Marketing Plan for Nando's: Enhancing Sales and Customer Base

This report outlines a marketing plan for Nando's restaurant, a South African chain specializing in peri-peri style chicken dishes. The plan details Nando's mission to deliver exceptional customer experiences and focuses on targeting young adults aged 18-35 with affordable, high-quality food in a casual dining atmosphere. The marketing goals include expanding the number of food joints, increasing customer inflow, and boosting sales through various strategies. A SWOT analysis identifies Nando's strengths, weaknesses, opportunities, and threats, such as limited menu options and competition from other restaurants. The action plan emphasizes menu improvements, social media promotion, attractive offers, and measurable steps to engage new customers. The study concludes that implementing this marketing plan will enhance customer satisfaction, increase sales, and improve Nando's market value. The document also includes a reference list of relevant marketing resources.

MARKETING PLAN
FOR NANDO’S

BACKGROUND INFORMATION
• Nando's is a South African restaurant chain, which is specialised in
preparing Portuguese food such as peri-peri style chicken dishes. It
was founded in year 1989 in Johannesburg by Mozambique-born
Fernando Duarte and south African Born Robert Brozin. Nando's
operated over 1000 outlets in 35 different countries. In year 2010 it
was the world's top 30 hottest marketing brand alongside.

MISSION STATEMENT
• Nando's aim is to deliver the
best experience to the clients.
They aim to take their
customers on a voyage
through their food. They
provide a traditional
hospitality and support clients
with warmth and fun.

GOALS OF MARKETING PLAN
• Nando's targets the people who enjoy a nice casual dining
experience at a nice atmosphere with a lip smacking food offered by
Nando's.
• They targets the group of young population that are of age group of
18-35 years.
• They offer the food at affordable price which the targeted age group
can easily manage, providing a good quality of service and products.
• Monitoring is done by amount of sales carried across
the countries which results in checking amount of
customers which visited, this monitors the growth and
development is carried out.
• Evaluation is carried by the sales which can be done
by the sales which can evaluate the performance of
Nando's.

SWOT ANALYSIS
Strengths:
• Nando's focuses on interior which tends to
change in lesser span of time which attracts
customers.
• Nando's have a limited menu which have a wide
popularity across the globe.
• With the ambience and delicious food they have
a list of satisfied customers including various
celebrities'.
Weakness:
• As Nando's are with limited menu and focuses
on particular segment of people they have
limited popularity across different nations.
• They have gained popularity over one particular
taste which limits many of the customers.
• They have limited dishes, this ensures limited
cuisines which misses out the local taste. They
ask for a huge sum of money for franchising.
Opportunities:
• They have more awareness of global cuisine which
welcomes wide variety of the customers.
• They can include local cuisines which can help in
generation of huge turnover
Threats:
• they have low barriers for entry there are
many restaurant which offers same dishes.
• Cooks and chefs tends to start their own
restaurant which have a wider experience.
This is a major threat to Nando's.

SETTING GOAL OBJECTIVES:
• Nando's needs to expand over five more
food joints within the running year.
• Nando's needs to increase the in-fall of
customers by 50%.
• Increase the sales by various strategies.

MARKETING PLAN: ACTION PLAN
• Aims to set up the target of increasing business and sales by
improvising the menu.
• Various social media platforms needs to used for promotion
and increase of sales.
• Various offers needs to be introduced to attract more
customers.
• Measurable steps needs to be set to bind new customers with
services.
• Various pros and cons needs to be evaluated which can be
used to impact the customers.
• Achievable resources needs to be set and which helps in
moving business forward.

CONCLUSION
• This study states the marketing plan of Nando's restaurant which
aims to increase the sales and services which offers the customers
with benedictory service, satisfying customers. This study includes
the action plan which needs to be carried out by the restaurant to
satisfy customers and increase sales and market values of Nando's
restaurant.

REFERENCE
• Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
• Deshpande, T and et.al., 2017. Marketing Plan for the DJI Phantom 4 Follow-Me Drone Camera System.
• Dib, A., 2018. The 1-page marketing plan. Page Two Books.
• Kotler, P and et.al., 2017. Marketing for hospitality and tourism.
• Lamb, C.W. and Crompton, J.L., 2017. Analyzing marketing performance. In Marketing the Public
Sector (pp. 173-184). Routledge.
• McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142). Routledge.