Shopping Centre, England Nando's at Water Gardens

The Background

Water Gardens Shopping Centre in Harlow is a town centre shopping destination with a strong convenience restaurant offer. The centre has been using Darius as their customer engagement platform to deliver all shopper communications since 2013.

The Challenge

Nando’s were launching a new menu and wanted to use this as an opportunity to attract new customers to their restaurant and win back previous customers who had not visited in a while. The restaurant didn’t have a local marketing budget, so asked the centre’s marketing team to design a promotion that would target diners within their primary catchment area.

The Solution

Using Darius, the centre marketing team designed a two-pronged promotion that comprised:

  • An information-led direct marketing campaign targeting existing shoppers on the Water Gardens database who had previous registered to receive information on dining and food related offers.
  • A competition to win a family meal at Nando’s, supported by geo-targeted digital ads where all entrants received a follow-up e-zine promoting the new menu range.

The Results

  • The Nando’s branch at Water Gardens increased their sales over the month of the promotion by 7.8% and had the highest uptake on new menu dishes in their region.
  • Water Gardens increased the ‘diners’ segment of their database by 10%, giving them greater reach for future restaurant-led promotions.

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