Brands Intelligence Nados

8/3/2019 Brands Intelligence Nados

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162 Brands & Branding

Brand Profle

What do Julius Malema, Bill

Clinton and Joost van der

Westhuizen have in common?

They’ve all received a pecking

rom Nando’s, in the un-lled, ery way that’s

as synonymous with the brand as Peri-Peri

and fame-grilled chicken.

It’s a long way rom Rosettenville in

southern Johannesburg to the capitals o

the world, but that’s just how ar Robbie Brozin and

Fernando Duarte, the company’s ounders, have

taken Aro-Portuguese cooking. It all started with one

small outlet, a unique recipe, and the desire to create

a taste experience that is as warm and vibrant as the

culture it’s rooted in – and similarly spicy. That’s why any Nando’s encounter will make you eel as i you’ve

settled down in the kitchen with your noisy amily:

there’s the eel-right-at-home welcome (courtesy o

restaurants lled with bustle and energy), the gentle

jibing (usually conveyed through sassy advertising)

and, above all, a strong sense o pride rooted in

heritage.

These elements all come together in campaigns

that have been known to raise

eyebrows and drop jaws with

a trademark humour that’s

usually accompanied by a wry

smile and a shake o the head.

Whether it’s a politician who

has more words to say than

wisdom, or a celebrity who is

letting their ame get in the

way o their common sense,

Nando’s has an opinion and

can’t wait to share – and to

get other people talking about

it too.

This talkability is possibly the central tenet o

the company’s approach to marketing. Not that

the approach is always controversial, however.

Sometimes, the aim is simply to engage consumers

and get that dialogue going. Whilst this is emerging

as a key industry trend, with marketers striving to

move away rom the tradition o talking at rather than

to consumers, it’s been a part o the Nando’s way

since inception. This is because the goal has always

been to punch above its weight in terms o marketing,

with impact exceeding spend.

The new packaging or meals is a clear example

o a conversation starter. Taking a cue rom social

networking trends, a website – YourChirp.com –

was launched, inviting consumers to submit their

responses to questions like “What favour are you?”

and “What’s on your to-do list”. The answers have

been reprinted on serviettes, cartons, sleeves and

cutlery. Some are good or a laugh, others will have

you scratching your head; all remain true to the

philosophy o getting people to join in the un.

Importantly, the packaging is in line with another

contemporary movement: that o environmental

riendliness. All materials used are printed with lead-

ree ink and are ully compostable.

This is part o a greater accent on sustainability

that’s present in all areas o the business. That’s why

it has recently engaged environmental consultants

Nando’s newly revamped in-restaurant décor

Nando’s Only ibest for ama-visitors Campaign television advert

Nando’s in-restaurant on-going art initiative



Brands & Branding 163

xxxxxxNando's

Earth Capital to conduct an analysis

o the ecological ootprint o the

use o peri-peri. This is all the more

important, given that the organisation

is the world’s largest user o Arican

Bird's Eye chilli.

But back to that ability to create

talking points. Art is another unlikely

medium that has been put to clever

use as a way o making consumers

stop, take note and discuss. Here,attention-grabbing artists rom local

communities are invited to submit

their works to adorn the walls o

outlets. This initiative helps to create a

showcase or their work.

Innovative thinking o this sort

has been an integral part o the brand

since the outset. It’s the very quality

which has helped Nando’s respond

to changing consumer needs, as

demonstrated by the introduction o

Peri Delis in 2008. Without departing

too ar rom the original commitment

to lip-smacking fame-grilled chicken

with a peri-peri sting, these outlets

extend the concept o nutritious

meals a step urther with ree-range,

organic chicken and reshly prepared

salads and sandwiches. The Peri Delis

have provided a rereshing note, with edgy

design elements and a diverse menu creating

appeal or consumers who may not be attracted

to the idea o traditional takeouts.

With this in mind, they specically target

a more health-conscious consumer. It’s worthnoting, though, that fame-grilled chicken has

always been ahead o its ried counterparts. The

use o peri-peri makes it an even more enticing

option or those concerned about their health,

as the high vitamin and anti-oxidant content not

only aid in preventing cardiovascular diseases,

but the endorphins will make you eel good

while doing so. Meanwhile, the insistence on

using only A-Grade quality chicken serves to

entrench and distinguish this as a premium

brand.

The dedication to health was made clear

when the brand scheduled independent

nutritional research on all products, making it

the rst quick service restaurant in South Aricato do so.

It also received a thumbs up rom Discovery,

which elected to partner with Nando’s or the

launch o the Vitality Meal, a specially designed

oering which met the requirements o a

balanced meal.

At Nando’s, there’s never any silly talk about

chickens crossing roads. There’s no need –

everyone knows that this is where the action is.

www.nandos.co.za

Nando’s Best of Joburg Readers Choice Awards

press advert

Peri Deli restaurant window decal

Peri Deli’s range of fully compostable packaging



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Brands Intelligence Nados