When food goes international
Many of us have a favourite restaurant that we love to treat ourselves to when we’re out and about. We learn early on to associate these eateries with full bellies and enjoyable experiences and for successful chains their popularity can spread internationally. Take ‘Nando’s’ as an example; since the first restaurant was opened in 1987 in Johannesberg, an international love for its juicy peri peri chicken was sparked enabling it open premises in 30 different countries including the UK who’s citizens have fallen head-over-heels in love with the chain.
But is Nando’s in the UK the same as that in South Africa, do the restaurants look the same, does the chicken taste the same? After all surely a restaurant can’t conquer so many different countries all with differing cultures and palates, or can it? Well they certainly didn’t do it without any help of marketing experts, and they soon realised that they would have to tailor their brand image to suite different countries. In the UK they have managed to harness the influence of social media to enlist a loyal following of chicken lovers who are only too happy to promote the chain by word of mouth.
New flavours have been added to the menu and halal meat is used in a number of restaurants in order to cater for Muslims. So it may taste different from country to country but we can all agree that that difference can only be a good thing.