Nando's is to overhaul its marketing department. Two staff are to go. It's also set to launch a campaign to push its loyalty scheme.
The company outlined the changes to staff this week and said the organisational restructure would see local area marketers Michelle Stone and Melisa Mellia axed.
Nando's will recruit a PR manager and a customer engagement manager while current marketing manager Nicole West will become marketing manager for campaigns and restaurant experience. She will also oversee digital.
The firm said the moves were all part of a five year plan.
Nando's is also planning a marketing campaign to promote its Peri-Perks loyalty scheme that launched in June. It wants more people to download the mobile app version and will hire a celebrity to front the campaign, with whom the winner will win dinner. It will include radio and digital activity including a YouTube video and in-store promotion, targeted EDMs and Facebook ads.
Peri-Points cardholders earn one point for every dollar spent in the restaurant and can redeem 10 points for $1. Members also get a free drink when they register as part of the scheme.
Banjo is Nando's creative agency. Match Media is its media agency.
Click the image below to read the full memo.
Clarification: This article originally suggested that Red Foo, of LMFAO and X-Factor fame, would be involved in the campaign. Nando's has insisted that is not correct, but that the company is "in discussions with a number of celebrities".
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