What springs to mind when you think of Nando’s? That’s right, delicious flame-grilled chicken. Since landing in the UK in 1992, Nando’s has become a cultural phenomenon, attracting everyone from families and couples to teens looking for a place to hang out. Despite minimal traditional advertising in its early years, the brand has grown organically, fuelled by word-of-mouth and an undeniably strong identity.
We are going to be looking into how Nando’s marketing success is built on authenticity, creativity, and engaging with customers in a fun, culturally relevant way, and showing how food companies, restaurants, start-ups, and takeaway vendors can take tips from Nando’s to develop their own impactful marketing strategies.
The Nando's marketing strategy
Nando’s marketing has always been rooted in authenticity and inclusivity. From the fiery flavours of its PERi-PERi chicken to the vibrant restaurant decor, everything about the Nando’s experience reflects its South African heritage and global appeal. But it’s not just about great food, it’s about storytelling.
In 2010, Nando’s was named as one of the world’s top 30 hottest marketing brands, yet their advertising history has relied more on using customers as ‘brand advocates’ than actual advertising. Their social media presence is strong, and Nando’s is often associated with hip young stars who have spoken of their love for Nando’s food and have been photographed eating Nando’s.
Beyond its food, Nando’s understands that modern diners expect more from the brands they support. Customers want to align with businesses that have a social conscience. Through initiatives like the Nando’s PERi-PERi Chicken Foundation, which supports education, health, and social development in Southern Africa, the brand showcases its commitment to making a positive impact beyond the plate.
Nando's marketing campaign
Although Nando’s marketing initially relied on organic brand advocacy, it has since embraced multi-channel advertising with clever, culturally relevant campaigns. A great example of this was the Wing Roulette campaign, which introduced a platter of wings with varying spice levels. This campaign used cinema advertising to showcase customers giving their fingers ‘alter egos’ before the temptation of the wings became too much. Alongside this, a social media push encouraged customers to play #WingRoulette and share their experiences online, blending fun, interactivity, and food marketing seamlessly.
Previously, Nando’s launched the Saka Sauce campaign, tapping into the UK’s love for football by collaborating with Arsenal’s Bukayo Saka. By cleverly incorporating pop culture, sports fandom, and its signature fiery flavours, the campaign created a social media buzz that extended far beyond traditional advertising.
Injecting personality into every detail
Nando’s doesn’t just rely on digital marketing, its brand personality is infused into everything it does, down to the smallest details. Take its napkin quotes, for example. The brand regularly prints witty and culturally relevant messages on its napkins, making even the simplest dining experience feel special. They use these napkins to keep up with trends which get’s people to share them on their socials, helping with gaining user-generated content to help with word of mouth. A standout example of this is Nando’s ability to create buzz through seasonal and topical references. Examples like "Big Drip Energy" and "’Twas the Spice Before Christmas" demonstrate how the brand taps into current trends and cultural moments. By doing so, Nando’s stays connected with its audience, keeping its marketing relevant and engaging, while encouraging fans to share their experience, thereby expanding its reach organically.
Even their packaging is designed with personality, featuring playful designs and fun messages that make the brand instantly recognisable and shareable. Every element of the Nando’s experience is crafted to be engaging, which is why customers keep coming back and talking about it.
Lessons for start-ups, restaurants, and street food brands
Nando’s marketing success isn’t just for big chains; there are valuable lessons for independent restaurants, takeaways, and street food vendors.
- Authenticity is key: Customers connect with brands that have a genuine story. Whether it’s your family’s secret recipe or your commitment to locally sourced ingredients, ensure your marketing tells a story that resonates with your audience.
- Engagement drives growth: Interactive and culturally relevant campaigns (like Nando’s #WingRoulette or Saka Sauce) inspire customers to engage and share. Could you launch a fun social media challenge or create a limited-edition menu item with a unique backstory?
- The power of details: Every touchpoint matters. From packaging to in-store messaging and even napkin quotes, these small details reinforce your brand personality and make your business stand out.
- Social responsibility matters: Today’s customers care about more than just great food. Showcasing your sustainability efforts, charitable initiatives, or ethical sourcing can differentiate you from the competition.
- Infuse fun and personality: Nando’s reminds us of the importance of fun and personality in branding. Whether it’s in your copy, visuals, or even on your napkins, maintaining a consistent tone of voice can create unforgettable customer experiences.
- Leverage low-cost activations: Look for creative, low-cost marketing ideas that resonate with your audience. Even simple, unexpected touchpoints can make a big impact on how customers perceive your brand.
- Encourage user-generated content: Foster excitement and encourage customers to share their experiences on social media. User-generated content is a powerful, authentic form of advertising that extends your reach far beyond your immediate circle.
At Eat Marketing, we help food businesses create impactful marketing strategies that engage audiences, tell compelling stories, and drive growth. Whether you're a start-up, a restaurant, or a street food brand, we can help you bring your vision to life. Get in touch today to chat about how we can spice up your marketing efforts!
