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Value Chain
Analysis
Support Activities:
General Administration/Infrastructure:
Owned by Dick Enthoven
370 outlets 66 serve Halal
11,000 people employed
Focus on mixed service model and not on takeaway model
Branches also choose individual design and decor to move away from the
restaurant-chain image
Human Resource Management:
Best Large Company to work for 2010
The Nandos Culture: Nandos is not just about the chicken. Its never
been just about the chicken. Its about the people who make the chicken.
Strong emphasis on key values: pride, passion, courage, integrity and
family
People who work at Nandos known as Nandocas
Restaurant managers known as Patros, meaning Portuguese for head of
the family
Technology Development:
Loyalty scheme changes Used to use paper card loyalty system. Have
now upgraded to a Nandos loyalty card
Means Nandos can get customers email addresses and update them on
changes in stock or upcoming events
Procurement:
Suppliers include Cargill, Moy Park, Faccenda, Freemans of Newent and
2Sisters
No Free Range chicken used as Nandos also need to consider the price
our customers are willing to pay
Halal chicken supplied by Freemans of Newent who are authorised by the
Islamic institute of Jurisprudence
Chicken is British and barn reared to Red Tractor standard
Primary Activities:
Inbound Logistics:
Chicken is never frozen and is marinated for at least a day before being
cooked
Ovens are pre-programmed to ensure the chicken is cooked thoroughly
and is then then flame-grilled to order
Halal chickens follow the Red Tractor Farm Assurance Standards and are
pre-stunned which means they are unconscious when it is hand
slaughtered and then blessed by licensed Muslim slaughter men
Operations:
Focus on friendly atmosphere for workers as well as clients
Way which consumers and workers communicate and interact within
restaurants creates an informal and personal atmosphere
Outbound Logistics:
Customers either order at the counter and then receive meal at table or
order online and collect at restaurant
Customers given responsibility by having to go to counter to order, picking
up their own cutlery and sauces
Marketing and Sales:
Television advertising was too expensive in the UK so Nandos focused
more on building the brand through its store design
Family friendly image and teen appeal relaxed, safe and friendly
environment to hang out in
o Teens encouraged to stay with free refills on fizzy drinks
Intrinsically linked with a certain type of youthful, modern, inner-city and
multicultural Britain many celebrities pictured in Nandos
o Black loyalty card given to celebrities to eat at Nandos for free
they are then pictured in the restaurant indirectly advertising
Nandos
Huge marketing of their most basic selling point their famous Peri-Peri
sauce
o Can pick levels of spice
More followers on Facebook and Twitter accounts than any other food and
beverage brand
o Use a variety of posts to create humorous and interesting content
Service:
Staff are known for their speed and friendliness with high standards being
placed on customer service, cooking and serving
3
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
References
https://en.wikipedia.org/wiki/Nando%27s#cite_note-DT_Brown-3
http://www.theguardian.com/lifeandstyle/2010/may/16/nandos-fast-foodchipmunk-tinchy
http://www.telegraph.co.uk/foodanddrink/restaurants/9902231/Nandosnation-the-chicken-that-conquered-Britain.html
http://www.nandosperiperi.com/sauces
https://mainmarketactivations.wordpress.com/2013/07/26/why-nandosranks-as-south-africas-most-successful-restaurant-export/
http://www.ft.com/cms/s/0/6cd5bdbe-9afc-11e4-b65100144feabdc0.html#axzz3qLFjTteo
http://www.theguardian.com/business/2014/jul/10/nandos-using-secretivetax-haven-trust-avoid-inheritance-tax-bills
https://www.google.co.uk/search?
client=safari&rls=en&q=how+is+nandos+chicken+made&ie=UTF8&oe=UTF-8&gfe_rd=cr&ei=SsM3VvGGJNXBVIemiBA
http://www.nandos.co.uk/faq
http://www.theguardian.com/world/2014/jul/23/-sp-revealed-dirty-secretuk-poultry-industry-chicken-campylobacter
http://www.ukessays.com/essays/marketing/suggested-market-strategyfor-nandos-restaurant-chain-marketing-essay.php
http://www.ukessays.com/essays/marketing/based-around-nandos-therestaurant-chain-marketing-essay.php
http://www.uniquesolutions.co.uk/nandos-success