Nando's vs Oporto

By AdNews | 20 October 2006
HISTORY The Australian operation of Nando’s was founded in 1990 by a solicitor named Norman Picker and has since spread its spicy chicken wings to 129 stores Australia-wide with about 26 more stores to come. 4/5 Oporto’s founder, Antonio Cerqueira, opened his first Portuguese chicken restaurant in North Bondi in 1986. The fast food chain has since grown to 85 stores across Australia and the company plans to open 18 more over the next 12 months. 3/5 THE BURGERS The rather blandly named Double Breast Burger, Veggie Burger (where’s the chicken?) and Supremo Chicken Burger invoke little creative imagination. Come on Norman, you can do better. 2/5 Oporto’s famous Bondi Burger has become part of the local vernacular. Others names given to its burger line-up include the Otropo Burger, Norm Burger and Kiddo (read kids’) Burger. 4/5 AD SLOGAN Nando’s has always taken a lighter and somewhat cheeky approach to its advertising campaigns. Nando’s slogans include Take A Stand Against Bland, The Well Hung Chicken and Ruffle Some Feathers; all clever and very playful. In the 12 months to September 2006, Nando’s spent $1.16 million on main media activity, according to Nielsen Media Research. 4/5 Oporto, just gotta go!! Makes no great attempt to explain why we “just gotta go”. Oporto spent $1.62 million on main media activity in the past 12 months, slightly up on Nando’s, but down in terms of its effectiveness and cut-through. 2/5 ONLINE ACTION Nando’s has an informative and easy-to-navigate website armed with plenty of information about menu options, including “nutritional” information, a feedback page and Nando’s franchising opportunities. 5/5 Like Nando’s, Oporto’s website is easy to navigate, has plenty of information about the company’s history, employment opportunities, menu options and franchising opportunities. 5/5 AUTHENTICITY Nando’s is a Portuguese chicken shop but chooses not to adopt and include much Portuguese culture into its chain of stores. 2/5 Oporto describes itself as a “Portuguese-style” chicken shop and, in doing so, excuses itself from having to fully embrace any type of Portuguese flair. Oporto can be compared more closely to a KFC. 2/5 Nando's: 17/25 Oporto: 16/25

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