Jun 25 Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. Rationales for standardization strategy are many including1: Standardization can also lead to development of single and unified brand and corporate identity worldwide.
July 15, Vol. I was working for my father in the electronics distribution business, which I really never enjoyed. But I met Fernando Duarte there; he was on the technical side and I was on the marketing side. We knew nothing about the restaurant business at the time, and nothing about what we were going to do—we had just a bit of an inkling that it would do well.
About a year after I left my dad, we bought the place. Personally, I thought it was going to be an investment from my own perspective, and that I would be a silent partner and go there Monday mornings with a brown paper bag and deliver the cash.
The more I got involved, the more I found I loved it. Even though I was quite far from my home and community, the more I worked there, the more I thrived, and soon I was involved absolutely full time. How did you choose the name?
Fernando had just had a son called Nando, so we tried that instead and that got registered—so we were very strategic. How many countries are you operating in today since your launch in Johannesburg in ? How would you describe the brand?
We have five values we swear by: Most companies participate in corporate social responsibility CSR programs, and a lot of people who do that are just writing a check.
Any project has to be threaded into the DNA of the brand and it has to have a deep impact. He believes in art as an expression of civilization, and that different generations express themselves in different ways through art.
Dick initially came up with the idea of putting beautiful art work on the walls, so we started the program that way. Today, all of our restaurants carry South African art. You slowly build the career of a young artist, and as you build that, the value of our art collection goes up.
But most importantly, we believe that beautiful art in our restaurants makes our chicken taste better. Goodbye Malaria Project We believe, as an African brand, that we have a responsibility to deal with malaria by Africans for Africans and not only rely on foreign NGOs to sort it out.
How long did it take you to get the brand to where it is today? I like to say that it took us about 15 years to become an overnight success. We started in and always had a big vision and aspirations to grow a global brand, but growing a global brand out of Africa is a big challenge.
What kind of challenges did you face? Growing the business out of South Africa has had huge challenges. The political situation and certain currency restrictions were challenges in the early days, and logistics are difficult.
How did you know how to approach building the brand with no restaurant experience and despite these challenges? In early days, we just knew the chicken was so delicious. We knew we had a product worth defending.
The first ten years were years of huge learning, and there were some very close moments where we were walking a thin line between failure and success. Having a shortage of cash really makes you very innovative. The brand was formed almost on the fact that we never had cash, so we developed this cheeky advertising campaign; some of the ads, which I plan to show at the conference, were even banned at the time.
That in a way brought a sense of irreverence to the brand.
In essence, our focus remains on the people. The people make the chicken, so you have to be a people-centric organization. We focus on our own people, they focus on the customer, and happy people equals happy customer equals happy bank manager. Every restaurant in every market has to adhere to those rules.
One of those is a relationship with our partner, Dick Enthoven, and his family. The Enthoven family invested when we had three restaurants.Nandos is one of the fastest growing restaurant chain with a portugese/Mozambique theme.
Nandos is known as the home of legendary grilled peri peri chicken. Nando’s was born in earlier it was named as chicken land, but was renamed again after its founder Mr.
Fernando Duarte. Suggested market strategy for Nandos restaurant chain. It is an individual report outlining a suggested marketing strategy, focusing in detail on one of the target We all know how exceptionally powerful great marketing communications can be, other than a unique product design/functionality (i.e.
Apple/Gillette) and distribution, it is the. Suggested market strategy for Nandos restaurant chain - UK Essays It is an individual report outlining a suggested marketing strategy, focusing in detail on one of the target markets, for the future marketing.
Building a People Strategy – Nando’s Essay. Building a People Strategy – Nando’s Organisation Founded in in Johannesburg, Nando’s is a casual dinning restaurant known for its unique Portuguese and Mozambique style cuisine - Building a People Strategy – Nando’s Essay introduction.
The restaurant gets its name from its founder Fernando, who is the son of a Portuguese national. Burger rutadeltambor.com ). and because the industry was required to be innovative to cater for an unpredictable consumer market whose tastes were rutadeltambor.com so that this market would be exposed to the Nando’s brand.
and an indulgence trend exacerbated by the 5/5(1). It is an individual report outlining a suggested marketing strategy, focusing in detail on one of the target markets, for the future marketi.