Employee Motivation and Strategic Goal Achievement: Nando's

This report investigates the critical role of employee motivation in enhancing staff retention and driving the achievement of strategic goals within a business, using Nando's Restaurant as a focal point. The research begins with an abstract summarizing the study's core focus on employee motivation and its benefits to the company, followed by a literature review exploring motivation theories and their practical application in the workplace. The methodology section outlines the research design, including primary data collection via questionnaires to stakeholders at Nando's, and secondary data gathered from previous studies. Data analysis and discussion sections follow, examining the findings from both primary and secondary research, leading to conclusions and recommendations aimed at fostering a highly motivated workforce at Nando's to gain a competitive advantage in the food market. The report also includes reflections on the research process and potential alternative research directions, providing a comprehensive analysis of the subject.

TOPIC: “The importance of motivation in
retaining employees that assist a business in
achieving its strategic goals. A case study on
Nando's Restaurant.”

ABSTRACT
This report is taken in to consideration on importance of motivation in retaining
employees that assist a business in achieving its strategic goals. It provides the deep
understanding about the employees motivation that provides the benefits to company. For this
purpose, restaurant business is chosen where motivation is essential to encourage employees to
give efforts in producing best quality of products. To identify importance of motivation for this
company, a proper literature review is conducted by interpreting the previous conducted
investigation research. Here, various theories of motivation are described with different-different
situations to get motivated workplace. To analyse which motivational technique prove better to
encourage workers, researchers will also conduct primary investigation, whereby questionnaire
method will be used to take feedback of stakeholders of Nando's Restaurant. Along with this,
benefits that respective company can gain by motivating its employees are also explained. After
making proper primary and secondary research analysis, researchers will carry out proper
analysis. On the basis of investigation, further recommendations will also provide to present
company for getting highly motivated workplace to achieve its strategic goals, in given period of
time. This would also help Nando's Restaurant in earning a high competitive advantage, so that
better position can be gained in food market.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................3
Chapter structure.........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Concept of employee motivation in the context of business success..........................................5
Different theories of motivation and their influence on staff retention......................................6
Importance of motivation for Nando's Restaurant in attainment of its strategic goals...............9
Benefits that Nando's Restaurant could gain through motivated workforce.............................11
RESEARCH METHODOLOGY...................................................................................................13
Type of Investigation................................................................................................................13
Research Philosophy.................................................................................................................14
Research Approaches................................................................................................................14
Research Design........................................................................................................................15
Data collection..........................................................................................................................16
Data analysis.............................................................................................................................16
Sampling...................................................................................................................................17
Ethical considerations...............................................................................................................17
DATA ANALYSIS........................................................................................................................19
DISCUSSION................................................................................................................................38
CONCLUSION AND RECOMMENDATION.............................................................................41

Conclusion.................................................................................................................................41
Recommendation.......................................................................................................................42
REFLECTION AND ALTERNATIVE RESEARCH...................................................................44
Reflection..................................................................................................................................44
Alternative Research.................................................................................................................44
REFERENCES..............................................................................................................................45

CHAPTER 1: INTRODUCTION
INTRODUCTION
Overview of Research
Motivation is explained as the driving force that impacts on choice of the alternatives in
person behaviour. It stimulates, improve and also induce the staff members who are leading to
the goal- oriented behaviour (Dörnyei and Ushioda, 2013). Employee motivation refers to a
critical aspect within an organization at its workplace that leads to increase performance of
department and even the business also. Motivating workers for completion of strategic project
and achievement of goals, needs to be a regular routine. Without a motivated workplace, the
present company may place itself in a very risky position, therefore, to reduce this chance, it is
essential to timely motivate the employees. This would lead to increase productivity as well as
allow Nando's Restaurant, to achieve its higher levels of output. The employee motivation is
internal and intrinsic derive to put important efforts and some actions towards the work- related
activities. It is related to the psychological forces which identify direction of behaviour of person
in company. Motivation at the workplace explained sum of processes which influence direction,
maintenance and arousal of the employee’s behaviour. The motivate staff members are necessary
to success of company as the they are many more productive in an organisation. The present
research is going to analyse how motivational techniques helps a company in achievement of its
strategic goals. To run an organisation efficiently, companies seek to implement changes on
timely manner, so that productivity of business can be gained. For this purpose, it becomes
essential to prepare proper strategic management project, to analyse how productivity of business
can be increased (Herzberg, 2017). Employees are the key assets of the business and the growth
and development of a business is based on employee motivation. In today's modern business
scenario competition within market is so high and businesses are concern over retaining
employees through motivating them towards implementing the key efforts in attaining the
strategic goals of business.
Background of Research
Motivation is reason for goals, people and willingness of people. It is a necessary factor
that encourages an individual to provide better performance and aims in reaching to

