Major restructure for Nando’s marketing team
Fast food brand Nando’s has created a major restructure of its marketing operation which will see the redundancy of two marketers along with new hires.
The restructure, led by marketing director Kim Russell, will see the company’s marketing led by three managers.
Nicole West, currently marketing manager, will be responsible for campaigns and restaurant experience along with managing digital marketing.
The company will be hiring a PR manager who will also run a forthcoming celebrity program.
And Nando’s will also hire a customer engagement manger to run one-to-one marketing to customers including a new loyalty programme, plus product development.
Russell: Realignment
Russell said in a memo to Nando’s franchisees and staff that the resructure was part of the company’s five year strategy. She said: “During this process it has been identified that unfortunately the role of Local Area Marketer is no longer required. This has resulted in the redundancy of Michelle Stone and Melisa Mellia effective immediately. Michelle and Melisa have been instrumental in embedding the Nando’s Brand into the communities surrounding the many restaurants they were accountable for. We thank them for their outstanding contributions to the Nando’s business and wish them well in their future endeavors.”
Russell told Mumbrella that the redundancies were voluntary. She said: “It’s just a realignment of our current resources, there are some roles being shifted around internally to help deliver our key objectives, and in doing our restructure we looked at local area marketers, but the two redundancies were actually voluntary. It’s just being realigned as we change our focus.”
Key commitments of the five year strategy include brand positioning, above the line advertising, customer engagement, improved restaurant experience, product development, and a loyalty program and PR/celebrity program.
Nando’s advertising agencies are Banjo Advertising (creative), Archibald Williams (digital) and Match Media.
In 2011, Russell raised eyebrows after splitting with The Sphere Agency and saying it could not afford to pay a retainer. Its latest work comes from Banjo.
Megan Reynolds
This company changes its agencies and people more than most people change their underwear!
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Changing Strategy huh! What are they, Chicken!!
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They were probably told “do more, with less”…
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What strategy??? They have lost their way
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Let’s hope the good tactical and topical work continues
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Why can’t Nando’s get it right here?
In South Africa they’ve absolutely cracked their marketing and advertising.
A
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Good tactical and topical work, where are you from, Nando’s?
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Looks like cost cutting to me. ROI has not been successful thus the need to cut budgets. A lack of cut-through advertising has led to a cut in expenditure.
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Complete lack of vision, business managed by dinosaurs and the marketing in Australia is dismal. Such a great brand everywhere else.
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“..realigned as we change our focus.” Sweet jesus, marketing weasel words 101.. What exactly are they focusing on? More super unfunny ads like that pile?
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Not sure if it is really “voluntary” redundancy when there are 5 local marketers and 3 new roles and the QLD local marketer is told to keep their job they have to move interstate (if they were successful in securing one of the roles).
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The food is overpriced and the current ads are funny the first time then repetitive whenever you see them after that. “Eat different” doesnt make me want to eat nandos, nor does positioning the restaurant as a rich mans fast food.
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