The Nando’s story started centuries ago when the Portuguese explorers set sail for the East. The winds of Africa called them ashore, and it was there that they were introduced to the African Bird’s Eye Chilli – more commonly known as PERi-PERi. A spice like no other, they used it to create a unique PERi-PERi sauce that put fire in their bellies and ignited passion in their souls.
The same PERi-PERi flavour inspired Fernando Duarte to invite his friend Robbie Brozin to a humble Portuguese eatery in the heart of Rosettenville, South Africa, in 1987. After just one bite of the mouth-watering PERi-PERi marinated and basted chicken, they knew it was a taste that had to be shared, so they decided to buy the restaurant.
From day one, Fernando and Robbie had grand ambitions for their small business. The next few years passed in a blur of long hours and hot kitchens. Riding on the back of their food’s growing reputation, always flying by the seat of their pants and taking risks, they began to open more restaurants. It was in South Africa at first, but it wasn’t long before the brand moved abroad – now present on five continents, across 21 countries and with over 1,200 restaurants, more affectionately known as “Casas” – the Portuguese word for “home”.
The founders (still around today) have always wanted Nando’s to be more than just chicken and profit. Their manifesto, right from the early days, was, “have fun and then make money” – but always in the right way, giving people opportunities and positively impacting their lives.
George Kunnappally, Managing Director of Nando’s UAE, takes us on a flavour-packed ride that tells the tale of how Nando’s came to be in the UAE, its expansion, collaborations, and what the future holds for the PERi-PERi flame.
The Nando’s flame first ignited in the UAE in 2002, when franchisee Suhail Gidwani, Chairman and CEO of Nando’s UAE LLC, opened the first Casa on Sheikh Zayed Road. It didn’t take long for the people to fall in love with the addictive taste of flame-grilled PERi-PERi chicken, and before long, several more restaurants had blazed a trail across the Emirates. Nando’s employs people from 20 nationalities across the 21 restaurants, Central Support (head office) and a call centre in the UAE.
With prominent casas in major shopping centres like Dubai Mall and Mall of the Emirates, among others, communities like The Greens, Dubai Marina, Dubai Motor City, Jumeirah Village Circle and Al Zeina and high streets like Sheikh Zayed Road, Nando’s is the largest player in the premium casual dining segment in the UAE.
Although loved for its flame-grilled PERi-PERi chicken, Nando’s UAE has an icon of its own – the Chicken Espetada. But, in 2020, the brand set its sights even higher with the most iconic Espetada yet, the “Espetada a Torre” (The Tower Espetada) – a very tall helping of flame-grilled, PERi-PERi chicken thighs served on a skewer which hangs (table-side of course) from a uniquely designed stand. The perfect Instagram moment.
Menu adaptation for the UAE audience
The Nando’s menu is, and always will be, all about the flame-grilled PERi-PERi chicken, but if you want to veg out, the menu has a couple of delicious PERi-PERi Veg options, too. Entering the UAE market presented challenges, met through meticulous research adapting menus with local dishes like Hummus, Olives, Casa Fattoush, and Batata Hara with a Peri twist.
The UAE menu includes a range of must-try signature dishes such as the Espetada and Cataplana – another chicken feast for the eyes, served in a traditional Portuguese copper dish. A Nando’s twist has been added to the Burgers, Pitas and Wraps range, made with only whole chicken filets or tenders. Nando’s conquerd UAE challenges by introducing Sizzler experiences like Cabo Sosatie Sizzler and Malva Sizzler to elevate the dining adventure. And, of course, there is a selection of designer drinks and milkshakes to enjoy with your favourite Nando’s fix. If you’re in the mood for a fired-up breakfast, most of our locations serve that, too.
In 2020, after being inspired by the world’s tallest building, the Burj Khalifa, Suhail came up with the idea of the Espetada Torre. After careful design, the tower of nine grilled PERI-PERi chicken thighs has made its mark, taking Nando’s brand to new and exciting heights.
