In the bustling world of fast-casual dining, Nando's stands out as a beacon of flavour and innovation. Beyond its mouthwatering peri-peri chicken, Nando's has perfected the recipe for its marketing success, weaving its values seamlessly into every touchpoint of the brand. 

Let’s look closer at Nando’s marketing and how to tailor your own marketing efforts to achieve long-term success, just like Nandos. 

A Sizzle of Strategy

At the heart of Nando's marketing, is a commitment to authenticity and inclusivity. From the fiery flavours to the vibrant ambience, every aspect of Nando's experience reflects its South African heritage and global appeal.

Nando's doesn't just sell chicken; it sells a story. The brand's strategy hinges on celebrating its South African roots, from sourcing peri-peri peppers to supporting local communities. This authenticity resonates with customers seeking genuine experiences in a sea of mass-produced fare.

Nandos understands that today's diners crave more than just delicious food; they want to support brands with a social conscience. Through initiatives like the Nando's PERi-PERi Chicken Foundation, which focuses on education, health, and social development in Southern Africa, the brand demonstrates its commitment to making a positive impact beyond the plate.

Plus, in this increasingly interconnected world, Nando's leverages cultural relevance to spice up its marketing. Whether through cheeky advertising campaigns or timely social media posts, the brand keeps its finger on the pulse of pop culture, engaging customers in conversations that extend beyond the dining table.

Understanding their ‘People’

Nando's success in targeting its ideal audience begins with a deep understanding of who they are serving. Through extensive market research and customer insights, Nando's has developed detailed buyer personas representing the diverse individuals who attend its restaurants.

1. The Flavour Adventurer: These are the daring diners who crave excitement and are always on the hunt for new taste sensations. Nando’s taps into their sense of adventure by offering an array of peri-peri-infused dishes and bold flavour combinations that keep them coming back for more.

2. The Social Foodie: For this group, dining isn't just about satisfying hunger; it's a social experience to be shared with friends and family. Nando's creates a welcoming atmosphere where people can come together to enjoy great food, and lively conversation.

Touchpoints of their marketing

Nando's doesn't just serve chicken, it also serves an experience. From the moment customers set foot inside a Nando's restaurant, they're enveloped in a world of flavour, fun, and community.

Not just its socials, but its restaurants transport you to a vibrant oasis where bold colours and Afro-Luso beats create an atmosphere that's as lively as it is inviting. This ambience sets the stage for a dining experience that's anything but ordinary.

Even Nando's packaging is infused with personality. From the playful designs on its takeout containers to the witty messages on its napkins, every detail reinforces the brand's irreverent spirit and commitment to delighting customers at every turn.

Now, not just their restaurants invite the customers in. In today's digital age, Nando's ensures its online presence is as engaging as its in-person experience. Through its interactive website, on-brand social media channels, and mobile app that offers rewards, the brand extends its reach beyond the four walls of its restaurants.

By staying true to its roots, embracing customer experience, and never shying away from a bit of spice in its marketing tactics, Nando's has carved out a niche in the competitive world of fast-casual dining, proving to be the go-to chicken restaurant.

So, where to start with your marketing success?

Firstly, you can start by downloading the ultimate marketing strategy toolkit that is used and loved by thousands of marketers from across the globe here. 

Want to transform your marketing even further through dedicated strategy training and an exclusive community of expert marketers? Join Fabric today and gain access to 1-1 coaching sessions, an award-winning strategy builder programme with 3x strategy assessments, monthly masterclasses, community mentoring through The Future Club and so much more. Download the brochure here.