1.

INTRODUCTION

The Nandos Story

The Origins
Nandos is a casual dining restaurant group, founded in 1987 by Robert Brozin and
Fernando Duarte. The team bought a restaurant called Chickenland in Rosettenville,
southern Johannesburg in South Africa, and renamed it Nandos, after Duarte. The
restaurant incorporated influences from former Portuguese colonists from
Mozambique, many of whom had settled on the south-eastern side of Johannesburg,
after their homelands independence in 1975. The logo derived from the Rooster of
Barcelos. The initial design and corporate identity were developed by Mark Bischoff and
Bruce Gemmel. Nandos currently operates in thirty countries on five continents.
Nandos in Malaysia
The Nandos cockerel landed on the tropical land of Malaysia in 1998 at Jalan Telawi,
Bangsar - the 1st Nandos restaurant in Malaysia officially opened on 29 June 1998. (The
restaurant has since been relocated to Bangsar Village 1.
It didnt take long for the word to get around or for the people of Malaysia to get
addicted to spicing things up with a fix of flame-grilled PERi-PERi chicken.

History of Nandos in Malaysia

1998 They introduce Malaysians to PERi-PERi flame-grilled chicken at Jalan Telawi,

Bangsar.
2001 Their first restaurant outside of the Klang Valley opens at Genting Highlands but
they closed it two years later.
2004 Flamed more than their chickens, with accidental kitchen fires at their Putrajaya
and Chinatown restaurants.
2006 PERi-PERi fish. They actually served such a product. But now they stick to what
they know best chicken.
2007 - Introduction of their signature product, the Espetada.
2008 Customer can now add PERi-PERi sauce to their grocery list so they can infuse
their cooking with PERi-PERi sauce.
2013 With SS2 now open, there are 50 restaurants and 15 years old.

VISION AND MISSION

VISION
Our vision is to be the premier provider of chicken to our customers with superior
product & outstanding services.
MISSION
To be the best chain in the world by offering a world class chicken experience at
affordable prices with consistent quality, value and commitment to its customer base.
NATURE OF BUSINESS
Nando's is the massive-producer restaurant chain, which claims about the ownership of
the peri-peri sauce in their foods made of chicken. They deal in chicken only, providing
all the religious cultures a better sense of enjoying food as chicken can be eaten by all.
The peri-peri sauce was originally discovered by the Portuguese, who had found it
flame-grilled as they used it. These Nando's restaurants have Peri-Peri chicken as their
speciality. It provides chicken in all the quantities, and any part of it. They also provide
services to vegetarians like steak roll, but it is another fact that none prefers any other
option after taking a single bite of the peri-peri chicken

TYPES OF PRODUCTS

PERi-PERi Sauce
Flame-grilled PERi-PERi chicken
Chicken only
PERi-PERi Chicken for the Purists! Fresh A-grade chicken, marinated for 24 hours
& basted with your choice of Lemon & Herb, Mild, Hot, or Extra Hot PERi-PERi
sauce.
-

1/4 Chicken
1/4 Chicken with 2 REG Sides OR 1 Fino Side
1/2 Chicken
1/2 Chicken with 2 REG Sides OR 1 Fino Side
Butterfly Chicken Breast
Succulent chicken breasts in crispy skin. No bones about it
Butterfly Chicken Breast with 2 REG Sides OR 1 Fino Side
Whole Chicken
Chicken Strips and Rice
Juicy strips basted with PERi-PERi on a bed of Spicy or Mediterranean rice.
3 Chicken Wings
6 Chicken Wings
9 Chicken Wings

Platters to share
Perfect for groups - sharing is what Nando's is all about.
-

Meal Platter. For 2 people to share.

Full Platter. For 2 - 3 people to share.
Jumbo Platter. For 4 6 people to share

Burgers, Wraps, Pita

Chicken Breast Fillet
-

Burger
Burger with 1 REG Side
Burger with 2 REG Side OR 1 Fino Side
Pita
Pita with 1 REG Side
Pita with 2 REG Side OR 1 Fino Side
Wrap
Wrap with 1 REG Side
Wrap with 2 REG Side OR 1 Fino Side

Angry Mango
-

Burger
Burger with 1 REG Side
Burger with 2 REG Side OR 1 Fino Side
Pita
Pita with 1 REG Side
Pita with 2 REG Side OR 1 Fino Side
Wrap
Wrap with 1 REG Side
Wrap with 2 REG Side OR 1 Fino Side

Veggie
-

Burger
Burger with 1 REG Side
Burger with 2 REG Side OR 1 Fino Side
Pita
Pita with 1 REG Side
Pita with 2 REG Side OR 1 Fino Side
Wrap
Wrap with 1 REG Side
Wrap with 2 REG Side OR 1 Fino Side

