Nando’s, the South African-born flame-grilled peri-peri chicken chain, is swooping into SoHo for a three-week pop-up that is clearly not aiming for subtle. The temporary takeover opens Saturday, June 27 at 341 Broome Street and runs through July 11, with promises of free PERi-PERi, watch parties, live music and a rotating slate of local collaborations.
As first reported by New York Post, the opening-day event is set for June 27 from 12 p.m. to 3 p.m., with food service planned on select Fridays and weekends during the three-week run. According to the Post, access to the activation and PERi-PERi servings will be free on many program days, while some evening shows may require tickets.
Event listings lay out a busy schedule. The pop-up is set to kick off with a UK-meets-NY watch party featuring rapper Aitch and streamer Max Khadar on opening day, followed by a Nia Archives takeover on July 2, and an NTS-curated night with A$AP NAST and PDP Soundsystem on July 9. From July 4 to 11, Nando’s is also teaming up with Utopia Bagels on a limited PERi-PERi bagel, and organizers say ticket drops and schedule changes will roll out on the brand’s Instagram. (NYC for Free)
What Is Nando's?
Nando’s traces its story back to Johannesburg and built its name on PERi-PERi, a Portuguese-African spice blend made from the African Bird’s Eye chilli that the chain uses to baste its flame-grilled chicken. The company’s own "Our Story" page highlights the brand’s South African origin and its long-running ties to Afro-Luso music and art. (Nando's)
SoHo's Summer Pop-Up Moment
SoHo has turned into a kind of testing lab for international food and retail activations this year, and Nando’s short-run takeover lands squarely in that wave of experiential, limited-time events in the neighborhood. Time Out has been tracking the city’s pop-up scene and notes that these splashy one-offs have become both marketing tools and low-commitment market tests for brands. (Time Out)
Most daytime programming, along with the PERi-PERi helpings, is expected to be free, although capacity is limited and some nighttime performances may be ticketed. Organizers recommend keeping an eye on Nando’s UK social channels for updates and ticket drops. (New York Post)
