Nando’s tops the eating-out popularity stakes

Figures from the BrandTrack survey of 5,000 GB consumers carried out in May showed that when researchers asked consumers to choose from a list of 15 leading pub and casual dining brands* which would be their first choice to eat at, if all were available in the same location, Nando’s came out on top, just edging out Wetherspoon.

Overall, 10.8% chose Nando’s, with 10.4% picking Wetherspoon’s. Next came Pizza Hut (8.4%), Harvester (8.0%) and Frankie & Benny’s (7.9%).

In London, Nando’s is overwhelmingly the preferred brand (with 17.7% putting it first), as it is among the under 35s, and particularly students. Among 18-24s, 18.8% would choose it first, alongside 15.6% of 24-35s.

Growing customer-base
Nando’s is a chain that is also gaining both public awareness and new customers, according to the same BrandTrack research – moving it up the “most used brand” league table. For the first time more people say they eat at the brand than PizzaExpress.

In all, 26.4% of adults used Nando’s at least once in the previous six months, compared to 26.0% using PizzaExpress and 24.9% using Frankie & Benny’s. In the mainstream informal eating-out market, that puts Nando’s fourth in terms of the size of its customer-base behind only Wetherspoon’s (with 43.4% using it to eat-out), Pizza Hut (40.6%) and Harvester (29.1%).

National awareness
Nando’s has also seen the biggest improvement in prompted awareness by consumers among the leading brands, moving from 74% last November to 79% now. This is driven by increases among its non-core market (ie not the young or Londoners). It’s becoming a brand with genuine national scale for consumers. The biggest movements are among the 55+ age groups and those outside the capital – awareness is now over 70% in every single region of the country.

Nando’s is beginning to achieve that virtuous circle of scale and preference, and as today’s under 35s age, they will likely take that brand preference with them, thereby securing the brand’s strength into the future. Its mass market appeal means it is a real competitor for all would-be casual dining market leaders.

Nando’s is also the brand that is doing most to keep a strong base among young customers – while other competitors’ customer bases begin to age.

If the following brands were available in the same location, which would be your first choice to eat at? (out of a list of 15 – the top 10)
(ranked by % of adults choosing each brand)
1.    Nandos 10.8%
2.    Wetherspoons 10.4%
3.    Pizza Hut 8.4%
4.    Harvester 8.0%
5.    Frankie & Benny’s 7.9%
6.    Pizza Express 7.3%
7.    TGI Fridays 6.1%
8.    Bella Italia 4.7%
9.    Toby 4.6%
10.    Café Rouge 4.1%
Don't know 12.5%
None of these 4.1%
Source: Peach BrandTrack, May 2012 (sample 5,000 GB adults)

* the sample of 15 leading brands included: Wetherspoons, Pizza Hut, Harvester, Pizza Express, Nando’s, Frankie & Benny’s, Brewers Fayre, Toby, Beefeater, Café Rouge, TGI Fridays, Bella Italia, Hungry Horse, Sizzling Pubs and Fayre & Square

Britain’s top six pub and restaurant brands
(ranked by % of adults eating at in last six months)
1.    Wetherspoons 43%
2.    Pizza Hut 41%
3.    Harvester 29%
4.    Nando’s 26%
5.    Pizza Express 26%
6.    Frankie & Benny's 25%
Source: Peach BrandTrack, May 2012 (sample 5,000 GB adults)


About Peach BrandTrack
The Peach BrandTrack survey researches 5,000 GB consumers twice a year. The latest round was conducted online in May 2012. It tracks both general consumer eating-out habits, as well as the performance of the leading 50 eating-out brands across pubs, restaurants, fast-food, coffee and sandwich stores. It provides benchmarking data and tracks competitor sets. For more information about the survey, contact Peter Martin on 01704 550383 or at peter@peach-report.com.