Something Special & Salads

Something Special
-

Espetada
Espetada Rustica
Cataplana Originale

Salads
-

Portuguese Salad
Portuguese Salad with Chicken
Caesar Salad
Caesar Salad with Chicken
Algarve Salad
Algarve Salad with Chicken

Appeteasers & Extras

Appeteasers
-

PERi Soup & Garlic Bread

Chicken Livers and Portuguese Roll
Spicy Mixed Olives
Roasted Veg Dip & Pita
PERi-PERi Hummus and Pita
Altogether Now

Extras
-

PERinaise / Creamy Dip

Pineapple
Cheddar Cheese
Toasted Pita Bread
Portuguese Roll with butter

Sides & Fino Sides

Sides
-

Chips REG
Chips LARGER
Coleslaw REG
Coleslaw LARGER
Potato Wedges REG
Potato Wedges LARGER
Corn-on-the-Cob REG
Corn-on-the-Cob LARGER
Garlic Bread(s) REG
Garlic Bread(s) LARGE
Spicy Rice REG
Spicy Rice LARGER
Mediterranean Rice REG
Mediterranean Rice LARGER
Grilled Veg REG
Grilled Veg LARGER
Side Salad REG

Fino Sides
-

Sweet Potato Mash

Spinach
Three Bean Salad

Little Grown-Ups
Meals for under 12s. Grilled in kid's basting, our no burn option that has all the
flavour, but none of the fire.
Kids Meals
-

Chicken Breast Burger

Chicken Drumsticks
Chicken Breast Strips

Beverages
Designer Drinks
Designed by Nando's.
-

Sparkling Apple
Iced Mintea
Citrus Bliss
Madeira Red

Chillin Drinks
-

Bottomless Coca-Cola, Cola-Cola Light, Sprite, Fanta Strawberry

Bottomless Heaven and Earth Ice Lemon Tea
Orange Juice
Iced Chocolate
Iced Galo
Iced Americano
Mineral Water

Hot Drinks & Sweet Endings

Hot Drinks
-

Cappuccino
Galo
Americano
Espresso
Hot Mocha
Hot Chocolate
Hot Tea

Sweet Endings
-

Natas
Caramel Cheesecake
Lighten Up Chocolate Cake
Chocolate Crunch Roll
Hagen-Dazs Ice Cream Single Scoop
Hagen-Dazs Ice Cream Double Scoop
Chocolate Mud Pie with Ice Cream

10

MARKETING STRATEGY
Its Nandos vision is to provide the customers the best and premier quality of chicken in
form of superior products with remarkable services. With this vision, it is offering the
best chain of providing the world class chicken quality to the customers at reasonable
prices. The important point is that it maintains the quality with consistency. The
atmosphere of the restaurant is incredible. The food quality is high. It is a combination
of conventional restaurant and fast food.
The main aspect of marketing strategy is to tackle the needs and demands of the
customers at the best level than the competitors. It is a fact that every individual has
different interests and demands. Therefore, all need to be satisfied in terms of meeting
their needs. The implementation of marketing strategy in this regard describes the
division of customers' market into different segments based on their interests and
needs.

STP Marketing of Nando's

STP marketing is meant to build a targeted marketing plan based on three steps of
Segmentation, Targeting, and Positioning. These processes help a business owner and
the employees to plan the marketing strategy for tying the company and the benefits of
product and brand towards specified market segments.

11

MARKET SEGMENTATION

1. Fandos:
The obsessives. The enthusiasts who crave chicken like drug
addicts crave their next fix. Maybe around 50,000 of these crazy kids in the
country.
Fandos the most engaged with the brand and have strong brand loyalty. These people
are likely to be obsessed with the product and would like to visit the restaurant more
than 2/3 times a week
2. Followers: They love Nandos, sure, but they wont talk about it all day.
Heavy internet users and likely to be social media fans of the brand they enjoy
Nandos sense of humour and colourful personality.
Likely to be heavily engaged with social media. Keen followers of all the new deals and
all things Nandos. They love Nandos & appreciate the brand presentation and
personality. The followers are likely to visit the restaurant around once a week.
3. Habituals: Visit around once a month, in their twenties or thirties, young
professionals and make it part of their cinema night out or Friday lunchtime.
People that are in their mid-thirties and like to spend quality time with their friends.
Likely to go once or twice a month to Nandos, particularly for gathering with said
friends and/or special occasions.
4. Occasionals: The biggest audience but they only go once or twice a year (often
justpassing).

12

Spice Identity
Plain

These people dont like to be in any way different from others&

are certainly not considered as risk takers. They love to go on
quiet sunny vacations but would equally love to stay at home.

Lemon & Herb

People that like attention and love doing things the right way.
They enjoy a little spice in their life but tend not to overcome the
barriers

Mango & Lime-

Typically very alternative and view the world in different colours.

