Nando’s in Copenhagen

Abstract

This thesis investigates the potential of opening a Nando’s restaurant in Copenhagen, by analyzing the marketplace and Danish consumers. The research is confined only to focusing on Danish National inhabitants of Copenhagen, in order to focus on their choices and preferences, based on Danish values and culture.
The market place was analyzed via environmental analysis. This analysis showed that it is currently the right time to invest in the Copenhagen restaurant sector. Consumers are aware of the market development; existing local players are expanding, but have not yet earned customer loyalty. New international players are appearing in the market, which would suggest, it is also a good time for Nando’s to join. Most importantly of all, there is currently no direct competitor of the same type and scale as Nando’s in Copenhagen.
The research has however found some contradictory information. Interviews and a focus group session discovered that Copenhagen consumers do not see the value of paying for grilled chicken in restaurants, and have a much lower willingness to pay for such a product, when compared to other similar types of main courses. Moreover, the Nando’s concept was discussed, and important factors such as a lack of Peri-Peri knowledge in Copenhagen were highlighted. Nando’s concept of a partial self-service creates mixed feelings amongst the participants; some participants prefer the self-ordered and pre-paid concept, some demonstrated a great dislike for it.
At the end of the interviews and focus groups, most participants revealed a slight positive attitude towards Nando’s, despite showing a strong negative attitude earlier on. The majority of participants believe that there is space and opportunity for Nando’s to open and operate successfully in Copenhagen, although some major adjustments should be made, to better-correspond to the Danish market and tastes.