Why do some businesses thrive while others struggle to attract customers?
Bisi had always believed that great food would naturally bring people in. Growing up, she watched her mother’s small restaurant in Lagos flourish without any formal marketing. The aroma of sizzling spices and home-cooked meals filled the air, drawing in hungry customers. But now, as she wiped down the counter of her own quiet restaurant, she wondered why things weren’t the same. The food was good—everyone said so—so why wasn’t her business growing?
The answer was simple: hope isn’t a business strategy.
The Restaurant That Almost Failed—Until It Got Serious About Goals
Bisi’s struggle isn’t unique. Even some of the world’s biggest restaurant chains have faced similar challenges. Take Nando’s, for example.
Today, Nando’s is a globally recognised brand with over 1,200 locations across the world. But in the beginning, it was just a small peri-peri chicken shop in Johannesburg, South Africa. The founders, Fernando Duarte and Robert Brozin, had no restaurant experience—they simply loved the food and wanted to share it.
Passion got them started, but passion alone wasn’t enough to scale. They soon realised that great food wouldn’t guarantee success. They needed a structured plan—clear goals around revenue, customer growth, branding, and operations—to turn their small shop into an international powerhouse.
Here’s how they did it, and what small business owners like Bisi (and you) can learn from their journey.
The Five Business Goals That Helped Nando’s Grow—And How You Can Apply Them
If you want your business to thrive, you need more than just a great product. You need a plan. These five business goals helped Nando’s succeed, and they can help you too.
1. Set Revenue and Profit Goals
Many small business owners measure success based on how busy they feel, rather than actual financial performance. This is a mistake.
Instead, set a clear revenue target. If your restaurant needs £10,000 per month to break even, aim for £12,000+ to ensure profitability. Nando’s boosted profits by introducing combo meals and upsells, encouraging customers to spend more without realising it.
Bisi took a similar approach by adjusting her menu pricing and focusing on high-margin dishes. She also reduced food waste, cutting unnecessary costs and improving overall profit margins.
Action Tip: Write down how much revenue your business needs to survive and grow. Are your current prices and sales volume aligned with that target?
2. Attract and Retain More Customers
Bisi assumed that once people tasted her food, they’d keep coming back. But without a strategy, customers easily forget.
Nando’s tackled this problem by implementing loyalty programs and social media engagement to keep customers coming back. They also set clear customer acquisition targets, tracking how many new visitors each location attracted.
For Bisi, the solution was to increase visibility through social media marketing. She started posting daily behind-the-scenes cooking videos, which helped her attract 50 new customers per week. She also launched a simple referral program: “Bring a friend and get 10% off.”
Action Tip: Set a weekly target for new and returning customers. How will you actively attract them?
3. Improve Operational Efficiency
A thriving business isn’t just about selling—it’s about running efficiently. Nando’s scaled its operations by standardising kitchen workflows, training staff, and streamlining processes to ensure consistency across locations.
Bisi applied the same principle by reorganising her kitchen layout. The result? She shaved five minutes off prep time per order, allowing her to serve more customers during peak hours. She also trained her team to handle orders faster, improving overall efficiency.
Action Tip: Identify one area in your business where time or resources are wasted. Find a way to fix it this week.
4. Strengthen Branding and Marketing
Nando’s isn’t just a restaurant—it’s a brand. From its Afro-Portuguese decor to its playful advertising, everything about Nando’s is instantly recognisable.
Bisi realised that her competitive edge was her authentic Nigerian flavours. Instead of blending in with other local restaurants, she leaned into her heritage. She started hosting weekly Nigerian cooking classes, which not only attracted new customers but also positioned her as an expert in her niche.
Action Tip: What makes your business unique? Highlight it in every aspect of your branding and marketing.
5. Invest in Personal Growth
No matter how good your product is, your business can only grow as much as you do. The founders of Nando’s regularly attended industry events, studied competitors, and improved their leadership skills to stay ahead.
Bisi committed to her own growth by joining a mastermind group, reading one business book per quarter, and attending workshops on restaurant management. The more she learned, the more confident she became in running her business.
Action Tip: Choose one skill you need to improve and take action on it this month.
From Passion to Progress: What Happened Next?
Once Bisi started setting clear goals, everything changed.
Her revenue increased by 15% in just three months.
Customer retention went up by 30%.
Most importantly, she no longer felt like she was blindly hoping for success—she was actively creating it
With structured goals in place, Bisi’s restaurant transformed from a struggling business into a thriving one. She no longer relied on hope; she had a clear roadmap to growth.
What About Your Business?
Like Nando’s, like Bisi—you need more than passion to succeed. Whether you run a restaurant, an online store, or a consulting business, the same principles apply.
- Set clear revenue targets—know your numbers.
- Actively attract and retain customers—don’t wait for them to come.
- Streamline operations—efficiency drives profits.
- Strengthen your brand—make your business unforgettable.
- Invest in personal growth—because a better you leads to a better business.
Success isn’t a mystery. It’s a series of intentional steps.
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