organisational objectives. Positive motivation will able to enhance employees output but
negative motivation will minimize performance level. The employee motivation is level of
commitment, creativity and energy that workers of an organisation bring to jobs. It is one of the
necessary aspects in an organisation that leads to departmental performance. The main reason
behind enhance motivation of employees is that it lead to enhanced productivity level and permit
company to attain high output level. If the company will focus on motivating employees then
they will perform in a better manner and focus on attaining the set business objectives in an
effective or efficient manner. In context with Nando's Restaurant, which is a restaurant chain of
South Africa operates in more than 35 countries including UK. It has incorporated in 1987 in
Johannesburg and opens its first restaurant in United Kingdom in 1992. Current this company
has over 1000 outlets having 340 in UK that is considered as third brand. It offers a range
chicken where dishes seasoned with hot Peri-Peri is the best food that has helped respective firm
to win over other restaurants (Dweck, 2013). The key purpose of Nando's Restaurant is to
motivating employees for better contribution within organisational operations and enhancing
retention of employees within work place. Thus, this could be resulted in attainment of higher
growth and development by reaching at strategic objectives. In the context of hospitality firm,
employee motivation is a fundamental consideration, thus the operation implementation of
business is based on the contribution of employees within work place and the key consideration
of Nando's Restaurant or its management is to motivate their employees within work place to
retain them for long run of business operations. To achieve set goal, Nando's Restaurant focuses
on earning high contribution of employees, because they are the main assets of its business that
provide best efforts in getting satisfaction of customers. But as working on offering good food as
per different taste of food, proper cooperation between workers is essential. Therefore,
management of Nando's Restaurant, concerns on adopting motivational techniques (Shahzadi
and et . al, 2014).
Rationale of Research
The main reason behind selection of given topic i.e. ‘Motivation’ is to analyse the
importance of motivation in retaining employees that assist the business towards achieving
strategic goals and objectives. This is a wide area of investigation which provides an effective
idea and knowledge base regarding the chosen subject area. For this purpose, researchers have
targeted the restaurant business because in this sector, due to change in demand and services of

customers to get best quality of food and other hygienic factors, many innovations are done on
regular basis. Therefore, to make innovation, organisations dealing in this sector like Nando's
Restaurant, are highly concerned to get best efforts of talented workers, it is essential to motivate
them. The present research helps in understanding the various factors present in business that
helps in motivating workers (AZávadský, Hitka and Potkány, 2015). This would aid researchers
in providing best recommendations to companies in future, in managing their workplace and
getter better position over there. Along with this, it also help business organisation to understand
the importance of employee motivation in retaining them for longer period of time. This will
provide support them in attaining all the set strategic goals and objectives in stipulate time frame.
In context of researcher, the main aim of undertaking this investigation is to find out the
appropriate solution towards the issues faced the company due to demotivated workers at
workplace. This is the reason that, motivation is crucial for company and employees to improve
its productivity level.
Research Aim
Motivation is one of the important direction and willingness by which individual can
improve their performance to do something well. In context of business organisation, it is
consider as an effective concept by which company enhance workers productivity level. This
will contribute in retaining workers for longer period of time and also help in attaining all the set
strategic goals and objectives. For attaining the same, company is responsible for providing
motivation like extrinsic and intrinsic motivation to workforce so that they easily perform their
task effectively. For better understanding the same, research develop an effective aim is:
“To analyse the importance of motivation in retaining employees that assist a business in
achieving its strategic goals. A case study on Nando's Restaurant.”
Research Objectives
It describes the objectives that need to be addressed by researchers in set period of time,
in order to accomplish the specific aim.
 To understand the concept of employee motivation in the context of business success.
 To ascertain the different theories of motivation and their influence on staff retention.
 To identify the importance of motivation for Nando's Restaurant in attainment of its
strategic goals.
 To analyse the benefits that Nando's Restaurant could gain through motivated workforce.

