FAST food chain Nando’s has achieved total WA sales growth of more than 80 per cent per annum during the past four years, says national marketing manager James Tomlinson.
FAST food chain Nando’s has achieved total WA sales growth of more than 80 per cent per annum during the past four years, says national marketing manager James Tomlinson.
The South African-formed chain chose WA as its first Australian market in 1991.
It has more than 140 restaurants in South Africa and has established itself in fourteen other countries including Canada and the UK.
WA has recorded the highest sales in the country by a margin of between 10 per cent and 15 per cent.
“We chose WA because it is primarily a first port of call for South Africans migrating to Australia,” Mr Tomlinson said.
“Western Australians seem to like chicken and it’s a product that suits itself to outdoor living.
“But we didn’t just transplant a successful brand to another country – we’re not a cookie cutter brand.
“We took the basis of our approach and adapted it to suit the taste of Australians.
“For example, the extra extra hot variety available in South Africa isn’t here yet...we don’t think the Aussie palate is ready for it.”
Mr Tomlinson said Nando’s success was due to its focus on growth through quality as opposed to sheer volume.
“The WA state manager Mike Lead is a strong operator, which explains much of our success in WA,” he said.
The chain plans to establish a further five to ten restaurants in WA in the next two years.
Mr Tomlinson said Nando’s would continue to grow their franchising alliances with BP, with one just officially opened in Mandurah Forum.
Nando’s sells a range of bottled sauces through supermarkets in the UK and South Africa including its trademark peri peri, marinades and salad dressings.
These will soon be introduced to Australian supermarkets and the chain is also considering introducing simmer sauces.
Mr Tomlinson said Nando’s would continue to enforce the
differences between itself and other fast food chains through its traditionally irreverent advertising.
“Our cheeky campaigns have been used to achieve ‘cut through’ in the heavily supplied fast food market,” he said.
“Our latest radio ads have monks chanting “we worship chicken”, while a Robert Bogucki take-off features an American accent saying “I just want to set the record straight – I wasn’t lost out there...I was seeking spiritual enlightenment and found it with Nando’s”.”
