nandos brochure

FEATUR

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N A N D O ’ S S O U T H A F R I C A

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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

S U C C E S S S T O R Y

‘ L O C A L G O N Eglobal’

T 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.

Nando’s FEATURE

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Its core product, which is the signature peri-peri fl ame-grilled chicken, is made from the freshest A-grade butterfl y cut chicken, marinated for 24-hours and with excess fat trimmed off. It also prides itself on only serving food with no added colour, fl avour, 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

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 amplifi es 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


Nando’s FEATURE

Willow Creek Olive Estate shares Nando’s passion for healthy and fl avoursome food of good quality. With this common ground our working relationship was established and Willow Creek is a proud supplier to Nando’s.

Recipes are custom developed to suit the specifi c requirements of our clients. Our Pitted Olives in Marinade, Chilli-Infused Red Wine Vinegar and Extra Virgin Olive Oil add to Nando’s fl avour.

[email protected]

Willow Creek Olive Estate

Its famed ingredient, the

peri-peri, is rich in vitamin C, vitamin

A, high in anti-oxidants


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.


Nando’s FEATURE

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 fi ne 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

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

P.O. Box 50299 Randjiesfontein, 1683

www.decorativeceramics.co.za

Tel: +27(0) 72 478 0124 or +27 (0) 11 0262 553

Fax: +27 (0) 86 523 0471

Decorative Ceramics specialise in the manufacture and marketing of ceramics, especially in the application and firing of on-glaze decal printing for the promotional market. Our products include: Household ceramics (coffee mugs, beer mugs,

ashtrays, lamps and general crockery), Decor & Garden (house numbers, plaques, bird feeders, watering sticks & ceramic fire lighters), Corporate Branding (on glass or ceramics products).

Over the last 29 years Decorative Ceramics has Over the last 29 years Decorative Ceramics has supplied promotional products to many businesses and major corporations in South Africa and internationally. Decorative Ceramics, with its dedicated employees, continues to deliver high quality ceramics and glassware to its clients.

Proud suppliers to Nando’s

South Africa & International

““

““PROTECTING YOUR TEAM, PROTECTING YOUR PRODUCT

Website: www.dwsa.co.za | Phone 011 493 9511 | Email: [email protected]

www.disposableware.co.za

Disposableware SA(Pty) Ltd is a leading importer and distributor of high quality "disposable" products, cleaning consumables, plastic & paper products to name but a few.

Our core focus is to ensure the supply of the best quality disposableware at the most competitive price with the most expedient delivery service.

Finally! A specialist in Disposableware.

Proud Suppliers to Nando’s

Hermes Cone & Snack Manufacturers93 Rustenburg Road

Krugersdorp West, 1739 Gauteng South Africa

Tel: +27 11 953-3757Fax: +27 11 665-1620

email: [email protected]


quality, detail in craftsmanship, our afro luso roots, all in relation to the way our product is made to be enjoyed by our fans. Just as no two fans are quite the same, the same is true of our new look stores. One will fi nd variation in the local art on the walls, architectural design, fi xtures and fi ttings and of course the nandocas that are happy to serve.”

Nando’s would like to keep up the momentum, however the market is tough. KFC is very dominant.

But once people experience Nando’s, they keep coming back, Ramogase says.


Nando’s FEATURE

ABOUT NANDO’S

Nando’s Group Holdings Ltd. operates a chain of chicken restaurants in South Africa and internationally. Its restaurants offer single meals, family meals, sides, starters, kid’s meals, drinks, desserts, burger and chips, salads, rolls, and dips, as well as table and cooking sauces, marinades, and snacks. Nando’s Group Holdings Ltd. was formerly known as Chickenland. The company was founded in 1987 and is based in Johannesburg, South Africa with locations in Australia, Bahrain, Bangladesh, Botswana, Canada, Cyprus, Fiji, India, Ireland, Kuwait, Lebanon, Lesotho, Malawi, Malaysia, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar, South Africa, Swaziland, the United Arab Emirates, the United Kingdom, the United States, and Zimbabwe.

HOT FAVOURITESCo Reg: 1973/004739/07

VAT No: 4090105588

Hot Favourites manufactures chilled and frozen prepared meals for the retail and food service industries in South Africa as well as abroad. These range from family favourites

like Beef Lasagne and Malva Pudding to customer speciic products such as for

Nando’s. Our relationship with Nando’s spans more than 10 years and they remain a spans more than 10 years and they remain a valued partner rather than just a customer.

We look forward to nuturing this relationship into the future.

CONTACT US TO FIND OUT MORETel: (021) 505-9700 Fax: (021) 505-9746

[email protected]


“Nando’s SA has delivered a stellar performance YTD, with one month left in our fi nancial year,” he explains. “Specifi cally, we have delivered consistent double-digit growth, on the back of innovation, strong promotional presence and even more improved quality standards. The brand’s strength continues to lie in large metropoles, however some strong growth has started to come through from smaller geographies across the country, largely as a result of better opportunities being afforded to the previously disadvantaged.

“The opportunity however still exists for the brand to drive trial in the fast food user category, as our research has shown that disproportionately more consumers that try Nando’s, are more likely to become users of the brand versus the competition.

“Given the state of global fi nances and the impending meltdown of specifi c European countries, that unfortunately are major trading partners with SA, the prognosis for 2012 is


Nando’s FEATURE

We still see opportunities

abound for us led by a combination of additional outlets as well as penetration into new market

segments

neutral to negative,” he continues. “Having said that, 2011 was no different, yet our performance was outstanding. We always plan for growth, as any good business should and are optimistic that we will continue on our current trajectory.

“The competition has seen very modest to fl at growth over the past year and the outlook for 2012 is probably no different, save perhaps for the relative newcomers who are getting organic growth from aggressively opening new outlets. We still see opportunities abound for us led by a combination of additional outlets as well as penetration into new market segments.”

On a local level, Nando’s will be opening new stores in 2012, while revamping existing ones with its “new look and feel”, Ramogase says.

“Our international expansion will continue into key markets,” he explains.

Another project in the offi ng is one that aims to develop a monolithic brand system, that will see Nando’s rationalise its CI globally.

“Our feeling is that the brand needs to present a consistent face to consumers, wherever in the world they may have a craving for our delicious chicken,” Ramogase says.

“What do I think is the key to Nando’s success? Authenticity. The brand has remained true to itself both intrinsically and extrinsically. While the tonality of form has shifted with the times, the core values of courage, integrity, pride and family have remained steadfast. Also, the brand while a force to be reckoned with, has never taken itself too seriously and this has given its people the latitude to do bold and exciting things,” he concludes. END

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www.nandos.co.za

nandos brochure

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