
Uber Eats has launched its first podcast series, At The Table, going behind the scenes of some of Australia’s most recognisable restaurant brands.
Hosted by Alana Brittain, Director of Restaurants ANZ at Uber Eats, the weekly show features the owners and operators behind venues including Johnny Gio’s, El Jannah and Nel.
Pilot episode: Nando’s
The latest episode features Darren Hampton, Customer and Brand Director for Nando’s ANZ, who opens up about brand building, drive-through design and what keeps Peri Peri relevant in an increasingly crowded market.
On marketing, Hampton keeps it straightforward. “The best form of marketing is to get other people to advocate for you,” he says. “Create an experience and moment that is worth talking about.”
Hampton also describes the challenge of delivering the brand’s atmosphere in a format built around convenience.
“Drive-thru is a growing market, particularly in Australia with strong car culture,” he says. “The challenge was – how do you create an experience that is synonymous with the brand but in a way that doesn’t interrupt what people are there for, which is convenience.
“Within the drive-thru, there is music in the lane, contemporary fittings from southern African artists, art on the walls, so while you wait it is a mini gallery. The grill is visible; through the lane, there is a window that showcases how your food is being prepared and made for you on the spot.”
On staying relevant as new brands enter the category, Hampton points to the enduring appeal of the core product. “The core product of what Nando’s has served and still continues to serve has remained relatively unchanged,” he says. “And the flavour profile of Peri Peri hasn’t been a fad. It’s something that has stood the test of time.”
Each episode also features an Uber Eats discount code. The Nando’s episode incentivises listeners with $20 off their next order.
At The Table is available on Spotify, Amazon Music and Apple Podcasts. The series was created in collaboration with Pro Podcast and Best Mate Media.
Source: Best Mates Media
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