Dining Cult Rising
How Nando's Cultured Celebrity Endorsement and Subliminal Resonant Enforcement into a winning marketing strategy
The Concept: Fast Casual Dining
The Cuisine: Market-esq flavoursome fresh
The Demand: Greater than Capacity
The Funny Thing: QUEUEING FOR FAST CASUAL
The Secret: Cultured Celebrity Endorsement and Subliminal Resonant Enforcement
But How Does This Business Model Work?
Of course I write about the food culture phenomenon of fast casual dining and you would be correct in thinking that you aren't to read this post without the mention of a certain poultry establishment where upon it rains a spectrum of spices.
Where to start?
How about daddy of the brands / mother to the cult rising
NANDO'S
20 years on the high street & Nando's has shaped dutifully a culture in gastronomy of flavoursome simplicity.
The concept: chicken + revolutionary sauce + celebrity ambassadors + self-service
The customer: Singles, couples, families, young, old, ABCDE, foodies, fussies
Cuisine: Peri-Peri Poultry
The message: Good enough for celebrities to serve themselves... so you can too!
Secret to success: Inexplicitly cultured celebrity endorsement
An intelligent resonant art the driving force behind Nando's acceptance onto the palette, brand exposure has been opened up to all of the senses through an era of synchronised cultivation with the music industry.
The tale of nurture owes itself to the growth of an up & coming rapper from Fulham, and in Elliot Gleave, the restaurant chain sought acknowledgement as a quality eatery but more importantly from a potential ambassador whose brand value would soon be recognised through the design of an exclusive loyalty card known to the nandino's outside of the A-Z list world as...
sssshhhhhhh... Nando's Black Card sssshhhhhh...
[Highlight the gap above]
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| Elliot Gleave E.G. |
revealed he hooked up
his showbiz friends Dizzee Rascal and Tinchy Stryder saying, "I was giving
Nando's loads of shout outs in my songs and they kept on sending me vouchers,
then they gave me this black loyalty card. I managed to hook up Dizzee and
Tinchy who are massive Nando's fans like myself."
The strategic move in adopting a brand ambassador, on the
back of a tour, Example would share his affinity to Nando’s whilst on the road
and host to thousands of fans – committing not just monetary but invaluable openness
for brand engagement with the privilege to resonate with his music, his
lifestyle… his love of Nando’s.
The nature of music with established infrastructure for
communications meant that with the rise of Elliot Gleave measured via all media
channels; Nando’s too would seek coverage as the brand followed amongst the crowd; in his
footsteps… 
The ApprenticeProfession: Couch surfing musician
Genre: think of a mediator when acoustic folk meets grime
Ed Sheeran has grafted through his musical career thus far,
known for a six year couch-surfing stint
while incessantly gigging, putting out new music, plugging, and building a
fanbase.
Arguably his greatest exposure (in light of acclaim from Sir Elton & Jamie Foxx), supporting
the aforementioned E.G gave forth a collaborative performance beyond any
expectations
Example + Ed Sheeran + Nando’s =
My next post will explore the growth of fast-casual and
the importance of freshly cooked produce...
An eye-opener for those foodies of you out there!
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| Thomasina Miers [Masterchef Prima & Co-founder of the new kids on the block, Wahaca] Wahaca - Mexican Market Eating |
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