Read the case study below and answer ALL the questions that follow.

Nandos Introduces the Great Pretender

Background:

Nando's, a popular South African restaurant chain known for its peri$-$peri chicken, recently launched a new product

called the Great Pretender. This new addition to their menu offers plant$-$based alternatives to their

signature chicken dishes. The introduction of the Great Pretender reflects Nando's commitment to catering to the

evolving dietary preferences of its customers while maintaining their distinct flavours and brand identity.

Nando's has a strong presence in the global restaurant industry, with over $1,200$ locations across $35$ countries. The

brand is recognized for its flame$-$grilled peri$-$peri chicken, which has gained a loyal customer base over the years. As

the demand for plant$-$based options continues to grow, Nando's recognized the opportunity to expand its menu

offerings and appeal to a broader range of customers.

Marketing Strategy:

To successfully introduce the Great Pretender, Nando's implemented a comprehensive marketing strategy that

encompassed various elements:

Product Development: Nando's invested significant time and resources into developing a plant$-$based alternative that

closely replicates the taste, texture, and flavours of their peri$-$peri chicken. This ensured that the Great Pretender met

the high culinary standards associated with the Nando's brand.

Pre$-$Launch Teasers: Nando's created anticipation by teasing the upcoming launch of the Great Pretender through

social media posts, emails, and in$-$store signage. These teasers created curiosity among Nando's loyal customers

and attracted the attention of individuals interested in plant$-$based options.

Influencer Partnerships: Nando's collaborated with influential food bloggers, nutritionists, and lifestyle influencers to

create buzz and generate excitement about the Great Pretender. These partnerships helped to reach a wider

audience and build credibility for the new product.

Menu Integration: The Great Pretender was seamlessly integrated into Nando's existing menu, making it easily

accessible to customers. It was positioned alongside the traditional chicken options, emphasizing the brand's

commitment to inclusivity, and catering to diverse dietary preferences.

Promotional Campaigns: Nando's launched a multi$-$channel promotional campaign to raise awareness about the

Great Pretender. This included targeted digital advertising, social media campaigns, and in$-$store promotions. The

messaging focused on the delicious taste, health benefits, and environmental sustainability of the plant$-$based

alternative.

The introduction of the Great Pretender onto Nando's menu has been met with positive reception and has had

several notable impacts. The addition of a plant$-$based option has attracted new customers who previously did not dine

at Nando's due to dietary restrictions or preferences. This has resulted in a broader customer base and increased

market share. Nando's commitment to innovation and addressing customer demands has strengthened its brand

image as a progressive and customer$-$centric restaurant chain. The introduction of the Great Pretender showcases

Nando's ability to adapt to changing market trends while staying true to its core flavours and values.

The Great Pretender has given Nando's a competitive edge in the market, allowing them to stand out among other

restaurant chains that may not offer plant$-$based alternatives. This diversification of menu options has helped Nando's

retain existing customers and attract new ones.