The history of the brand or organisation and the reasons for selecting
it.
The Nando’s story was started hundreds of years ago. It was when the
Portuguese explorers set sail for the East in search for the adventure and the
so called legendary spice route. They
came into contact with African people who introduced them to a fiery chilli which
the Portuguese people fall in love with. African people called this chilli
Pili-Pili and because the Portuguese people couldn’t pronounce it they called
it Peri-Peri. Portuguese sailor Fernando Duarte decided that he wanted to them
create a delicious sauce using Pili-Pili inside for that hot and fiery taste.
A few years later it was that exact same PERi- PERi sauce that had
inspired Fernando Duarte to invite his friend Robbie Brozin to a humble buffet
in Rosettenville Johannesburg to come and have a try of some delicious
PERI–PERI marinated in basted chicken. It is said that it wasn’t just the best
chicken that Robbie had ever had but he fell in love in the chicken at the
first bite. Brozin was so impressed with the chicken he told Fernando that they
should buy a restaurant and serve food with this sauce on everything. They
ended up buying the restaurant, the restaurant for R354,000
The restaurant was named after Fernando, and
his son, who was called Nando, as they years pasted on by the name changed and
became Nando’s. As the name changed they didn’t want Nandos to be just about
chicken but chicken embodying the five core values which are courage, integrity
pride, passion and family.
Back in the day Nandos wasn’t as successful
as they are today, they struggled to get by especially struggling to get
franchise overseas, there is a Nandos in the U.K but it didn’t do well back
then.
According to
http://www.rateyournandos.com/nandos-history
: “In 1995 the son Robby Enthoven (who is still the Managing
Director of UK Nando's to this day - but under a different name), took on the
struggling restaurants in Ealing Common and Earl's Court , and came up with the order at the till, sit down and
wait for your food philosophy. Such a revolutionary idea this was! The public
loved it (not to mention the chicken), and has never looked back” (Anon, 2016).
Today Nandos in South Africa and the Uk is a
very big and successful as people love the different taste of their chicken and
their spicy sauces.
The reason for selecting Nandos is that we
feel that in the workshop Nandos is based in a very central area which is by
the taxi rank, it is very accessible for the people that are around the
workshop and work around that area. It is also very convenient for a family
meal, most parents who work around the workshop end work late and can’t go home
and cook so it is easy for when the taxi stops at the rank they quickly jump
off to get a meal for the family. It is also healthier than other places like
KFC and hunger lion.
Its core values,
visions and missions.
Nando’s
has a mission and they mission is to become to be the world's best and quick service
restaurant. They want people to have the greatest experience at Nando’s and
they know that being the best means providing best service and quality to their
customers so that all their customers are happy and satisfied.
Nando’s mission statement.
According to Nando’s their vision is to “create a successful global
brand that can rival the really big brands of the world.” (Anon, 2008)
Nando’s continues to state that
“Our vision is to be the first choice in grilled food restaurant business
around the globe” (Anon ,2008)
Nando’s has 5 core values that they look up to and live by, their values
are pride, passion, courage, integrity and family.
The Products\ Service and offerings.
Nando’s is a restaurant and them being a restaurant this means that Nando’s offers food, they offer different types of food but Nando’s main product is their chicken. Nando’s is well known for their chicken as well as their Peri-Peri sauce.
Nandos offers chicken whether full chicken or half chicken or chicken wings, Nandos offers chips, Portuguese rolls, corn carb, salad, all types of cool drinks, as well as fruit juices, rice and chicken, chicken burgers, vegetarian burgers.
Nandos tries to accommodate vegetarians very well even though they are all about chicken they do have a lot of different types of salads as well as delicious rice with vegetables and Nando’s sauce.
These sauces are out in your food of choice at Nandos depending on which sauce you choose. These sacues can be purchased outside of Nando’s at groceiry stores such as Spar, Pick’nPay, Checkers, ShopRite and Woolworths.
The service that Nando’s offers is a service to help people, it is a
serve people that want to be served that come to make an order at Nando’s to
get food or to get a take away. Another service is that Nandos provides you
with tables and a chair as well as cutlery to sit down and enjoy your meal.
Nando’s innovation process
An innovation is taking an existing concept or
idea and improving it, typically using a step-wise process of developmental
stages leading to a commercially viable product (Corporate, 2013) .
Step 1 – Identifying the goals or
problems to be solved
The first step in the innovation
process is to clarify what a business’s innovation goals are
and why the brand wants, or needs to
engage in this kind of innovation (Corporate, 2013) .
Nando’s
believes strongly in “equal opportunity PERi-PERi chicken’’. They are committed
to offering guests the PERi-fect
experience, regardless of any challenges this may pose. Nando’s aims to serve each hungry guest with
a delicious meal and friendly service in a way that is truly representative of one of
their Core Values – Embracing Differences.
