Customer experience expert gives her take on how it all went wrong for the once-powerful global company that lost its brand values.
Zimbabwe-based QSR group discusses big regional expansion plans
By our News Team | 2023
Simbisa Brands expects to be operating around 1,000 outlets in Zimbabwe and other African markets within the next 18 months.
Simbisa Brands, the Zimbabwe-based quick-service restaurants group, says it plans to open 48 new outlets in the country by June next year as part of a strategy to strengthen its market share.
The company’s 13 brands include Nando’s, RocoMamas, Steers, Chicken Inn, Pizza Inn and Ocean Basket. It operates primarily in Zimbabwe, but also in Kenya, Zambia, Ghana and Mauritius.
Photo courtesy of Simbisa Brands
Speaking in Bulawayo recently at the reopening of a refurbished Nando’s restaurant in the CBD, Managing Director Warren Meares said Simbisa planned another 48 Zimbabwean outlets by mid-2024. This will bring its total in-country stores to well over 300.
Together with its restaurants in other African markets – including nearly 300 restaurants in Kenya – Simbisa expects to be operating around 1,000 outlets in total within the next 18 months.
More Nando’s store revamps are planned
“This is the very first Nando’s revamp that we are undertaking in Zimbabwe and you can be assured that there are even more in the pipeline,” Meares is quoted as saying by NewsDay newspaper when speaking at the Bulawayo reopening.
“This branch used to have 102 seats but now has 132 seats and this revamp cost about US$510 000. It’s over 25 years ago that we brought Nando’s into Zimbabwe. Zimbabwe is the second country that got Nando’s.
“As we speak now it has spread to United States of America, United Kingdom, Australia, Malaysia and Botswana.
“We have got 15 outlets so far in Zimbabwe and we will be building the third drive-through in Bulawayo.”
According to the Sunday News newspaper, the official opening was graced by various stakeholders in the city who were treated to some of the newly introduced cuisines at the renovated branch.
Trend Type, the London-based emerging markets consultancy, says Simbisa is a major fast-food player in African markets and is owned by Innscor Africa, a light manufacturer of fast- moving consumer goods operating from Harare.
Continent set to outpace projected global average and be the second-fastest-growing region after Asia, says macro-economic report.
Gathering is for the growing number of OOH entrepreneurs in Africa who are pioneering new ways to reach increasingly affluent audiences.
At least four global conglomerates have announced they are exiting the country. There are concerns that more may follow.
Youth agency discusses key marketing trends that will resonate with Generation Z consumers in an authentic and impactful way.
Two industry bodies team up to establish clear and consistent definitions and measurement guidelines for ads in Augmented Reality campaigns.
Study emphasises the impact of nostalgia on consumer behaviour, and how typography in ads and marketing material is a key influencer.
News reports say 14 infringement notices are being issued to organisations for contravening consumer-protection laws.
Brands will need to understand and tap into culture in a more nuanced and empathetic way than ever before, says Ogilvy.
This year’s conference and awards dinner takes place at Victoria Falls in May, under the theme ‘Elevate-Innovate-Thrive’.
Kalu has been with the agency since 2016 and brings a wide range of experience and professional expertise to his new role.