Nando's UK PERi Perks Brand Summary Nando's PERi Perks loyalty programme encourages Website: Nandos.co.uk Founded: 1992 customer to order either for restaurant dining to delivery through deliveroo. Earning 10 points per £7 HQ: London, U.K Industry: Quick Service spent in UK restaurants, it then incorporates a tier Restaurant based system with green, orange and red tier Size: 10000+ rewards split into 3 segments for each reward Company: Private segment (Nando's, About Us, 2022). Revenue: $500 million+ Loyalty Scheme Aim - Introduce first NFC-enabled mobile loyalty card in the UK. Create a new digital channel for both customer acquisition and engagement. Design and build an end-to-end digital loyalty experience validated for customer desirability and business viability. Build a bespoke tech infrastructure to enable the loyalty scheme across the Nando’s digital ecosystem (Foreman, 2021). Mission - Our main aim is to simply create memorable experiences for everyone who has a bit (or a lot) of Nando’s in their life – our customers, communities, founders and suppliers. Value - Nando's value as a brand sits as a quick restaurant service breaking into restaurant service, meaning it can stand with companies such as McDonald's while mostly competing with Wagamamas or TGI Fridays (Entry Strategy, 2014). This is due to Nando's target market being generation Y 18-30 overlapping with generation X leaning towards middle class audiences (Myers MBA, 2020). Meaning their consumers find value in the affordable restaurant experience Nando's offers towards this generation. Benefits - Green Reward: 3 Chilli Points - 1/4 Chicken or any Fire Starter Orange Reward: 6 Chilli Points - 1/2 Chicken or any single wrap/burger/pitta Red Reward: 10 Chilli Points - Whole Chicken or any single combo meal, up to 2 regular sides Competitor - Nando's are a potential competitor to McDonalds, as they both operate in the quick service restaurant industry. Though Nando's while offering delivery services, emphasises more on the dining experience a restaurant offers. They offer higher price point products with a promise of a chargrill food experience, which McDonalds does not offer. Communication Channels - Mobile, Web, Social Media, Spotify & Email Nando's use channels such as youtube to explore the Nando's culture, while using celebrities such as Maya Jama and Allan 'Seapa' Mustafa to draw their target audience into engaging with the brand. Emphasis is seemingly placed more on the web platform than the in-app experience. Platforms - Apple & Android Consumer Experience, Innovation & Limitations Nando's on the ion the consumer experience front were leaders in innovation for digital consumer loyalty programmes with their app. The same innovation is applied for restaurant orders as customers are encouraged to order through the app, limiting friction between employee and consumer interactions. Though the Nando's UK app has few innovations in maintaining consumer engagement whether it is through gamification or user specific recommendations. 2022 MMR Competitor Analysis 08