Brand Profile

Nandos newly revamped in-restaurant dcor

hat do Julius Malema, Bill Clinton and Joost van der Westhuizen have in common? Theyve all received a pecking from Nandos, in the fun-filled, fiery way thats as synonymous with the brand as Peri-Peri and flame-grilled chicken. Nandos in-restaurant on-going art initiative Its a long way from Rosettenville in southern Johannesburg to the capitals of the world, but thats just how far Robbie Brozin and Fernando Duarte, the companys founders, have taken Afro-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 its rooted in and similarly spicy. Thats why any Nandos encounter will make you feel as if youve settled down in the kitchen with your noisy family: theres the feel-right-at-home welcome (courtesy of restaurants filled with bustle and energy), the gentle Nandos Only ibest for ama-visitors Campaign television advert jibing (usually conveyed through sassy advertising) and, above all, a strong sense of pride rooted in This talkability is possibly the central tenet of heritage. the companys approach to marketing. Not that These elements all come together in campaigns the approach is always controversial, however. that have been known to raise Sometimes, the aim is simply to engage consumers eyebrows and drop jaws with and get that dialogue going. Whilst this is emerging a trademark humour thats as a key industry trend, with marketers striving to usually accompanied by a wry move away from the tradition of talking at rather than smile and a shake of the head. to consumers, its been a part of the Nandos way Whether its a politician who since inception. This is because the goal has always has more words to say than been to punch above its weight in terms of marketing, wisdom, or a celebrity who is with impact exceeding spend. letting their fame get in the The new packaging for meals is a clear example way of their common sense, of a conversation starter. Taking a cue from social Nandos has an opinion and networking trends, a website YourChirp.com cant wait to share and to was launched, inviting consumers to submit their get other people talking about responses to questions like What flavour are you? it too. and Whats on your to-do list. The answers have been reprinted on serviettes, cartons, sleeves and cutlery. Some are good for a laugh, others will have you scratching your head; all remain true to the philosophy of getting people to join in the fun. Importantly, the packaging is in line with another contemporary movement: that of environmental friendliness. All materials used are printed with leadfree ink and are fully compostable. This is part of a greater accent on sustainability thats present in all areas of the business. Thats why it has recently engaged environmental consultants

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Earth Capital to conduct an analysis of the ecological footprint of the use of peri-peri. This is all the more important, given that the organisation is the worlds largest user of African Bird's Eye chilli. But back to that ability to create

Peri Deli restaurant window decal

Nandos Best of Joburg Readers Choice Awards press advert

talking points. Art is another unlikely medium that has been put to clever use as a way of making consumers stop, take note and discuss. Here, attention-grabbing artists from local communities are invited to submit their works to adorn the walls of outlets. This initiative helps to create a showcase for their work. Innovative thinking of this sort has been an integral part of the brand since the outset. Its the very quality which has helped Nandos respond to changing consumer needs, as demonstrated by the introduction of Peri Delis in 2008. Without departing too far from the original commitment to lip-smacking flame-grilled chicken with a peri-peri sting, these outlets extend the concept of nutritious meals a step further with free-range, organic chicken and freshly prepared

salads and sandwiches. The Peri Delis have provided a refreshing note, with edgy design elements and a diverse menu creating appeal for consumers who may not be attracted to the idea of traditional takeouts. With this in mind, they specifically target a more health-conscious consumer. Its worth noting, though, that flame-grilled chicken has always been ahead of its fried counterparts. The use of peri-peri makes it an even more enticing option for 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 feel 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 first quick service restaurant in South Africa to do so. It also received a thumbs up from Discovery, which elected to partner with Nandos for the launch of the Vitality Meal, a specially designed offering which met the requirements of a balanced meal. At Nandos, theres never any silly talk about chickens crossing roads. Theres no need everyone knows that this is where the action is. www.nandos.co.za

Peri Delis range of fully compostable packaging

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