Oporto, born in Bondi but with Portuguese passion at its core, is taking its message to a whole new generation.

“Oporto is an awesome brand doing particularly well, with over seven years’ same store growth,” says CEO Samantha Bragg. “We’re looking to open a record number of stores. We’d love an extra 20+ every year on our portfolio.

“Our Bondi heritage is something to be proud of – we have 180 restaurants today. This is a great homegrown success story.”

Samantha believes Oporto’s achievements stem from its clear brand purpose. 

“We provide vibrant food experiences that people feel great about. Our food is fresher, colourful, Portuguese inspired, and consumers feel good about eating it.”

Customers feel good too about the whole Oporto vibe and dining experience. The brand’s vibrancy extends from restaurant teams to delivery. 

“The customer experience is about our culture,” says Samantha. “Oporto is playful and we love food, love to discover, and help customers discover, new food options.”

Oporto founder stars in irreverent new campaign

This spirited approach stems from Oporto’s founder, Antonio Cerqueira. His flame-grilled chicken set the standard for fast food served with heart way back in 1986.

And it’s dished up with love today, as Bondi’s favourite homegrown taste sensation links with Channel Nine’s Love Island to captivate a whole new generation of diners.

Bringing Antonio back to help tell the story in his own irreverent way is all part of the appeal of the new advertising campaign to drive engagement with Gen Z, says Samantha. 

“Oporto always had a slight rebellious streak and Antonio was the perfect rebel. The campaign is shot in a retro ’90s style which makes people sit up and pay attention. Antonio makes the chicken, and makes the ads,” she says.

The road trip-style campaign shot in Portugal channels the brand’s vivid life-loving personality as Antonio searches for new flavours.

Antonio’s throwaway line, ‘If you like chicken that tastes like chicken, come to Oporto. If you don’t like it, don’t come’, resonates with a young cohort that seeks authenticity.

Oporto Love Island campaign brings in Gen Z customers

“We’re acquiring a new generation of Oporto fanatics, and working hard with Antonio on that. What’s really important is understanding the brand and talking about it in a way that cuts through and is really relevant to that audience,” says Samantha.

“We’re a big brand in Australia and doing well, but we can’t outspend the global big brands so we have to outsmart them.”

The Oporto Love Island match with Channel 9 is proving a smart move. Samantha reveals purchase intent pre-and post-show rose 10 percentage points, confirmation the creative has hit the spot. 

“That audience likes real brands with authentic stories, and an engaging communication platform for them. We’ll be working with Antonio more to tell a lot of stories around products over the next 12 months,” she reveals.

And while the founder’s message resonates with Gen Z, he’s hit the mark with franchisees too.

Oporto reveals exciting growth strategy

“Franchisees love to see Antonio, everyone loves a founder and he’s so personable,” says Samantha. “The focus on customer service, sharing good food, and laughter is part of the brand’s DNA and Antonio brings it together.”

Attracting new consumers is expanding Oporto’s market penetration. Menu innovation is another pillar of the growth strategy and Oporto is also modernising the customer experience, integrating digital encounters. In April it launches a new website and app. The loyalty program will be a coherent part of this, with a focus on converting experiences into loyalty points.

But the brand’s strategic growth extends to accelerating new store openings too and there is an impressive pipeline of outlets across all the store formats Oporto operates – drive throughs, shop fronts and food courts.

“What’s exciting is having our food accessible for more people to enjoy,” says Samantha. “Oporto is building a network of the future – drive throughs are important but so are other formats and other venues our audience will love.

“This is exciting for franchise partners. It offers them a real ability to expand with the brand, and we can bring in new franchisees. If they love food and love service, they’re half way there!”