Chapter structure
It is an outline of work and provides structure of research towards end of introduction
chapter in research. It provides the proper research structure that help in conducting an
investigation in systematic manner (Rao, 2012).
Chapter 1: Introduction
This chapter of dissertation defined outline of an investigation. It consists the background
and gives rationale for research area selection. The main purpose of introduction is to provide an
overview of major dissertation points and on the other hand to awaken interest of readers. This
chapter contains explanation of research objectives and aim.
Chapter 2: Literature review
It is one of the main chapters of research dissertation because it contains analysis of
theoretical frameworks which have been introduced previously to research related area. It
includes the viewpoints and opinions of authors related to research objectives (Crowther and
Lancaster, 2012). For collecting the information, secondary methods of data collection has been
used through researcher.
Chapter 3: Research Methodology
This chapter explains process of research and also address problems related to the
research philosophy. It contains an explanation of the research design, choice and also execution
of data collection methods. The sampling aspect of study and explanations related to ethical
considerations considered under this chapter (Silverman, 2016).
Chapter 4: Data Analysis
It contains presentation of primary data that gathered from questionnaire. The
presentations of findings related to primary data have been facilitated by themes or bar charts.
Chapter 5: Conclusion and Recommendations
It is the last chapter of dissertation that plays a necessary role in attaining aim and
objectives of dissertation. Under this, findings of literature review have been compare to the
findings of primary data under this chapter. There has been provided the in- depth discussion to
each research related objectives (Winick and Doniach, 2012).

LITERATURE REVIEW
It is main chapter in dissertation that provides an in- depth review of the information that
published through using the secondary sources. It is important to conduct analysis of past
literature and also information that extracted by use of secondary sources. This chapter is helpful
in conducting analysis from all relevant aspects (Hart, 2018). It is helpful in generating the
reliable and also valuable outcomes so that research can be conducted in an effective manner.
There have been different theories which are concerned with study field that examined through
using this section. There have been secondary sources of data collection used by different
sources such as books, articles, journals, internet etc. It has been determined that strategic human
resource management is termed a practice in which organisation attract, develop, reward and
retain employees in order to fulfil organisation goals in best effective manner. It is an essential
process which is required to undertake by an organisation as with the help of this they can not
only able to retain their loyal employees and use their skills and expertise for organisation
benefits. In addition with this, company is required to motivate employees in best effective
manner towards organisational objectives as to achieve corporate as well as HR objectives
Concept of employee motivation in the context of business success
According to TANNE (2019), it has been analysed that motivation in a company directly
links to its individual performance. Hereby, motivation mainly helps in encouraging workers to
give best contribution for achievement of business objectives. In organisation, motivators are
acts as a catalyser who help in enhancing working performance of all employees at individual
level, so that can perform in best manner (Khuong and Hoang, 2015). It has believed that
business of a company runs in desired way only because of people that are working for it,
whereby each employee contributes its best efforts toward achievement of ultimate strategic
goal. In context with Nando's Restaurant, it is one of the leading restaurants that have spread its
business over five major continents, where in UK only, it has given employment to more than
8000 staff. In food & restaurant business, the main competitor of respective firm is McDonald's
that also offers a range of beef and other meat products. In this regard, to get a competitive edge
over McDonald's, Pizza Express and other, management of Nando's Restaurant highly concerns
on increase variety of meat products and develop innovation in its services. Therefore, to gain
this goal, respective company highly concerns on motivating employees to give their best

contribution. There are various factors present within this company that affects staff motivation
like offering financial rewards, monetary and non-monetary benefits, insurance and pension
plans etc. where all such procedures lead to stimulate worker performance. So, it is personnel
responsibility of management of present restaurant to motivate its employees, for working as per
expectation of business to enhance the performance and productivity of organisation.
According to the opinion stated by Ashley, (2018), employee motivation is a key aspect
of each type of business organisation which mainly assists towards reaching at the potential
goals. Employee motivation is refers as the level of energy, creativity and commitment an
individual is towards the work or how engaged they are with their working environment and how
empowered they feel in the work assigned by the firm. Employee motivation is a prior obligation
for a business, thus organisations and its management are concern over motivating employees for
the purpose of betterment of organisational operations. Therefore, motivated employees are more
liable in attempting organisational strategic objectives in effective manner. High motivation of
employees also helps a business in retaining them for long run of business operations that could
be resulted in attaining higher growth and development. High level of employee motivation is
interlinked with the retention of employees which provides numerous benefits to the business in
attainment of higher growth and success. Nando's Restaurant is a famous African restaurant
chain, which has its high brand image within market in providing satisfactory service to their
potential customers (Naile and Selesho, 2014). As a large restaurant industry, Nando's Restaurant
and its management is focuses over motivating employees towards their work and highly
motivated workforces has various benefits for Nando's Restaurant like maximisation in
profitability, higher production, high brand image, higher employee satisfaction, retention of
workforces etc. In addition to this, goals are necessary motivators because they foster the growth
and helpful for staff members to become engaged in daily activities. Procedure to outlining the
goals aids staff members to understand part which they play in attains overall objectives of
company.
The motivated workforce is more productive and it helps in attain objectives of business.
Setting the objectives produces clarity around steps which are necessary to reach at desired
results. Main importance of the employee motivation is tied to ability of firm to meet objectives.
For enhance motivational level of employees, Nando's Restaurant provides the training to staff

