Nandos 2013

Chloe Hannant, James Bayani,

Laila Urazova, Patrick Townsend,
Thomas Rickhuss

Who are we?

Chloe Creative Director
Pat Research and Development
James Market Analyst
Laila Consumer Innovation
Tom Account Planner

WHAT WE WILL BE
COVERING TODAY

Research
Situation
analysis
Primary
Secondary
Consumer
insight

Insight
Development

Brand
Positioning

Research
analysis
Psychographic
analysis
Consumer
personality

Brand Key
Functional +
emotional
benefits
Reasons to
believe
Discriminator
Brand essence

Creative
Brief
Roll of
communication
Proposition
Desired
response
Brand
perception
Considerations

The
Campaign

Campaign
Evaluation

The BIG idea

Year long
campaign
Firework
campaign

Pre and Post

evaluation
Evaluation
methods
Evaluation
tools

Why it will
work

MARKET
ANALYSIS

Restaurant Market has been

on the rise
30,000
29,000

Millions (s)

28,000
27,000
26,000
25,000
24,000
23,000
2007
(Keynote 2012)

2008

2009

2010

2011

2012

2013

2014

2015

Breaking down the Market

Quick Service

Nandos

Casual Dining
Pub Restaurants

Market Share by value

34%

Casual Dining

44%
Pub
Restaurants
Quick Service
22%

(Keynote 2012)

Market Sector
16,000

Millions (s)

14,000
12,000

Quick Service

10,000

Future
Casual Dining

8,000

Future2

6,000

Pub Restaurants

4,000

Future3

2,000
0
2007
(Keynote 2012)

2009

2011

2013

2015

Things are
looking
awesome

PRIMARY
RESEARCH

Why are occasionals only

occasional?
what would increase their
favourability towards the brand?
What would increase the
number of visits to Nandos?

Aims & Objectives

To expose Occasionals general restaurant
habits, including visits to competitor
restaurants

To understand why Occasionals only visit

Nandos once or twice a year

To discover what Occasionals like & dislike

about the brand

To discover what Occasionals like & dislike

about the Nandos experience

To uncover what would stimulate Occasionals

to visit Nandos more than once or twice a year

HOW WE CONDUCTED
OUR RESEARCH

Quantitative Research

Methodology
Survey
Research

Questionnaire
Broad Data

Sample Method
Self
selected
sampling

In the Last 12 months, how many times

have you visited a restaurant?

Have you Visited Nandos in the

last 12 Months?

Value Expectancy Model

Very Important
Taste

Quite Important Not important

Range
Healthy food

Eating with
friends
Eating with
partner
Volume of food
Quality
Ingredients
Friendly staff
Eating with
family

The top performers

1) Wagamama
2=) Giraffe & Local
3) La Tasca
4) Nandos
5=) Pizza Hut & KFC

Nandos Vs the Local

Nandos

Local Restaurant

Taste
Eating with family

Taste
Range

Friendly staff

Eating with family

Eating with friends

Quality of ingredients

Volume of food

Eating with a partner

Healthy food

Range

Friendly staff

Quality of ingredients
Volume of food

Eating with friends

Eating with a partner

Healthy food

Qualitative Research
Methodology
Ethnography
Method
In-depth
Interview
Sample Method
Judgement
Sampling

Key Points
Restaurants are, in general, a memorable
experience
Peoples choice of restaurant depends greatly
on its locality, atmosphere, food
quality/taste
Occasions for when people dine out usually
always have a social element the influencer

SECONDARY
RESEARCH

Reasons For Eating out

51% Special Occasion

36% Meet up with friends
34% Part of a day out
(Mintel 2011)

Attitudes towards eating

out

62% Look for quality

43% Would splash out
36%

Restaurant choice is effected by

money off vouchers

(Mintel 2011)

THE TARGET
AUDIENCE

The occasional
Likely to visit due to influence
Clear understanding of the Nandos brand
Enjoy the experience
Enjoy being with friends

Geo-demographic
Aged 18 34
Students or young professionals
National but city dwelling

CONSUMER

PERI-SONALITY

A day in the life of JON

CONSUMER
INSIGHT

Insight

I enjoy sharing a local restaurant experience with my

friends

Research Theme
Respondents enjoy a familiar environment when eating out

Data
78% of respondents have visited local restaurant
in last 12 months

BRAND
POSITIONING

COMPETITIVE
ENVIRONMENT

Quick service restaurant

Relaxed
Social
Competitors are offering discounts

FUNCTIONAL + EMOTIONAL
BENEFITS

 Taste

Feeling cared for

Volume of food

Satisfaction

Friendly Staff

Warm

Good Company

Social extension

Quality

Guilt removal

Speed of Service

Stress relieving

WHO IS

REASONS TO BELIEVE

DISCRIMINATOR

BRAND ESSENCE

COMMUNICATION
OBJECTIVES

CREATIVE BRIEF

Role of Communications
Change brand perception to your local Portuguese and
push a strong sociable aspect.
Continue to engage current fans of the brand.

The Target Audience

This guy

Consumer insight

I enjoy sharing a local restaurant experience with

my friends.

The Proposition Characteristics

Nandos can provide you & your friends with a

sociable, local-feeling experience

The specific response we want to elicit

More footfall from Occasionals

Generate competitive/ team spirit amongst
current customers and entice future ones.

Brand Personality
Sight Orange/Red fiery colours,
Smell Spices, Peri,
Sound Busy Portuguese town,
Touch Sticky fingers,
Taste Spices dancing on your tongue

Executional Considerations
A year-long always on approach. Use #findyourself
Firework during Easter half-term: Traditional
media & digital media (intelligent social media)
integration.
Nandos-esque (risqu) / standardised Nandos logo
& font delivery / geographically relevant.

REMEMBER
Nandos is Cool

THE

BIG IDEA

POSTER CAMPAIGN

Platform - Bus shelters

Strategy - Within a 10 mile radius of Nandos

restaurants nationwide.

Explanation - Majority of customers use the

bus to travel to their locally-run restaurants.

TAKE A LOOK

#FIGHTFORYOURSPICE

Platform Social media, Online, Television

Strategy - Variety of platforms that centre

around a twitter campaign/competition.

Explanation High Reach, Multiple platforms

keeps it engaging, Gamification, Targets

Influencers

Gantt Chart

TAKE A LOOK

EVALUATING THE
CAMPAIGN

POSTER

Evaluation
Using social media analytics
Conduct focus groups to gauge brand
perception
Field research to see if people are viewing
them

FIREWORK

Firework
Social media analytics
Website analytics
Shares, likes and views on the video
TV advert

THANK YOU