Discover the global story of Nandos – from its South African roots to its worldwide success. Learn about its Peri-Peri chicken, menu, marketing, and more
When it comes to flavorful, flame-grilled chicken with a punch of spice, one name stands above the rest—Nando’s. What started as a small Portuguese-Mozambican chicken restaurant in South Africa has grown into an international sensation, capturing hearts (and taste buds) across the globe. With its iconic Peri-Peri chicken, vibrant branding, and a strong cultural identity, Nando’s is more than just a fast-casual dining experience—it’s a global phenomenon.
Table of Contents
The History of Nando’s
Nando’s was founded in 1987 in Rosettenville, Johannesburg, South Africa by Fernando Duarte and Robert Brozin. Inspired by a visit to a Portuguese takeaway named “Chickenland,” the pair decided to buy the restaurant and rename it after Duarte’s first name—Nando.
The unique selling point was its use of Peri-Peri sauce, made from African Bird’s Eye chili, a key ingredient introduced by Portuguese explorers and integrated into Mozambican cuisine. This fiery sauce, combined with flame-grilled chicken, set Nando’s apart from typical fast-food chains.
What followed was rapid success and expansion. Within just a few years, Nando’s grew throughout South Africa and by 1992, it had made its way to the United Kingdom—now one of its biggest markets.
The Secret Ingredient: Peri-Peri
Peri-Peri, sometimes spelled Piri-Piri or Pili-Pili, is a chili pepper-based sauce with Portuguese and African roots. The star of Nando’s menu, it’s not just a spicy condiment but a cultural expression.
Key ingredients of Nando’s Peri-Peri sauce:
- African Bird’s Eye Chili
- Lemon juice
- Garlic
- Vinegar
- Oil
- Herbs and spices
This sauce is used to marinate chicken for 24 hours, ensuring deep flavor penetration. Nando’s offers it in varying heat levels:
- Plain…ish
- Lemon & Herb
- Mild
- Medium
- Hot
- Extra Hot
- Vusa (Extra-extra Hot)
This range makes Nandos suitable for both spice lovers and those who prefer a milder kick.
Nando’s Menu: More Than Just Chicken
Although flame-grilled chicken is the centerpiece, Nando’s has diversified its menu to accommodate different dietary preferences, cultural tastes, and health trends.
1. Chicken-Based Dishes
- Quarter, Half, or Whole Chicken
- Chicken Thighs
- Chicken Wings
- Chicken Burgers, Wraps, and Pittas
All are available in Peri-Peri flavor levels.
2. Plant-Based & Vegetarian Options
- The Great Imitator (pea protein-based chicken alternative)
- Spiced Chickpea Burger
- Portobello Mushroom Wrap
3. Sides and Add-ons
- Spicy Rice
- Peri-Peri Chips
- Coleslaw
- Corn on the Cob
- Garlic Bread
- Grains and Greens Salad
4. Desserts and Drinks
- Pastel de Nata (Portuguese custard tart)
- Chocolate Cake
- Bottomless Soft Drinks
- Portuguese Wines and Beers (in some locations)
Nando’s provides a nutritional calculator on its website to help health-conscious consumers make informed decisions.
Nando’s Branding and Customer Culture
One of the most powerful aspects of Nando’s success is its distinctive branding, humor, and cultural engagement.
Vibrant Interior Design
Each Nando’s restaurant is individually designed and features African artwork, warm lighting, and rustic furniture. This design approach reflects the brand’s South African roots while creating a relaxed, comfortable environment.
Cheeky Marketing Campaigns
Nando’s has become known for its humorous and often satirical marketing. From witty billboards to viral social media content, the brand is bold, relevant, and unafraid to comment on current events.
Examples include:
- Political satire in ads (especially in South Africa and the UK)
- Clever wordplay like “Extra Hot and Proud”
- Collaborations with celebrities and influencers
Loyal Fan Base
Nando’s enjoys a cult-like following, especially among:
- Young adults and millennials
- University students
- Celebrities and influencers
The term “Cheeky Nandos” became a viral meme in the UK, symbolizing a casual but satisfying night out.
International Expansion
From humble beginnings, Nandos has expanded into over 30 countries across five continents.
Major Markets:
- United Kingdom: Over 450 locations, one of the largest Nando’s markets.