They prefer to listen to music genres from rock to reggae.

Medium

Very independent people who believe that they can achieve

anything they put their mind to. Tend to be very influenced by
what other people think.

Hot

Sociable, fun personality and crave extreme nights out with

friends.

Extra Hot

Nutters. Adrenaline flows through their blood 24/7. Never anxious

to overstep the mark.

13

MARKET TARGETING

The Target Occasionals

Its imperative to look at Occasionals in greater depth as this is the target

audience we will be focusing our communications at.
Occasionals are often likely to visit Nandos due to influence from friends or family.
They show a particularly keen interest in understanding the Nandos hype. After visiting
Nandos they are extremely likely to have enjoyed themselves and feedback positively,
however, they would equally have preferred to go to any other restaurants such as their
nearest Wagamamas or Byron.
Occasionals are likely to go to restaurants often and enjoy the night out in a
good environment with both their friends and family. After a long day they like to treat
themselves to some nice quality food away from home & save themselves on some
washing up. The majority of these kind of people, hands-down, prefer to dine at their
own local restaurants.
Demographics
Occasionals include both men and women, generally between the ages of 18-34. They
are usually students or young professionals with no more than 1 or 2 kids.
Geographics
Although Nandos is extremely popular in London, Occasionals frequent
Nandos throughout the nation. They are however, more likely to come from urban
areas. This could, potentially, be due to fewer Nandos restaurants in rural areas.

14

MARKET POSITIONING
Introduction to positioning

Positioning is an act by which a company designs its image and offerings to occupy
distinctive place in the minds of target markets (Ostaseviciute & Sliburyte, 2008, p
97).The positioning strategy distinguishes firms offerings from competitors and
communicates the desired position for customer focused value proposition, aiming to
convince target markets to consider buying their product (Boone & Kurz, 2001, p. 479).
Nandos is positioned as a Portuguese flame grilled peri peri chicken selling franchise and
currently, there are 260 Nandos restaurants in South Africa (Nandos, 2011). This essay
will now look at how Nandos has used various steps of positioning, positioning
strategies and implemented the best strategies to position their product.
-

Steps in positioning

After segmentation and targeting, the various steps of positioning includes identifying
relevant competitive products or attributes that customers use to differentiate between
products for making their choice, collecting information on samples of potential and
existing customers by ratings of each product to determine current positioning, the
examining of fit between segment preferences and current position and finally, selecting
the positioning or repositioning strategy (Hutts & Spech, 2004, p. 701).
Nandos has based its segmentation on demographic variables and their primary targets
are mainly adults and teenagers and, more recently children (Marcus, 2009). Nandos
identified its competitors like KFC and ChickenLicken which resulted in adding a twist to
their restaurant by letting their customers experience a sit down service rather than
waiting in queues like their competing restaurants (Croft, 2008). In Nandos, customers
order at the counter and orders are delivered to tables by the waiter. They also
positioned themselves on taste with peri peri flavorings and by serving grilled, not fried
chicken (Marcus, 2009). This positioning strategy, coupled with their Discovery Vitality
meals helped in the perception of Nandos as a healthy fast food restaurant in the minds
of customers.

15

16

MARKETING MIX

PRODUCT
Although we categorize Nandos in the fast casual dining industry, it orients its strategy
towards a relaxed restaurant atmosphere with a unique design in each new
establishment.
The main course served includes chicken; however, the restaurant accentuates their
products with the spices and the taste of their products. Customers have the option to
choose between various types of spices, including their famous peri peri sauce.
Nandos Product portfolio primarily comprises of flame grilled peri peri chicken
which is the main focus of customers. The chicken is mainly served in quarters, halves
and wholes.

17

PERi-PEri
PERi-PERi is at the heart and soul of Nandos. Its the secret ingredient behind their
restaurants and its so good, theyve bottled it. This means we can take the flavour, fire
and passion of PERi-PERi wherever we go.
They added this fiery little number to a handful of spices, a squeeze of sun-ripened
lemons and a dash of garlic to create the first ever PERi-PERi sauce. Today, their PERiPERi sauces and products still follow this unique recipe and are made in the same
tradition as they were hundreds of years ago.

Peri Peri Sauce

-

Garlic Peri-Peri:
Lovely initial roasted garlic aroma followed by a powerful earthy Peri-Peri flavor
with subtle hints of lemon with a medium heat level.

Hot Peri-Peri:
Potent savory sauce with good balance between lemon, garlic and Peri-Peri
flavor that develops into a powerful lasting hot ex peri-peri ence

Extra Hot Peri-Peri:

Robust earthy Peri-Peri flavor with hints of garlic and lemon that delivers a
serious Peri-Peri kick.

Sweet Hot Peri-Peri:

A sweet Citrus Peri-Peri with hints of fresh lime and garlic. Medium bodied & full
flavored, with lingering heat.

