High Street Success Stories: Nando’s

Nando’s may not be a UK brand, but there’s no doubt about the fact that it’s become a serious part of British culture. Whether you’re on the hunt for a tasty take-out or finishing off a night out on the town, there’s nothing quite like a cheeky Nando’s to end the evening off on a high note.

These days, Nando’s has become one of the UK’s most beloved high street restaurant chains, famous for its flame-grilled peri-peri chicken and casual dining experience.

Boasting South African roots – even though the cuisine is better characterised as Portuguese-African fusion, whatever that men’s – the brand has grown into a global phenomenon, with a strong presence in Britain’s bustling food scene.

What began as a single restaurant has transformed into a household name, synonymous with flavour, affordability and unique dining culture. And, don’t forget their humorous marketing campaigns!

 

Where Did Nando’s Begin? 

 

Nando’s was founded in 1987 in Johannesburg, South Africa, by Fernando Duarte and Robert Brozin. Inspired by a small Portuguese-style chicken restaurant, the pair saw an opportunity to bring the flavours of peri-peri to a wider audience.

The spicy, flame-grilled chicken – marinated in a distinctive blend of African bird’s eye chilli, herbs and spices – became the restaurant’s signature dish, and it’s still an absolute classic the world over to this day.

The concept was simple but effective – high-quality, flavour-packed chicken, cooked fresh to order and served in a relaxed, welcoming environment. After all, there’s no reason that convenient, on-the-go food has to be of a low standard.

The fusion of Portuguese and African influences in the food set Nando’s apart from other fast-casual dining options, creating a distinct identity that ended up being a winning formula, to say the least.

 

 

The Rise of Nando’s in the UK

 

Nando’s arrived in the UK in 1992 with the opening of its first restaurant in Ealing, London, and the timing couldn’t have been more perfect.

Britain’s food culture was evolving, and diners were increasingly looking for more diverse and exciting flavours. Nando’s offered something different from the traditional fast-food chains around town, positioning itself as a casual dining experience where customers could enjoy freshly prepared food in a vibrant setting.

It wasn’t long before word had spread, and Nando’s began expanding across the country. The brand’s success was driven not just by its food but by its ability to tap into the cultural climate of the ’90s. It became particularly popular among younger diners, with its affordable pricing and informal atmosphere making it a go-to destination for social gatherings.

The restaurant’s unique ordering system – where customers place their orders at the counter but receive table service – blended the convenience and price of fast food with the quality of a sit-down restaurant. This hybrid model allowed Nando’s to operate efficiently while maintaining a relaxed and friendly dining experience.

 

A Brand Built on Culture and Community

 

One of Nando’s greatest strengths has been its ability to build a strong brand identity, which has been quite an incredible feat considering its cross-continental model.

Unlike many high street chains, it has cultivated a sense of exclusivity and desirability, despite being widely available. Part of this success comes from its clever marketing strategy, which has embraced social media, pop culture and humour, all of which has been specifically tailored to different locations.

That is, the adverts and general marketing strategies of Nando’s in the UK differ drastically to those used in South Africa, as a great deal of the humour is based on (and pokes fun at) politics and other current affairs. Over the years, this is one of the main factors that has made Nando’s so beloved.

Nando’s has also become a favourite among celebrities, with musicians, footballers and influencers frequently endorsing it. The brand has leaned into this popularity, never taking itself too seriously and engaging with fans in a lighthearted way. In fact, as much as we joke about it, phrases like “cheeky Nando’s” is actually considered as a real art of British slang, further embedding the restaurant into the national consciousness.

The other thing that’s enhanced Nando’s reputation is the fact that the chain has also built a reputation for giving back. It has a long-standing commitment to ethical sourcing, using only British and Irish chicken in the UK and working with small-scale farmers to ensure sustainability. Its Nando’s Fighting Malaria initiative, which helps fight malaria in Southern Africa, reflects the company’s socially responsible ethos.

 

What Does the Future of Nando’s Look Like in the UK?

 

Despite economic challenges and changing consumer habits, Nando’s remains a dominant force on the UK high street. It has adapted to shifts in the dining industry by embracing delivery and takeaway services while maintaining the in-restaurant experience that made it famous.

The chain has also responded to growing dietary trends, expanding its menu to include plant-based options and healthier alternatives, allowing it to cater to an ever-growing market.

With over 450 restaurants in the UK and a strong international presence, Nando’s continues to thrive by staying true to its roots while evolving with the times. Ultimately, it doesn’t seem like Nando’s is going anywhere any time soon!