Case Studies
All About Food
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About Food began in 1999 when Robby Enthoven and Phil Lynas took a
leap of faith and started the Nando’s Grocery business - selling
Nando’s PERi-PERi sauces into supermarkets. Phil left a successful
career as Sales & Marketing Director for a large FMCG company to
begin the business, which he initially ran from his daughter Kate’s
bedroom.
When
Nando’s Grocery began, many of the values which guided the business
were the same as the principles behind the Nando’s restaurant
chain, such as ‘Pride’, ‘Passion’, ‘Integrity’ and
‘Family’.
Since
1999, All About Food has grown considerably. The team is bigger, the
office is swankier and they have a few more brands on board, such as
Wagamama, Cranks and Pizza Express. Yet the same values, at the
heart of who they are, have remained from day one right through to
today.
As
a way of effectively communicating the values and principles of the
business, All About Food approached Totality GCS to create a memorable
piece of internal literature. They wanted something that could be
easily read, understood and digested by employees, which they could
keep and refer to on a regular basis for both information and
inspiration.
Create
All
About Food embraces individuality, so the brief wasn’t to create a
rigid set of company values which employees must adhere to at all
costs. Instead the piece was intended to help communicate the
inherent All About Food ethos and passion and ensure that all
colleagues are on board as the company continues to grow.
It was also
essential that the piece was timeless, so that it has longevity and
can be passed on to any new employees joining the company within the
next five years.
To
do this, we set about taking the full range of brand values and
giving real life examples of what each of them means in reality,
bringing them to life with illustrations that capture the unique
working culture of All About Food.
Deliver
In
less than 2 weeks we delivered a piece of literature that not only
exceeded the directors’ expectations, but has helped set All About
Food apart from its many competitors and served as an example to
companies nationwide of how to promote a successful working culture.
As
a thank you to all staff, the books were presented at the company’s
first ever team-building retreat. This also included a full
presentation, designed again by Totality GCS, and a set of commemorative
postcards.
On
back of the resounding success of the book, Totality GCS has been
involved in a number of other exciting projects for the All About
Food business, which has continued to flourish and expand.