled Chicken didn’t just fall out of the sky! Their natural wonder dates back to a time when the brave Portuguese set out to explore new worlds… The explorers tried to sail to the East, where it was rumoured treasures abounded. They realized that they couldn’t make it without a stop to replenish stores for their journey. So in what is now known as Mozambique, they established a port. The rich and fertile lands they discovered enticed many explorers to settle. The Portuguese flourished here and life soon included great food, wine and much laughter.

Discovering Peri-Peri
Indigenous Africans introduced the Portuguese to the African Bird’s Eye Chilli. The locals called this fiery little chilli Pili-Pili, which means Pepper-Pepper in Swahili. Peri- Peri’ was the best stab the explorers could make at pronouncing Pili-Pili, so Peri-Peri it became. They immediately added it to their cooking and it soon became an integral part of their lives. The women found that Peri-Peri aroused passion in their men and were delighted that something so small could prove so satisfying.

Bowl of Chillies: Nando’s hatches
413 years later the...
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