Nando’s Peri-Peri, the South African fast-casual chain famed for its spicy flame-grilled peri-peri chicken, is ramping up its expansion efforts across the United States. The recent appointment of Kimberly Grant as Chief Growth Officer for the U.S. marks a decisive move to capture a larger share of the competitive American dining scene. With consumer demand surging for bold, flavorful meals, Nando’s is positioning itself to meet this appetite through a combination of strategic location growth, enhanced digital ordering, and innovative menu development.

Key objectives for the upcoming year include:

• Opening over 30 new outlets in key urban centers to boost brand accessibility
• Enhancing delivery and takeout services by integrating advanced technology platforms
• Introducing fresh menu items that cater to health-conscious and adventurous diners
• Launching targeted marketing campaigns that highlight Nando’s distinctive peri-peri flavor

Bringing a wealth of experience in brand development and market scaling, Kimberly Grant is set to lead Nando’s Peri-Peri through a transformative growth phase in the U.S. Her expertise in crafting consumer-centric strategies aligns with the brand’s goal to deepen market penetration and elevate customer engagement. Grant’s leadership is expected to fuel franchise expansion and digital innovation, leveraging data-driven insights to tailor marketing and operational tactics.

Under her guidance, Nando’s will focus on:

• Localized marketing campaigns designed to connect with diverse regional audiences
• Expanding delivery and takeout options to align with evolving consumer habits
• Strengthening franchisee support to ensure sustainable growth
• Menu customization that balances authentic peri-peri flavors with American preferences

Under Grant’s leadership, Nando’s Peri-Peri is sharpening its focus on hyper-local marketing strategies to foster genuine connections with American consumers. By customizing campaigns to reflect regional tastes and cultural identities, the brand aims to create meaningful experiences that resonate deeply within communities. This includes collaborations with local artists and organizations, region-specific social media content, and participation in neighborhood events to build brand loyalty and distinctiveness.

Key components of this localized approach include:

• Community Partnerships: Engaging with local groups and creatives to co-host events and promotions
• Data-Driven Digital Campaigns: Utilizing geographic insights to tailor online advertising and interactive content
• Regionally Inspired Menu Items: Launching limited-time offerings that reflect local flavors and seasonal ingredients

To maintain momentum in the fiercely competitive fast-casual sector, Nando’s Peri-Peri must build on Kimberly Grant’s strategic vision by focusing on several critical areas. Central to this is cultivating strong brand loyalty through personalized customer experiences and a diverse menu that emphasizes both bold flavors and health-conscious options. Leveraging advanced analytics will enable the brand to fine-tune marketing efforts and enhance the overall guest journey, encouraging repeat visits and boosting lifetime customer value.

Moreover, sustainability initiatives—such as eco-friendly packaging and energy-efficient operations—will appeal to the growing segment of environmentally aware consumers, setting Nando’s apart from rivals. Operational improvements, including staff training and automation, will be essential to optimize service speed and accuracy. Expanding digital capabilities through seamless mobile ordering, loyalty programs, and strategic delivery partnerships will further capture the convenience-driven American market.