Nando’s ramps up marketing spend to fuel expansion drive

Nando’s is ramping up marketing in the UK to take its youthful positioning, which has inspired cult-like devotion among its customers, to the wider casual dining market.

NandosSelfie-Campaign-2014_460
Early output from the marketing drive, can be seen in ads for the Wing Roulette dish.

The restaurant chain has built its offbeat reputation over the past 10 years through a mix of irreverent PR and social media efforts that have progressively centered on young Britons. The strategy has propelled Nando’s to become one of the leading players in the fast casual dining market, however, more traditional marketing channels will now be used to support its growing presence across the UK, where it now boasts 280 stores.

Nando’s is putting more media weight behind the brand to support is expansion by pairing existing digital efforts with new outdoor and print work. Activity will balance the brand’s quirky tone of voice and its menu with it hoping to capture the sociable energy of what it is like to eat at a Nando’s outlet.

Activity will eschew fast food advertising techniques such as price promotions to ensure its own advertising does not betray the dining experience. To this end, upcoming campaigns will take inspiration from what fans are discussing online to push the brand in a more emotional way.

Andrew Rayner, Nando’s marketing director at Nando’s, told Marketing Week its marketing plans frame an “exciting year” for the brand.

He adds: “We want to celebrate our launches with as many people as possible and have increased our marketing activity to reflect this. We are not moving away from PR and Social activity, as communicating directly with our fans remains at the heart of what we do, but we are exploring other channels.”

Early output from the strategy is shown in this month’s “Wing Roulette” campaign. Nando’s is running print, online and cinema ads for the first time to promote its platter of spicy chicken. Ads, created by 18 Feet and Rising, encourage people to share “finger selfies” on social media, playing on the finger licking habits of diners eating the spicy wings. The outdoor ads are localised to target cinema goers and future campaigns will continue in the same vein.

The investment is further proof the brand is looking to translate strong buzz into increased footfall after revamping its loyalty scheme, in partnership with Kitcatt Nohr Digitas , last year. It replaced its paper-card system with an online programme in order to cultivate more data-driven campaigns and move into new areas. Nando’s is still assessing how best to apply the loyalty data and wants to ensure it has strong foundations in place before moving forward.

The restaurant faces stiff competition from rivals such as Gourmet Burger Kitchen and Wagamama as well from the likes McDonald’s and KFC, who are keen to win back younger diners. 

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here