The Nando’s signature flame-grilled PERi-PERi chicken philosophy
Some people think that Nando is Portuguese. The truth is that Portuguese food is not traditionally spicy – it was the Mozambique addition of Piri Piri (known today as PERi-PERi) that gave the flavour its kick. The brand is best described as Afro-Portuguese. Nando’s African Bird’s Eye Chilli is grown under
the African sun and exported worldwide as a key ingredient in the famous PERi-PERi sauce.
Nando’s peri-peri sauce stands out with its bold fusion of African Bird’s Eye Chili, herbs, and spices, creating a uniquely flavourful and versatile condiment. To ensure unwavering quality across locations, Nando’s maintains strict ingredient standards, rigorous quality control during production, and comprehensive staff training programs, guaranteeing that customers experience the same exceptional peri-peri flavour while dining at any casa across the UAE. Consistency is not just a commitment; it’s a cornerstone of Nando’s appeal.
The celebration of cultures
Nando’s is rumoured to be the world’s largest collector of contemporary Southern African art. Their art adorns the walls in every single restaurant around the world, from Johannesburg to London, Dubai and Chicago. Nando’s supports over 275 artists, letting their creativity burn bright.
In the UAE, Nando’s has artfully blended its globally beloved peri-peri chicken with the rich tapestry of local culture. The menu, a harmonious fusion of international flair and local tastes, reflects Nando’s commitment to adapting without compromising authenticity. From incorporating Middle Eastern dishes to vegan meals to the vibrant ambience and culturally sensitive marketing, Nando’s has seamlessly woven into the fabric of the UAE’s diverse dining scene. Engaging with local communities through charity initiatives and supporting local events underscores Nando’s dedication to being more than just a restaurant—it’s a culinary companion in the UAE’s vibrant cultural landscape.
Embracing the unfamiliar
Entering the UAE market posed challenges for Nando’s, including adapting to local tastes and navigating a diverse culinary landscape. Overcoming these challenges involved meticulous market research, tailoring the menu to suit regional preferences, and creating culturally resonant marketing strategies. Establishing strong partnerships with local suppliers ensured a seamless supply chain. Fostering community engagement through charitable initiatives helped integrate Nando’s into the local fabric. By combining global brand integrity with a nuanced understanding of the UAE market, Nando’s successfully overcame challenges, becoming a beloved culinary destination in the country and region.
Collaborations and expansions
Following a highly anticipated and successful rollout in Dubai in late 2002, Nando’s opened its flagship store in Dubai Mall facing the Dubai Fountain and the Burj Khalifa in late 2019, cementing its position as a premium casual dining chain in the UAE and region. Nando’s was awarded Superbrands status for the first time in 2020 and has retained the recognition until this day.
Nando’s announced in November a collaboration with acclaimed athleisure company PUMA, with the drop of the new PUMA x Nando’s RS-Xtra Hot at select PUMA stores in the UAE and online at puma.com.
PUMA and Nando’s have reimagined the PUMA RS sneaker, launched in the ‘80s, to create the sauciest style yet. The RS-Xtra Hot combines the worlds of PUMA and Nando’s in a seamless fusion of style and flavour. The unisex Formstrip sneaker features the iconic Nando’s PERi-ometer® for added heat. The PUMA logo takes on a refined interpretation in the distinctive Nando’s font, inspired by the meticulous hand-painted signwriting of South African artist Marks Salimu, and the Nando’s signature Barci Cockerel takes centre stage adorning the shoe. The RS-Xtra Hot effortlessly intertwines PUMA’s renowned style with the dynamic spirit of Nando’s for a cross-collaboration in celebration of South Africa’s Heritage Day.
Having a strong presence already in shopping malls across the country, the team is now focused on increasing their footprint with smaller casas in emerging communities to be conveniently accessible to their diverse clientele. Another area of interest is to build casas in non-traditional sites like transportation hubs and centres of learning and excellence. This is a flame that can’t be stopped.