Step
2 – Analysis
The second step consists of analyzing
current situations, customers and their needs and/or
challenges. It is also very useful to
look into competition, what they are doing and any new trends that could have an impact on
the business (Corporate, 2013) .
Nando’s has a lot of competition.
Generally, these are other franchises that specialise in making chicken. These would include
KFC, Chicken Licken, etc. Although Nando’s stands
out
from these competitors as their products are healthy in comparison and
therefore, they
reach a target audience that such
franchises cannot reach- the health conscious customer.
In that, the trend of eating healthy
is why Nando’s remains somewhat above their competition.
Step
3 – Development and design
Based on information gained during analysis, the
brand needs to develop an ideas portfolio
that includes ways they could innovate
to meet these goals and problems (Corporate, 2013) . Besides the original taste and culture
of Nando’s, they have considered the overall design and feel of each restaurant very cleverly.
They have managed to stand out from competitors because of the uniqueness of their
brand. Nando’s puts a lot of thought into design: from the packaging and marketing of its tasty
product.
Step
4 – Conversion
This
step is to translate the ideas into practical innovation products that could be
targeted towards the identified marketplace (Corporate, 2013) .
Nando’s innovations include a more comfortable and friendly takeout
waiting area, no menu boards which have been replaced by their easy to read paper menus, snacks and beverages to enjoy while waiting, the order is double checked with the customer from a basket before final packaging, and a more open view of the kitchen where food is prepared and cooked specifically as requested.
Step 5 – Commercialisation
The final step is where the brand
should take tested innovations and develop them to full-scale operations (Corporate, 2013) .
The dine in experience at Nando’s has
been enhanced considerably to encourage
customers to linger longer with the brand, both at lunch time as well as for an evening entertainment experience.
Nando’s sustainability efforts (CSR programme
or consumer product)
Corporate social responsibility (CSR)
refers to business practices involving initiatives that benefit society. A business's CSR can
encompass a wide variety of tactics, from giving away
a portion of a company's proceeds to
charity, to implementing "greener" business operations
As a company born and bred in Africa,
Nando’s believes strongly in supporting programs that make a real difference to the people
of the continent that the brand considers home.
“Nando’s
art initiative focuses on discovering emerging South African artists and
showcasing them to the general public,” said Kirsty Niehaus, who heads up the
art initiative. They have worked to discover
exciting talent, and all of Nando’s restaurants showcase original South African
art in contrast to the majority of chains who feature the same, mass-produced
designs, no matter where the restaurant is situated. Nando’s is working towards
creating the world’s largest gallery. Each Nando’s store brings art closer and
more accessible to the public.
In
keeping with the African Portuguese origins, Nandos has worked together with
Adsat, one of South Africa’s internal communications agencies, to create an Afro-Luso
playlist that is featured in Nando’s restaurants all over the world, ensuring
that, even with eyes closed, customers can both hear and smell the authentic
Nando’s flavor (Updates, 2014) .
Since
joining the United Against Malaria campaign in 2009, Nando’s has led a UAM
bracelet campaign that has raised hundred of thousands of dollars for the
Global Fund to Fight AIDS, Tuberculosis and Malaria. It has also partnered with
explorer Kingsley Holgate to deliver life-saving mosquito nets to vulnerable
communities throughout sub-Saharan Africa. And it has educated employees and
customers throughout the world. On World Malaria Day 2012, the company
delivered insecticide-treated bed nets to farmers in Mozambique, where its peri
peri chili peppers are grown (Saine, 2012).
Nando’s PERi-PERi chicken was an
immediate hit. It was a massive, global taste sensation that the world couldn’t –
and still can’t – get enough of. Today, Nando’s continues to offer the world
delicious chicken in 1,200 restaurants across 30 countries. Nando’s is especially
popular in the UK, Canada, and Australia and it remains South Africa’s favourite way
of eating chicken.
In terms of
reputation, thanks to its advertising campaign, Nando’s is seen as
provocative, topical and
interesting worldwide. It is also seen as providing superior services, better
quality and speed than it’s competitors.
But
the most important success for Nando’s is it’s culture. Nandos international
has a really strong culture. The management team thinks it is transportable
overseas and tried to develp the corporate culture overseas. It was helped by
the creation of the “Covenant” distributed to all new store’s managers. This is
named the Nando’s Experience. Furthermore, Nando’s has five core values; pride,
passion, courage, intergrity and family. And they have successfully
incorporated these values in every aspect of their brand- globally (Neuez, 2003) .
Nando’s has grown rapidly as SAcsi reports
Nando's holding at 3.5% market share of the
fast food industry. The chain's
presence is not limited to just South Africa, they are on five continents around the world, with 1,000
outlets in 30 countries, and over 300 in South Africa. According to CNBC Africa, Nando’s is
South Africa's most successful restaurant group export (Pillay, 2014) .
The only failure identified from our
research is the pricing. Nando’s is considerably higher priced than their competitors. Which is also not
a train smash as people get the quality they pay for.
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