The Pedros challenge has taken South Africa by storm. And what is it, you ask? It is a test of the country’s loyalty to their favourite chicken franchises. Pedros has grabbed national attention by firing shots at its competitors and citizens are loving it. In a recent funny yet controversial ad, Pedros has taken jabs and made claims that its price and taste are better than South Africa’s most popular chicken restaurants.
Pedros’ mission statement on its website says:
“We’re here to disrupt the fast-food market and we’re finding the right flock to grow our brand. With more tasto for less peso, you’re certainly going to – Taste the Difference.”
Pedros
The Best Affordable Restaurant in Gauteng.
Pedros is Making Itself Known and Getting the Country Talking
In the advertisement, it is very clear which rivals the restaurant is referring to. They are nicknamed “Greasy Fried Chicken” and “Overpriced Chicken.” The food chain says its chicken is ‘delicious and affordable,’ ‘fresh and not frozen’ and ‘much healthier than fried.’ These statements have South Africans across the country asking each other, who indeed is better?
This type of marketing is not new to the franchise. Just last year, the food chain released similar provocative adverts where its chicken is being compared to a similar brand, Nandos:
This time around, they came out with their guns blazing!
The answer to the question sparked by the brand has many South Africans divided. The conversation about who wins the chicken wars is all over social media. But there must be something to the eatery’s claims because its footprint is growing. In just five years, the franchise has exploded. It opened its 120th store this week and patrons are asking for more restaurants in their locations.
It is obvious that Pedros fans agree that their chicken is reasonably priced and tasty.
This is how the restaurant chain describes itself:
“At Pedros, we believe that ‘local is lekker!’ and source all of our products from SA partners and producers. However, our vision, inspiration, and strategy is global. When you eat at Pedros, you get a premium chicken experience, excellent service, and unbeatable value for money…”
“We appeal to young professionals and families looking for a healthy, quick, wholesome meal and great value for money. The majority of our stores target lower middle-class to upper middle-class people (LSM 3 – 8), with many stores located in malls. However, our product is enjoyed by all! We’re currently SA’s fastest-growing fast-food chain as we expand our market share to include people from all walks of life. One day, there will be a Pedros in every town in SA and beyond.”
We look forward to seeing the brand live up to its promises and remain top of mind for South Africans as it continues to entertain through its humour and serve fresh and nutritious food.