Nando’s business is about the dine in experience. During the MCO, as a dine-in focused restaurant, Nando’s suffered a dip in sales of 74% following the implementation of MCO and CMCO. It was difficult to compete with the key competitors as they have established a strong delivery presence, on top of their high marketing budgets.
Building talkability is important to create top of mind and being relevant to the audience. Nando’s is facing an uphill challenge for growth in its social share-of-voice vs those with bigger pockets in its category – all with higher number of marketing activities (e.g. product launches, festive campaigns, TikTok challenges, monthly promotions) and higher marketing budgets.
Hence, the challenge to address was to increase the brand affinity and social presence with a low budget while driving customers back to Nando’s to dine in this unprecedented pandemic situation.
The Big Idea
Research has shown that the top three things Malaysians want to do after the pandemic are to meet friends, spend time with family and dine out. Many people have missed important celebrations – whether big or small and are sad about it.
There is a way for us to relook at missed out celebrations and give them a second chance, Nando’s style.
Re-celebrate 2020 – everything you wanted to celebrate but couldn’t in 2020, we can all re-celebrate together at Nando’s.