Annual Report and Consolidated Accounts 2015
Winter Sports Federation, which enabled more than 1,200 children
to experience skiing in snow in Serra da Estrela for the first time.
Lastly, it also sponsored the children’s football team of the Linda-
a-Velha club.
The brand also focused on a strategy of convenience and layout of
the restaurants supported by the new design and layout, as well as
in the new commercial proposal, which are the driving force behind
new investments and whose purpose was to surprise the consumer
in the consumption experience and in its relationship with the brand.
In this context, and reinforcing its innovation and convenience pro-
gramme, the proposal for home delivery request fulfilment was
reformulated during the year, with the launch of the new telephone
number for the national fulfilment of orders, 222444222. A new
online ordering website was also launched and the programme of
segmented actions for customers was continued.
Based on the Value for Money positioning, the brand launched vari-
ous marketing campaigns in 2015 aimed at surprising and innovating:
4x2: Pizza and Drink times two, 50% Discount in exclusive campaigns
of online requests and also medium and family menus with very
competitive proposals.
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