PROGRAM CARD - Nando's Rewards (Nando's Card)

Program name: Nando's Rewards (Nando's Card)
Distinction: iconic chilli-stamp system for visits
Brand / operator: Nando's Chickenland Limited
Family / owner: Nando's Group Holdings Limited (NGHL) - a privately held company based in South Africa
Industry: gastronomy / QSR
Industry benchmark: no
Market: UK (variant with a £7 threshold; a separate version for Ireland with a €7 threshold)
Related programs: Nando's PERi-Perks (US, program #59 in the almanac); a separate Irish variant running in parallel
Status: active
Legal / temporal status: no restrictions
Launch year: approx. 1998-1999 (paper stamps); 2013 - relaunch with a plastic card and online account; 2020s - full digitalization (mobile wallet)
Main type: member-benefit
Additional type: -
Cost of joining: free
Channels: in-store (physical card or mobile wallet at the till), online (nandos.co.uk), app (Nando's App, Order at Table); not available via Deliveroo
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Nando's Rewards is a program based on "chilli stamps": for every day with a spend of £7 or more, the customer earns one Chilli. Rewards (free menu items) unlock at 3, 6 and 10 Chillies, after which the counter starts over. The program is completely free and managed through the app and the mobile wallet.

1. Objectives and context

The program's goal is to build a habit of regular visits to the chain's restaurants - the reward is triggered by each qualifying visit (rather than by a single high spend). The digitalization of the program since 2013 has accelerated the collection of customer data and moved interactions into the app and the mobile wallet.

2. Target group

The program is aimed primarily at brand fans and regular patrons of Nando's restaurants in the UK, aged 14 and up. The visit-based (rather than spend-based) mechanic favors customers who eat at Nando's frequently rather than in one-off large amounts.

3. Architecture and type

Joining: Register online or pick up a physical card in the restaurant; requires age 14+, a UK address.
Adding to the wallet: The digital card goes into Apple Wallet or Google Wallet; a physical card requires online registration.
Earning Chillies: 1 Chilli for each day with a qualifying order (min. £7 after discounts) - in the restaurant, online or through the Nando's app. A 1 Chilli bonus for registering.
Unlocking rewards: At 3 Chillies - Green Reward; at 6 - Orange Reward; at 10 - Red Reward. After reaching the Red Reward the counter resets to 1.
Redeeming the reward: The reward is valid for 366 days from the date it is earned; redemption in the restaurant, online or in the app.

4. Earn & burn mechanics

Earning: 1 Chilli per qualifying day (min. £7 after discounts; one Chilli per day regardless of the number of visits on the same day; 1 bonus Chilli for registering)
Threshold and exchange: Green Reward = 3 Chillies; Orange Reward = 6 Chillies; Red Reward = 10 Chillies; after the Red Reward the counter resets to 1
Reward forms: free menu items - Green: ¼ chicken / 3 wings / any starter (with exclusions); Orange: ½ chicken / any burger/pitta/wrap (with exclusions); Red: a whole chicken / a burger, pitta or wrap with 1-2 sides / a bowl with protein / a salad with protein (with exclusions for seasonal and test products); no cash equivalent
Point expiry: Rewards expire 366 days after the date they are earned; the Chillies themselves (as an account balance) have no separate expiry date as long as the account is active - the terms do not specify an expiry date for Chillies without activity, only for rewards (outside the terms: practical FAQs indicate loss of Chillies after the account is closed)

5. Emotional value

Nando's consistently builds a brand grounded in accessibility, humor and authenticity (PERi-PERi as a culture, not just a flavor). The Nando's card has functioned as a cultural artifact since the 1990s - "earning the Red Reward" is a ritual and a source of pride for regulars, as seen on social media. The brand clearly communicates a laid-back, unpretentious attitude: the rewards are food, not points.

6. Gamification

A Chilli counter with clear progression toward three reward tiers (3 / 6 / 10) - the classic progress-bar mechanic.
Resetting to 1 after the Red Reward instead of to 0 - rewards loyalty and softens the sense of loss.
A bonus Chilli for registering - immediate gratification for a new member.
"Missions" (a bonus Chilli for ordering a specific menu item within a promotional window) - engaging, time-limited challenges for selected members.
A 180-day window to recover a forgotten Chilli - reduces friction and frustration.

7. Differentiation

Nando's Rewards stands out for the simplicity of its mechanic: one Chilli for one qualifying day - with no complicated "for every X pounds" conversions. It is a clear promise: the more often you come, the faster you get free food, rather than rewarding only those who spend more. The program has no status tiers or elaborate personalization - it is deliberately simple and consistent with the brand's tone.

8. Data and personalization

Data scope: name, email, transaction history; optionally marketing data (for access to promotions and missions).
Consents: registration requires acceptance of the terms; marketing (e.g. participation in missions) requires opting in to communications.
Personalization: engaging missions sent to selected, opted-in members via email or the app; no public data on advanced personalization with a recommendation engine.

9. Technology

Nando's app (iOS and Android) - ordering, Order at Table, managing the Rewards account, viewing the Chilli balance.
Mobile wallet: Apple Wallet and Google Wallet - the card is available without opening the app.
SSO (Single Sign On) - one account for all of Nando's online services and the app.
Platform/vendor: Red Badger (technology partner for the redesign of the loyalty program, outside the terms).

10. Communication and lifecycle

Communication channels: email (notifications about rewards, missions), the app (push notifications), the mobile wallet.
Onboarding: an immediate bonus Chilli after registration; the card goes into the mobile wallet right away.
Retention: time-limited missions encourage a return; the 180-day window to recover a Chilli reduces churn after a one-off break; notifications about expiring rewards (the terms do not specify the content, but the T&Cs indicate email notification about program changes).

11. Takeaway / inspiration for the almanac

Nando's Rewards proves that a simple mechanic is a strength, not a weakness: one Chilli for a day of visiting eliminates conversions and makes the customer immediately understand what they will gain. Resetting to 1 (not to 0) after the Red Reward is a small detail that significantly reduces the disappointment after redeeming a reward - worth copying.

Sources: Nando's UK - program page (nandos.co.uk/rewards); Nando's UK Help Centre (help.nandos.co.uk); Loyalty Magazine - "Nando's launches expanded rewards scheme"; Marketing Week - "Nando's overhauls loyalty scheme"; Red Badger - Nando's Loyalty Programme case study
Terms (link): https://www.nandos.co.uk/nandos-terms-and-conditions
Entry compiled on: 2026-06-18

Nando's Rewards (Nando's Card)