NANDO’S SOUTH AFRICA: Nandocas Always at the Heart of Champion Food Operation

Nando’s continues to dominate the takeout or quick service food market in South Africa in terms of creativity, innovation, and imagination. Since its establishment 35 years ago, the company has striven for differentiation through originality and invention. Famed firstly for great food, the PERI-PERI chicken dishes are known internationally for their spicy delight. With options for all eaters, the menu needs no introduction. For most, this would be enough. But Nando’s is ambitious and has always looked for more. More bright and bold, more heat and flame, and more energy and enthusiasm.

With hundreds of outlets around South Africa, and recognised as the largest food business to grow beyond the country’s borders, Nando’s boasts fantastic market share and brand recognition.

It’s work beyond the kitchen and restaurant floor is really what moves this from a convenience food offering to iconic and proud South African business. Embracing art, music, culture, and compassion, the Nando’s brand does so much more than chicken.

Mike Cathie, CEO Nando’s South Africa reminds that people are behind the chicken and that is why such an emphasis is placed on generating a welcoming environment.

“Walk into any Nando’s restaurant around the world and not only are you met with the mouth- watering smell of fresh chicken basted in our unique PERi-PERi sauce but you are embraced by the eclectic visual delight of art and design,” he says.

“At the heart of the Nando’s business is a core value – family. That family goes beyond our employees extending to our partners throughout our value chain. Part of that value chain are the artists and designers we work with from across Southern Africa who produce artwork and furniture for our restaurants all over the world.

“Our passion for designing beautiful restaurants for our guests to enjoy when ordering a takeaway or sitting down to eat with us spurred us on to develop various programmes that celebrate creative expression in multiple forms.”

MUSIC

In 2021, Nando’s South Africa partnered with Bridges For Music Academy to offer bursaries to 10 outstanding South African talent. The purpose of the Academy is to make a positive impact on South Africa’s music industry and help to generate an employable and entrepreneurial pipeline of music experts working in different music-related fields from sound engineering and production through to music makers. In line with Nando’s commitment to nurturing young South African creative talent, these bursaries will provide access to a five-month programme that teaches more than just music and attempts to spur entrepreneurialism.

“Music can change someone’s life, I’m a perfect example of this. As much as most of our co-creators (students) are looking at learning music skills at the Academy, they receive more than they expect. Music is just a driver to tap into one’s innate potential and find new routes in life. Our goal is to prepare them for the gig economy, so they can become self-sustainable artists or find new ways of generating an income in the creative industries. We aim for each student to leave with a new mindset and toolkit to be ready for the real world. Working with Nando’s has enabled us to not only give these life-changing opportunities to the students but impact their families and the wider community,” says Thulani Headman, Operations Director and Founding Member of the Bridges Academy.

Without the Nando’s input, these 10 creatives, from disadvantaged backgrounds in Cape Town, would never have the opportunity to express their skill.

Internally, Nando’s fondly refers to employees as Nandocas and co-Founder Robbie Brozin popularised the expression “it’s the people that make the chicken”; to this day, the Nandocas remain highly valued and encouraged to go beyond their remit to excel.

“Our Nandocas are an incredibly talented group of people whose talents extend beyond what is required for them to work in our restaurants,” says Internal Brand Experience Manager, Kirsty Niehaus.

Mike Cathie adds: “More than half of our marketing investment is spent on Nandoca’s and making sure their experience of the brand is as powerful as we’d like our guest experience of our brand to be. We believe that one of our key ingredients of success is the way we look after people and not just our world class food. We’re a people business, not a just a restaurant.”

ART

In September, Nando’s in Pinecrest KZN was reopened following unrest and looting that damaged businesses around the country. The reopening was described by the company as a ‘rising from the flames, invoking the flames of change’.

“We are a brand that believes in the power of the South African spirit to overcome any hardship and persevere with strength and unity. Nando’s Pinecrest is a symbol of our commitment to embracing this spirit as one nation and one people,” says Justine Cullinan, Nando’s GM Marketing: Brand Strategy and Communications.

The new look for the restaurant includes work from Nkoali Nawa, a local artist and former mineworker who participated in the Nando’s Art Initiative in partnership with Spier Arts Trust. The Art Initiative develops art programmes that nurture Southern African artists, enabling them to take the next steps not just in their art practice, but in their careers as professionals.

Part of the offering is the Nando’s Creative Exchange. Formed in 2011, the Creative Exchange offers selected artists, with demonstratable exceptional ability, exhibition and mentorship opportunities, sponsors art materials, and gives artists the opportunity to have their work translated into a different medium in collaboration with the Spier Artisan Studios. Nkoali has had work displayed at the AVA Gallery in Cape Town and the Basha Uhuru Freedom Festival in Johannesburg as part of the Creative Exchange. His work will now form the centerpiece in the Pinecrest restaurant. Yet again, Nando’s has positioned creativity and family (especially Nandocas) at the heart of its efforts.

PEOPLE

Perhaps the true essence of what being a Nandoca is all about what displayed in July last year when Nando’s Head of Supply Chain, Linda Reddy, set out to summit Mount Kilimanjaro, supporting the caring4girls initiative, part of the Imbumba Foundation. The operation helps to source and distribe sanitary products to under-privileged girls.

Reddy, an outdoor enthusiast and seasoned executive, targeted R180,000 but ended up raising more than R450,000. Her drive came from 2020’s pandemic-forced challenges.

“This pandemic has allowed me to be even more appreciative of all my life’s blessings – from being employed at an amazing company that cares for its people, to the love and support I have with my family and friends, to my good health,” she says.

“As a woman with a daughter, this resonates so much with me. Making a difference in the development of young South African women and giving them the self-esteem and dignity they deserve.”

Her success will support more than 2500 girls over 12-months. Currently, the Imbumba Foundation supports over one million Caring4Girls beneficiaries throughout South Africa, Namibia, Botswana, Lesotho, Mozambique, eSwatini and Tanzania.

“Nando’s is a company that has the spirit of the people of South Africa at its core,” concludes Mike Cathie.

In December 2021, Nando’s opened in the Mall of Africa. This flagship restaurant is decked out with some of the finest South African art and boasts pieces from up-and-coming names including MashT, The Urbanative, Wiid design, Vogel, Naturalist. The new site has also been running the company’s ‘Swerve the Randemic’ promotion where guests can get meals for under R50.

Erika Smit, Nando’s GM: Regional Marketing says: “We are so proud of the space and thrilled to be part of the Mall of Africa family. We look forward to welcoming our guests into this beautiful restaurant.”

Even now, in harsh economic conditions, Nando’s is the envy of the industry with its continued growth and ingenious marketing. There’s no stopping this South African powerhouse as it continues to thrive at home ion SA, where the fire began.