Nandos SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 13547

SWOT Analysis of Nandos with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company





Foods and Beverages

Tagline/ Slogan

Flame Grilled Peri Peri Chicken


Non Frozen and Freshest Chicken



Anyone who wants to eat good quality food in a fast casual dining restaurant

Target Group

Children and youth of middle and upper middle class families especially Chicken lovers


Flame Grilled Chicken

SWOT Analysis


1. Renowned Global chain with over 750 restaurants in over 40 countries
2. Nandos’ Flame Grilled Peri Peri Chicken is believed to be the best in the world
3. Nando’s chicken are considered as healthy along with the superior taste as well

4. Franchisee model has allowed Nando’s to expand rapidly in global markets

5. Advertising Age magazine named Nando's as one of the world's top 30 hottest marketing brands


1.  Currently operating in only metro cities in India which reduces brand visibility
2. Absolute focus on Chicken reduces the inflow of vegetarians which hampers other vegetarian items in the menu
3. Parent company IRL’s financial trouble reduces the expansion plans of Nando’s across Indian Market


1. Hotel Industry is forecasted to grow in double digit figures, which presents a significant opportunity to Nandos
2. Innovate with vegetarian menu items and market them as well along with Chicken

3. Huge expansion opportunity in sub metro cities with the enormous success in the metro cities

4. Nando’s India acquisition by a private equity firm will fuse the much needed funds required for expansion


1. Franchisee IRL, for India, may not sell its stake and also may not be able to fund the expansion plans for Nandos because of its poor financial condition
2. Intense competition from other international player in Indian Market
3. Growth in number of players is more than the growth of the demand itself and it will lead to further competition and reduce overall profitability of the industry



1. Hard Rock cafe

2. California Pizza Kitchen

3. Copper Chimney

4. Bombay Blue

5. Noodle Bar

The table above concludes the Nandos SWOT analysis along with its marketing and brand parameters.


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