The enticing smell of Pedros Chicken might hit you the moment you walk into a store, but the heart and culture of the brand is quietly grilled behind the scenes, headed up by its people chief Naeem Timol.
According to Pedros Chicken’s group HR executive, Naeem Timol, leadership, trust and the way people are treated every day are what keep the brand alive. His goal is to make sure none of that gets lost in the sauce.
With over 200 stores, the culture he safeguards is as spicy and authentic as the menu itself. As Pedros grows, Naeem’s focus is making sure the culture that sparked the first store survives the next.
“Pedros’ culture is bold, fast-paced, unapologetic, and deeply people-driven. It’s high-energy, but it’s also incredibly loyal. People grow here. They’re trusted, given responsibility and are encouraged to step up. What makes it uniquely Pedros is that it’s not manufactured, it’s real. It’s built on opportunity, accountability and a strong sense of belonging. There’s grit, humour, ambition and the understanding that everyone contributes and grows with the business,” he says.
“Consistency doesn’t come from posters or slogans, it comes from leaders. As we scale, our focus is on leadership capability, clearly communicated standards and simple, repeatable people processes. We focus on improving onboarding processes, leadership training and alignment. HR works closely with operations to ensure that values show up in how stores are run, how people are managed and how performance is measured. Our Pedros culture is protected by clarity and consistency.”
Roots that still season the work
That instinct to protect culture didn’t appear overnight. It was shaped in the rolling hills and close-knit communities of growing up in KwaZulu-Natal, where respect, responsibility and integrity were a way of life for Naeem.
“My parents and elder siblings have always been my greatest influences. Watching them navigate challenges with integrity and humility shaped me and how I view leadership today. Those early experiences taught me that character is what matters, that people are shaped by how they’re treated and that success means very little if you lose your values along the way,” Naeem reflects.
Deeply reflective by nature, Naeem admits that he thinks a lot about leadership, impact and legacy, probably more than people realise.
“The experiences that had the most impact on my leadership journey are the ones where things didn’t go as planned,” he shares. “Working in high-pressure, operational environments taught me that people don’t experience policy, they experience leaders. I learnt that trust is built through consistency, that fairness matters more than popularity and that psychological safety is not a buzzword but rather a prerequisite for performance. I try my best to lead with clarity and empathy, but also with high expectations. I believe deeply that people rise to the standard you set, not the intention you communicate.”
The belief that people don’t experience policy, they experience leaders, is what Naeem brought to Pedros. That mindset now anchors HR at Pedros and has fuelled a tangible shift that serves as a point of immense pride for him.
“Something that I’m most proud of at Pedros is how I’ve helped reposition HR from a support function to a business enabler. We’ve moved HR into decision-making, using data, workforce planning and talent analytics to support growth, rather than reacting to it. HR at Pedros is no longer simply about fixing issues, it’s about building capability. HR partners and has a strong presence in operations. Expansion is exciting but difficult work, and our focus is on providing support to ensure that this growth is sustainable,” he says.
“HR at Pedros is evolving into a strategic partner and growth engine,” Naeem continues. “As we scale, HR must have a measurable impact on business performance, driving both talent development and organisational effectiveness. Our focus is on attracting, retaining and developing the best people, while fostering a culture of engagement, accountability and innovation. By aligning people strategies with business goals, HR will not only support growth but actively enable it, ensuring that Pedros remains agile, competitive and future-ready.”
Nailing the basics
Even with the pace of Pedros’ growth, balance remains non-negotiable for Naeem. He prioritises time with his family, who keep him grounded. Staying consistent with being active matters too. Playing sport, he says, helps quiet a busy mind and reset his focus.
Just as the brand is also known for consistency on the grill, Naeem notes that the same consistency is also required in the QSR Industry when working at improving retention.
“We want our people to stay, to grow with us as the business grows,” he states. “So, we focus on creating clearer progression paths, recognising long service, investing in training and ensuring managers are equipped to lead people properly. People stay where they feel seen, developed and treated fairly and so we focus on those fundamentals.”
While Pedros continues to fill the air with the smell of flame-grilled chicken, challenges are also part of the menu. By staying grounded in his KZN roots and calm nature, Naeem is ensuring that the flame at Pedros continues to burn throughout the challenges.
“One of my most defining challenges has been navigating complex people decisions where there is no perfect outcome, only a less harmful one,” he admits. “Those moments taught me that leadership is lonely at times, and that doing the right thing doesn’t always feel good in the moment. But clarity, fairness and integrity always stand the test of time.”
“My guiding principle is to be fair, be clear and be human. Empathy without clarity creates confusion, while clarity without humanity creates fear. You need both.”
Interestingly, the Pedros HR boss who began his career in law has always found himself drawn to the human side of organisational risk, the part that contracts and compliance alone could not resolve.
“My journey into HR wasn’t linear or planned and I think that’s shaped the kind of HR leader I’ve become. Starting in law, and early on I was exposed to the very real human impact of decisions made by leadership, policies written on paper – and leaders who either understood people or didn’t. What drew me into HR was the realisation that the most complex risks in any business are not legal or financial, they’re human. They involve conflict, trust, fairness, accountability and culture. I discovered that HR sat at the intersection of all of these,” he notes.
“Key learning moments came early in my career from being in difficult conversations through dismissals, restructuring disputes and seeing firstihand that the way you handle people in their hardest moments defines your organisation far more than the way you handle success. Those moments taught me that HR is not about being ‘nice’ or ‘soft’, it’s about being principled, consistent and human.”
When asked why the customers keep flocking to the brand, Naeem points to the same principles he applies to his team and an irresistible cult-favourite menu item.
“Pedros delivers consistency, flavour, great value and personality. We know what our customers want and that’s what we give them. There’s authenticity in how the brand shows up and people really connect with that,” he says.
“Our Flame Grilled Chicken is the real hero. It’s fresh, deliciously spiced and grilled to perfection. Sometimes, doing the basics exceptionally well is what sets you apart.”
