Brands over time

Nando's
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

184 of Nando's's own blog posts, press releases and announcements, 2015 to 2016, measured sentence by sentence, 89 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other food and drink brands, and what it sounds like in its own words.

Pages measured
184
Years covered
2015–16
Archived before ChatGPT
89
Blog · press
107 · 77

01 · Homepage

One capture a year

Nando's's homepage from 2002 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026nandos.co.uk1 Jul 2026
Nando's homepage, 1 Jul 2026

Screenshot of Nando's’s homepage (nandos.co.uk) as archived by the Internet Archive on 1 Jul 2026. © Nando's or its licensors. Shown for comparison and review; not endorsed by Nando's.

Homepage

2026

“Score free food Extra Hot Takes, firing all summerwith Nando's Rewards”

Page title

Nando's UK | Home of PERi-PERi & Flame-Grilled Chicken

Open on the Internet Archive
  1. 2010Nando's, the home of Portuguese, flame-grilled PERi-PERi Chicken
  2. 2012Latest from the blog
  3. 2016Life's too shortto sleep
  4. 2017PERi-PERi Vusa has arrived!
  5. 2020PERi-PERi at your place
  6. 2026Score free food Extra Hot Takes, firing all summerwith Nando's Rewards

22 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Food avg 12.7
12.7
12.1
ChatGPT · Nov 2022
201549 pp
20162 pp
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
2022no pages
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201512.749
201612.12

Years with pages: 2015 (49), 2016 (2). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Nando's among food and drink brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    155% more than its sector

    9.0 against a sector average of 3.6; highest of 7.

  2. Contractions

    98% more than its sector

    46.8 against a sector average of 23.6; highest of 7.

  3. Em dashes

    46% more than its sector

    2.89 against a sector average of 1.97; 3rd highest of 7.

Sentence length2nd lowest of 7
Nando's 10.2
8.420.8
ContractionsHighest of 7
Nando's 46.8
8.746.8
"You"Mid-table, 4th of 7
Nando's 49%
10%63%
"We"Mid-table, 4th of 7
Nando's 45%
29%87%
QuestionsHighest of 7
Nando's 9.0
0.89.0
Long words3rd lowest of 7
Nando's 18%
16%29%
Em dashes3rd highest of 7
Nando's 2.89
0.394.05
AI-associated words3rd lowest of 7
Nando's 0.37
0.181.61
ExclamationsHighest of 7
Nando's 9.76
0.389.76
Page lengthLowest of 7
Nando's 331
3311,158

Pages measured: innocent 54 · Pret A Manger 5 · Greggs 63 · Nando's 184 · LEON 0 · wagamama 0 · itsu 129 · COOK 168 · GAIL's 15 · Deliciously Ella 133. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Nando's uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

brand109.7 vs 1.4
restaurant54.7 vs 1.8
entry51.9 vs 2.2
required50.8 vs 1.9
guide46.0 vs 2.6
feed51.1 vs 1.0
leave50.2 vs 4.2
pattern80.0 vs 0.5
opening42.1 vs 1.8
wings48.0 vs 0.7
free46.3 vs 5.4
we're34.8 vs 1.8
Nando'sSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 184 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2015Apr (archived by) · BlogArchived copy
“Our Blanchardstown restaurant (Dublin) will be inviting Dublin’s finest GAA players to take on the grills! Self-confessed PERi-PERi addicts, Bernard Brogan, Paul Flynn, Alan Brogan, Michael Darragh MacAuley and Paddy Andrews will be joining us from 6:30pm on Tuesday 4th November to serve customers their favorite Nando’s delights.”
GAA stars take over Nando’s Blanchardstown « Nando's Blog
2015May (archived by) · BlogArchived copy
“So, as we get closer to big the day Sketch is still all we can think about… what Royal wedding?!”
Bring on the fun… « Nando's Blog
202531 Mar · Blog
“Ready for some flame-grilled funny business? We’ve teamed up with Time Out to bring you the Extra Hot Comedy Club: a series of comedy shows in Nando’s restaurants across the UK. Expect 10/10 lols, legendary PERi-PERi and top-tier vibes.”
Time Out x Nando's: The Extra Hot Comedy Club
202619 Jul · Blog
“We thought it was all over. And it is. Over summer, Nando’s football fans could lock in their Hot Take (or score predictions) for the chance to win free food. The hotter the take, the hotter the Reward. And it came to an end on 19th July 2026 with an Extra Hot 177k winners.”
Score Free Food This Summer with Extra Hot Takes on Nando’s Rewards

06 · Every page

All 198 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 184 count towards the measures; the rest were not measured (4 under 150 words of text, 1 same text as an earlier page from this brand, 9 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20162 pages
201549 pages
In the overall numbers, no year133 pages
Not measured14 pages

07 · Method

How this was measured

The pages

Nando's's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.