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Spicing Up Nando’s Retail Success in Malaysia

Through a strategic partnership with DKSH, Nando’s expanded its presence across Malaysia, achieving nearly 20% sales growth and entering the East Malaysia market for the first time.

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Founded in 1987 in South Africa, Nando’s is a globally recognized brand known for its flame-grilled PERi-PERi chicken. Over the years, it has expanded beyond restaurants into the retail sector. DKSH serves as the distributor for Nando’s ready-to-eat products, including PERi-PERi sauces and Bag & Bake meal kits.

Spicing Up Nando’s Retail Success in Malaysia

Challenge

Despite its strong restaurant presence, Nando’s faced challenges in expanding its retail footprint in Malaysia’s competitive grocery market. The brand needed to penetrate new markets, secure prime shelf space, and sustain long-term growth. Additionally, Nando’s sought a go-to-market strategy for its new Honey & Soy PERi-PERi Sauce that would maximize visibility and consumer trial.

Approach

DKSH leveraged its market expertise and strong retailer relationships to facilitate key business negotiations, secure optimal shelf placements, and enhance in-store visibility. Our deep market insights and strategic partnerships enabled us to negotiate favorable listing terms with major retailers.

We also supported Nando’s expansion into East Malaysia, an untapped region for the brand. By establishing distribution channels and securing retail partnerships, DKSH helped introduce Nando’s products to a new consumer base, broadening its reach and driving sustained sales growth.

Result

Through this partnership, Nando’s achieved nearly 20% overall sales growth and successfully expanded into East Malaysia, where it previously had minimal presence. By tapping into DKSH’s extensive retail network, the brand grew its East Malaysia market share to over 4% of its total business.

By optimizing its route-to-market strategy and securing prime retail placements, Nando’s strengthened its market footprint and significantly increased consumer reach across Malaysia.

DKSH’s innovative approach and commitment to our brand have been instrumental in strengthening Nando’s market presence. They consistently drive growth while ensuring we stay true to our brand identity.

Jennifer Lee, International Business Development Manager, Nando’s
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