NANDO'S: A (UN)SUCCESSFUL BRAND IN ANGOLA
I grew up thinking that our Angolan flame-grilled chiken or, more precisely, o nosso churrasco, was something ‘very ours’ – we had invented it, no one else in the world had ever even thought about it!
I grew up thinking that our Angolan flame-grilled chiken or, more precisely, o nosso churrasco, was something ‘very ours’ – we had invented it, no one else in the world had ever even thought about it!
Well, that was until I found Nando’s for the first time in Botswana, some years ago... then in South Africa... then in London. Then I started hearing about the brand’s success wherever it opened and particularly in African countries. So, I started wondering - especially looking at the majority of Nando's clientele either in Africa or Europe - whether this thing with our churrasco was that ‘very ours’ after all, coz it looked more like a ‘very black ting’ all over the world!
And even though, to my taste, Nando’s flavours all considered didn’t beat our very own Angolan churrasco, I was still convinced that, given a chance, it could be a big hit in Angola – after all the brand is all built around Portuguese mystique, themes and flavours.
But... surprise, surprise... it opened in the heart of Luanda and closed down soon afterwards! And with it went its South African sister brand Steers. Lack of interest from the locals, I was told. More than that: an affront to our very own churrasco! And so, it closed down.
The only other place where I know Nando’s didn’t stand a chance is the most European of South African towns: Stellenbosch. Equally for lack of interest from the locals, albeit for different reasons: apparently it was ‘too black a thing’ to exist in Stellenbosch. And so, it didn’t even ever open there!
But what you really might like to know about Nando’s today is this:
After the ANC Youth League threatened "militant action" against the chicken outlet for making the youth leader appear mathematically challenged, guess who the government hired to feed the masses at President Jacob Zuma's inauguration?
About 32 000 portions of idla nathi -- a Nando's quarter chicken, chips, roll and a cooldrink -- were distributed to amazed citizens who had assembled at the foot of Union Buildings to cheer the new prez on his big day.
