The formula for marketer satisfaction at Nando’s is a combination of company culture, social purpose and working environment.
The fast-casual Afro-Portuguese restaurant chain bases its philosophy on encouraging employees, affectionately known as ‘Nandocas’, to be the best they can be and never fit the mould.
The company takes a caring approach to its staff, focused on helping them find a balance between their home and work life.
All marketing staff, from head office to regional teams, are encouraged to spend time working in restaurants to gain a deeper understanding of the customers.
Ranking highly with marketers, Nando’s benefits includes free lunchtime meals and discounts on food, as well as eye tests, healthcare, season ticket loans for travel and a cycle-to-work scheme.
From a consumer perspective, the brand continues to go from strength to strength. In February, Nando’s was named 8th in the 2017 UK Brand Simplicity Index produced by Siegel+Gale, based on the simplicity and transparency of the offer.
The brand message is something the chain continues to refine. Last September, Nando’s announced it was refocusing on a more editorially-led strategy, with particular emphasis on programmatic, social and content.
Nando’s drew on its South African heritage in January 2016 when it embarked on its first brand identity shake up for a decade. Designed to be “fresh and bold”, the new-look logo was created in collaboration with local artists and featured oversized graphics and pictograms.
- Main location(s): Putney (London), Manchester, field-based
- Number of marketers: 40-49
- Marketing vacancies last year: 16
- A good employer for: Company culture, social purpose, colleagues