For me, it is interesting that we don't see a big growth trend for Nandos app downloads/usage though vs. delivery platforms. If your hypothesis was right, we would expect a big growth here, no? They have had an app since early 2017. In fact, Nando's app usage has declined a lot over the last 6 months - active users have halved since Aug-20 (400k) vs. Feb-21 (200k) .. It has good penetration I agree - but Nando's is the strongest brand out there in the UK market, with a decent app, surely it would be growing rapidly based off all these tailwinds you mention? Might be worth reviewing AppAnnie data on this
On related point, having read a few of your reports, you might want to be careful on what market share data you rely on. Google trends is not a good source (only web so just a proxy for web SEO and adwords budget) - it will always be massively overweight for incumbent players e.g. JET has strong web, but poor app UX. I would look to triangulate your sources a bit more e.g. AppAnnie (for App data), SimilarWeb (for web traffic data), Card Transaction data when available (JET actually use in the UK, which is great, but data panels can be very biased in these data sets), ...
Thanks for posting - appreciate it. Cool topic.
For me, it is interesting that we don't see a big growth trend for Nandos app downloads/usage though vs. delivery platforms. If your hypothesis was right, we would expect a big growth here, no? They have had an app since early 2017. In fact, Nando's app usage has declined a lot over the last 6 months - active users have halved since Aug-20 (400k) vs. Feb-21 (200k) .. It has good penetration I agree - but Nando's is the strongest brand out there in the UK market, with a decent app, surely it would be growing rapidly based off all these tailwinds you mention? Might be worth reviewing AppAnnie data on this
On related point, having read a few of your reports, you might want to be careful on what market share data you rely on. Google trends is not a good source (only web so just a proxy for web SEO and adwords budget) - it will always be massively overweight for incumbent players e.g. JET has strong web, but poor app UX. I would look to triangulate your sources a bit more e.g. AppAnnie (for App data), SimilarWeb (for web traffic data), Card Transaction data when available (JET actually use in the UK, which is great, but data panels can be very biased in these data sets), ...