- South Africa: The birthplace with deep cultural significance.
- Australia and New Zealand: A growing market with a strong youth fanbase.
- Middle East: Especially popular in UAE, Qatar, and Oman.
- Canada & USA: Limited but growing presence.
- Malaysia and Singapore: Popular in urban centers.
The company uses a franchise and corporate model, allowing localized adaptations while maintaining global brand identity.
The Nando’s Business Model
Nando’s success can be attributed to several smart business strategies:
1. Flame-Grilled Niche
While most fast food chains offer fried chicken, Nando’s chose to specialize in grilled chicken, making it healthier and unique in a saturated market.
2. Mid-Priced Casual Dining
Nandos isn’t quite fast food, nor is it a high-end restaurant. It fits into the fast-casual category, offering a dine-in experience with fast service and moderate prices.
3. Customization and Flexibility
The Peri-Peri flavor spectrum allows customers to personalize their heat level, sides, and portions, enhancing satisfaction and repeat visits.
4. Direct Supply Chain
Nando’s sources African Bird’s Eye Chilies directly from farmers in Mozambique, Malawi, Zimbabwe, and South Africa, supporting fair trade and ensuring consistent quality.
Corporate Social Responsibility
Nandos goes beyond food with its social and environmental initiatives.
1. Fighting Malaria
In partnership with Goodbye Malaria, Nando’s helps fund spraying programs and health initiatives in African countries.
2. Supporting Local Artists
Nandos owns one of the largest collections of contemporary South African art, which is showcased in its restaurants worldwide.
3. Sustainability
- 100% Renewable electricity in UK stores
- Responsible sourcing of ingredients
- Reducing plastic usage
Nandos is also part of initiatives like Science Based Targets for reducing greenhouse gas emissions.
Tech and Digital Evolution
Nando’s continues to adapt to digital trends to improve customer convenience.
Key Digital Offerings:
- Online Ordering & Delivery
- Click & Collect
- Mobile App with Rewards Program
- Nandos Card (Loyalty Scheme)
During the COVID-19 pandemic, Nando’s quickly expanded its takeout and delivery operations, ensuring continued engagement.
Nando’s During COVID-19
Like many in the restaurant industry, Nandos faced challenges during the pandemic. However, it responded effectively by:
- Introducing contactless pickup and delivery
- Reducing menu sizes to optimize operations
- Offering at-home cooking kits and Peri-Peri sauces in supermarkets
These efforts not only sustained the brand but helped broaden its revenue streams.
Challenges Faced by Nando’s
Despite its success, Nando’s has encountered several challenges:
- Supply Chain Issues: Especially post-Brexit and during COVID-19.
- Rising Costs: Inflation affecting chicken prices and overhead.
- Competitive Market: From fast food giants like KFC to boutique chicken chains.
- Labor Shortages: Particularly in the UK hospitality sector.
Nando’s response includes employee wellness programs, supplier diversification, and automation tools to increase efficiency.
What Makes Nando’s Stand Out?
In a world full of dining options, Nandos remains uniquely positioned thanks to:
- Flavorful, health-conscious grilled chicken
- Customizable heat levels and diverse menu
- Vibrant, culturally infused interiors
- Cheeky, clever branding and marketing
- Commitment to social causes
This powerful combination appeals to a broad audience while fostering deep brand loyalty.
The Future of Nando’s
Looking ahead, Nando’s is expected to:
- Expand in the USA and Asia, tapping into urban youth markets.
- Launch more plant-based innovations to cater to vegetarian and flexitarian trends.
- Enhance tech integration with AI-driven recommendations, voice ordering, and digital loyalty perks.
- Continue pushing for sustainability, aiming for carbon-neutral restaurants and packaging.
With a bold vision and strong foundation, Nando’s is well-positioned to grow globally without losing its flame-grilled soul.
Conclusion
Nandos is more than just a chicken restaurant—it’s a cultural icon known for its spice, soul, and sass. From its roots in South Africa to its status as a beloved international brand, Nando’s has redefined what it means to eat out casually, while staying connected to its heritage and values.
Whether you’re going for a “cheeky Nandos” with mates or enjoying a family meal, you’re not just eating—you’re experiencing a flavorful journey that bridges continents and cultures, one Peri-Peri bite at a time.
