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HOME-GROWN HEROES Eyes on a wider horizon… All across the continent, Left: A Nando’s outlet in the US. Part of the businesses are lifting their brand’s popularity is its rejection of the ‘standard’ approach to restaurant design. Above: Kenya sights to focus on wider Airways has embarked on an expansion strategy that will see it operating on six continents horizons than their home markets. Strategic Marketing Africa looks at some of them. “Suddenly clients are putting together product plans for Africa and, NCREASINGLY, PRODUCTS AND where our clients are, we must be,” services that started in African explained Schwartz in a recent interview I countries are finding markets further with marketing website Bizcommunity. afield – whether in fellow African nations While driven by client demands, or elsewhere. Perhaps it’s the advent Y&R’s growth into the continent will of the ‘global village’, the realisation of be facilitated by increasing in-house the continent’s improving growth resources. Schwartz revealed a focus potential, or a new-found confidence on knowledge transfer, continuous that we can, indeed, compete on the training, computer systems and international stage. IT support, with the goal of creating Quick service restaurant Nando’s – a network that “shares guidelines, founded by South Africans of Portuguese structure, format, philosophy, soul, extraction – stands as one of the greatest management depth and commitment success stories in this regard and now to development and growth”. It was operates around 1 000 restaurants in the failure to implement these various 30 countries worldwide. There’s also the Nando’s mythology, takeaway model to one focusing on over-form fast-food outlet, and is more components that has, in the past, The qualities that have catapulted popular possibly because of its underdog mixed service – partly takeaway and partly properly categorised as ‘fast casual dining’. Nando’s is prevented the African network from Nando’s from a stand-alone shop to a appeal. Founders Robert Brozin and sit-down. Mweb Entrepreneur credits this Clever, edgy and frequently outright a great African operating as a cohesive whole. globally recognised franchise chain are Fernando Duarte purchased Chickenland change as being fundamental to controversial advertising has played an success story To avoid repeating this mistake, basic: the distinctive peri-peri (chillies and in 1987 and transformed it from a modest the brand’s success in the UK, explaining important role in building the brand’s Schwartz is being careful to create sauces)-based product remains the hero flame-grilled chicken takeaway outlet in that, while waiters serve the meals, profile. Unafraid to take risks, Nando’s an agency that is relevant and able of this story. But, as a recent article on the Johannesburg’s working-class southern customers themselves are responsible campaigns have regularly caused an to respond to current marketing Mweb Entrepreneur website points out, suburbs to a chain within just two years. for helping themselves to cutlery and outcry – and just as frequently gone viral challenges. With this in mind, Y&R’s it’s backed by other qualities too, among International expansion took place other items. “All this moving about helps and become sought-after consumer country’s borders when it created an classical advertising offering will be them a “friendly atmosphere, both for reasonably swiftly: a branch in Portugal to create a fluid, busy atmosphere and an entertainment, something that is arguably African campaign for FMCG company augmented by a digital arm provided workers and clientele… Customers know had been established by 1989 and, by environment in which customers enjoy the Holy Grail of advertising and marketing. Colgate. Now local Chairman Yossi by Native VML, which specialises what they’re getting, which is quick [and] 1992, Nando’s had opened two outlets spending time,” it suggests. Schwartz is spearheading a drive to in digital marketing. friendly service, clean surfaces, big tables in London. Another element that has boosted the Creating a network establish 10 new Y&R agencies in His plans are thus: Y&R’s Kenya you can spread out over, unique art on the These marked a turning point for the brand’s popularity is its rejection of the On the topic of advertising … ad agency various parts of the continent by 2015. agency opened its doors in October and wall and a different architectural style in brand; primarily because early challenges ‘standard’ approach to restaurant design. Y&R South Africa first honed its skill This will be in addition to 10 that are Schwartz’s vision is to see this branch each restaurant.” led to the restaurant swapping its As a result, Nando’s isn’t a typical function- in helping brands take root beyond the already entrenched. become the hub for East Africa, while 26 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 27