Blazing the peri-peri trail to US shores

“Debates on the readiness of US markets, who are renowned mass consumers, to receive a traditional food offering such as ours, have continued for years,” explains Nando's co-founder and CEO, Robert Brozin. “But our international expansion - which now stands at almost 750 restaurants in more than 26 countries around the globe - is continually progressing and we are confident that the US market is ready to embrace the brand and its unique taste, flavour and positioning.

“Since our inception in 1987, our authentic flame-grilled peri-peri chicken has blazed a trail around the world and it still stands at the core of what we're about,” continues Brozin. “This opening represents another major milestone for the brand... Consumer response to date has been terrific and it is clear that Americans who have tasted the world's best flame-grilled peri-peri chicken in other parts of the globe are delighted to finally enjoy our famous and addictive Nando's taste.”

Humble hatching

Originating from humble beginnings south of Johannesburg in the late '80s, the US was always part of the Nando's vision. Says Brozin, “It was in the heart of the local Portuguese community - in the small suburb of Rosettenville - where my friend Fernando Duarte introduced me to taste traditional Portuguese style chicken; the best I'd ever tasted. And while sitting in one of the smallest cafés in Johannesburg, we could already believe that we could build a global brand with this magnificent product!”

Flying into the final frontier

“The growth of the Nando's business over a mere 21 years has been phenomenal and now we've tackled the final frontier! Washington DC is our first step into the US and we're positive that Nando's will be well received as it continues to grow within it. We remain a born and bred proud South African brand.”

Fast, healthy alternative

Nando's prides itself on being a restaurant group that is about good food fast and because its chicken is flame-grilled, it is considered healthier. “As in every other territory around the world where we operate, we only use A-grade chickens which are trimmed of any excess fat before cooking and our secret peri-peri marinade is made from natural ingredients, with no preservatives, no added MSG, and no flavourants or colourants; certainly the well-needed healthier alternative required by a well-informed health-conscious market.”

“Furthermore, we are passionate about offering a great eating experience through service excellence and a superior product. Our restaurant design reflects an inviting upscale dynamic ambience which simply says, ‘come in, sit back and enjoy a good meal in'.”

Back for more

And as downtown Washington is voting with their feet for their daily fix of peri-peri, there is good news for everyone else: a second site is scheduled to open in a few months' time!