Nando’s

Spicing up relationships

Nando’s had enjoyed extraordinary growth over the years. But then along came those new fancy-dan fashion burger chains. So we added a bit of extra spice to the loyalty programme to get people coming in more – and reward them with more of what they really wanted. We banished the old paper loyalty card and introduced a new “clickable, lickable and unnickable” plastic one and a new app to keep track of everything.

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We discovered that while the old loyalty scheme was massively successful, it was fundamentally flawed. It told Nando’s nothing about its customers and the customer database only had a paltry 50,000 records – many without up-to-date opt-ins.

In order to start having more meaningful conversations with the peri-peri-loving customers, Nando’s needed to understand their behaviours more – and reward them.

We relaunched Nando’s card as a plastic card that customers could track on their phone. It also meant that we got new and updated customer records – and we could also see what they liked and reward them with a better, more personalised choice.

How do you like that extra spice?

Stat attack:

  • 750,000 new contactable customers in 6 months
  • 11.2% of all UK diners carry the new Nando’s card
  • More return visits than anyone else (4.82 visits per year)
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