Extra Extra Hot

18

PERi-PERi Sauce

How to use this product

What goes well with this PERi-PERi sauce? Chicken is the answer! Truth is, this sauce
goes well with almost anything - meat, fish or vegetables. Splash, dash, dip or simply
cook with it to add flavour and zest to any meal.

Good stuff to know

- No artificial preservatives
- No artificial flavours
- No added MSG
- Halal
- No artificial colours
- Kosher
- Suitable for vegetarians
- Gluten free

19

Nutritional and additional Information

Avg Quantity Per Serving
Energy
Protein
Fat Total
Fat Saturated
Carbohydrate
Sugar
Dietary Fibre
Sodium

50kJ/ 15kCal
0.1g
0.7g
0.1g
1.3g
1.1g
0.2g
0.4g/ 442mg

Avg Quantity Per 100g

248kJ/ 59kCal
0.5g
3.4g
0.4g
6.6g
5.7g
0.8g
2.2g/ 2208mg

Ingredients
Water, White Vinegar, Onion (11%), Salt, Lemon (5%), Garlic (4%), Vegetable Oil
(Sunflower Seeds), Serrano Chilli, Spices (including African Bird's Eye Chilli), Stabilisers
(Xanthan Gum, Propylene Glycol Alginate), Antioxidant (Calcium Disodium EDTA)
Packaging Format:
Serving per package:
Serving size:
Storage:

Glass bottle with metal screw cap and tamper proof seal.
Ave 6
20g
Once open, refrigerate and use within 3 months.

20

Flame-grilled PERi-PERi chicken

Signature dish. Chicken marinated for at least 24 hours in PERi-PERi sauce and flamegrilled to order.

Flame-grilled PERi-PERi chicken

Chicken only
PERi-PERi Chicken for the Purists! Fresh A-grade chicken, marinated for 24 hours &
basted with your choice of Lemon & Herb, Mild, Hot, or Extra Hot PERi-PERi sauce.
1/4 Chicken

343kcal
Nutrition / Dietary requirements
Portion Size (g)
Energy (kJ)
Protein (g)
Fat (g)
Carbs (g)
Sodium (mg)

171
1,438
45
18
1
799

21

PRICE
In terms of price, Nandos is quite affordable.
PERi-PERi Sauce 250ml RM 10.90/each
PERi-PERi Sauce 125ml RM 7.90/each
Chicken RM 13.67
Prices displayed are inclusive of prevailing GST while exclusive of 10% service charge.
PLACE
You can find your favourite PERi-PERi fix at your nearest Nandos restaurant.
Or Online

In store

22

Delivery Online Preorder

23

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. They also work hard in giving their customers a unique experience
upon every visit. In summary, they differentiate themselves from competitors by
promoting brand identity.

Advertising

Nandos chicky ads

Regional marketing manager Fanny Chai says ad campaigns that embody witty, cheeky
and fun elements differentiate Nando's from competitors like McDonald's and KFC.
Nando's advertising and promotion budget is not as big as its competitors, but she says
that by differentiating itself through such campaigns, it has been able to ride on the
competition and do well in the food and beverage business.

An example is the Listen, Listen, Listen video which was widely viewed on social media
about a student confronting a domineering motivational speaker who kept repeating
the word listen many times in her conversation to make her point to the student.

24

Another print ad which garnered a lot of interest was when Datuk Lee Chong Wei
qualified for the badminton finals at the 2012 Olympics. Though he was eventually
defeated by Chinese ace Lin Dan, the company creatively designed and rolled out an ad
titled Dato, you brought 28 million Malaysians together. That's gold.

Disini Banyak Ayam, a billboard ad in the heart of Bukit Bintang in Kuala Lumpur, was
another cheeky ad which had double a meaning as the location is also well known for its
vice activities. The ad was a crowd puller and secured the company a bronze award at
the Kancil Awards 2011 in the outdoor ad category.
25

At its head office cum restaurant in Petaling Street, the signage atop which reads PeriPeri Chicken. The only thing you can't fake in Petaling Street has been commended by
various quarters for its subtle, yet effective and creative message to the masses amid
the proliferation of fake products there.
Here are some great ads by their greatness Nandos. Helm by agency Creative Juice.
On the KFC punching case in Malaysia

26

On the General Elections (GE13)

27

28

Billboards

Last year, Nando's was one of the four companies that clinched the gold awards at the
Malaysia Effie Awards for its ad entitled Nando's Goes Malaysia.
This ad involves the company's plans and how it took its cheeky brand essence and
made it a Malaysian brand that is much talked about.
The Malaysia Effie Awards is organised by the Malaysian Advertisers Association,
Association of Accredited Advertising Agents Malaysia and Media Specialists
Association.

29

30

Sales Promotion

31

32