members and also focus on attain the specific aim within given period of time. With the help of
this, all employees will work in a team without arising any conflict (Wani, 2013).
Different theories of motivation and their influence on staff retention
From Smriti Chand (2019), Employee motivation is necessary because it permits
management to meet with goals of an organisation. Motivates staff members can lead to enhance
productivity and attain high output to employees. On the other hand, motivating staff members
needs creativity and also understanding areas where the performance of staff members exceeds
expectations of an organisation. The motivational theory is to be tasked with searching what
derives people to work towards outcome (Rudolph, 2016). The Nando's Restaurant is interested
in the motivational theory because motivated people are productive more and also leading to
economic resources use. There are various theories of motivation present that helps management
of Nando's Restaurant, in getting motivated workplace. It includes Maslow Theory, Herzberg
Two Factors Theory, Victor’s Vroom Expectancy Theory of motivation and more. All these
theories have their own importance and role in enhancing the performance of workers and highly
motivate them to give their contribution in achievement of business objectives. Along with this,
as per complex and dynamic environment, managers of respective organization also need to
create the positive environment, under which employee feel more satisfied and trusted as well as
empowered to take strong and better decisions for improvement of worker performance. This
would lead to enhance and improve motivation level of employee that ultimately leads to
increase organizational performance as well. The benefits that Nando's Restaurant can gain by
implementation of motivational techniques, includes increased employee commitment, their
level of satisfaction, on-going employee development, enhance efficiencies, and improve
communication between workers with its upper level of management and more. For this purpose,
it is also essential for management to establish proper communication among employees by
ensuring that every worker gets proper information about business changes, current expectation
and importance of achievement of particular goal. In this regard, despite of relying only on
emails and other internet applications for providing information, management also need to
ensure that they talk to workers on individual level for providing entire information about current
goals and vision for accomplishment of same. Some issues that influence workers’ relationship
of Nando's Restaurant with its management are – different background of workers, high skill
gap, ineffective communication system, cultural safety issues and more. These types of issues

lead to demotivate workers that turn to increase heavy employee turnover or impact negatively
on employee engagement process as well. Therefore, under such situations, motivation
techniques not only help in resolving these issues but also help in increasing employee
engagement process (Lester, 2013).
Different theories of motivation which Nando's Restaurant given below:
Herzberg motivation Theory
This theory argues that there are the two factors like Hygiene and Motivational which
company can adjust to increase motivation at workplace. These factors are given below:
Hygienic factors- These factors are necessary for an existence of motivation in an
organisation. These do not provide the positive satisfaction to high satisfaction (Malik and
Naeem, 2013). These factors are known as maintenance factors or dissatisfies as they need to
neglect dissatisfaction. Different components include in hygienic factors mention below:
Pay- It is necessary that pay of employees should be reasonable and appropriate. This
must be competitive and equal to those in similar sector in same domain.
Physical working conditions- Under this, working conditions of an organisation should be
hygienic and safe. From this, employees of Nando's Restaurant can able to perform in a better
manner. Work equipment’s should be well- maintained and also updated.
Interpersonal relations- Relationship of staff members with superiors, peers and the
subordinates should be acceptable. They all work together for attaining the specific aim and
objectives. On the other hand, there should not be any conflict arise.
Motivational factors- These factors provide the positive satisfaction to employees and
inherent to work. They enhance motivational level of employees so that they can perform in
better manner. These factors consist:
Recognition- In this, staff members of Nando's Restaurant should be recognised and also
praised for accomplishments through managers (Pegler, 2012).
Responsibility- It is necessary that employees should hold the responsibilities for work. In
this, managers should give ownership of work. They should reduce the control but sustain
accountability.
This theory is helpful in enhance motivational level of employees. The Nando's
Restaurant will provide the positive working environment, equal pay scale, recognition, approach
employees etc. Through this, employees will retain at workplace for long period of time. On the