Why is a Nando's ‘cheeky’?

There are various explanations for the origins of the British phrase ‘Going for a cheeky Nando’s’. Usually it dates back to someone on social media sometime in 2011 posting he was ‘going for a cheeky Nando’s with the lads’.

But there’s no explanation as to why it’s cheeky. My theory is it’s because they charge over £10 for a small piece of dry, burnt chicken and coat it in a hot sauce to disguise the fact that it’s completely tasteless. Combined with chips and coleslaw, you’re not looking at much change out of £20, for what is essentially the same as the chicken and chips you get at Chicken Cottage for less than £5. Great marketing, Nando’s. But pretty cheeky.

Previously on Barnfllakes:
Pet hates #3729: Nando's