Nando’s to serve up mobile ordering service

Nando’s is to launch a service that will allow customers to order and pay from their smartphones as part of a wider marketing drive to broaden its reach in the UK.

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The restaurant will let customers order food from its mobile app next month.

The click-and-collect service launches next month following trials at 14 restaurants nationwide earlier this year. Users can purchase anything from the menu at their nearest restaurant as well as set the time they wish to collect their order. Directions are provided as well as options to phone-up the restaurant and check opening times.

It is currently being promoted in-store but outdoor and social media ads are likely to follow in light of Nando’s plans to put more media weight behind the brand moving forward. The restaurant hopes a bigger a profile will support its growing presence across the UK, where it now boasts 280 stores.

Nando’s could pip KFC to mobile ordering after the fried chicken maker began testing the feature last year. It has not emerged from the trial phase yet but the brand has said upcoming digital innovations will be guided by its more “emotional” approach to advertising. Elsewhere, McDonald’s has also been testing a click-and-collect app in the US where it is under pressure to win back younger consumers who have turned to brands such as Subway and Chipotle.

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