I’m sure you remember the now famous “Where’s the beef?” ads (the ones with the three old ladies and the fluffy bun). I remember how great those commercials were and that they were spot on in defining the Wendy’s brand in a clear focused way. Those ads were great! But in the years since the death of Mr. Thomas, and with several failed Marketing campaigns, the brand’s image has struggled to find its place.
In an attempt to stay near the top, Wendy’s latest Marketing campaign is capitalizing on a differentiating factor that they’ve really always had – freshness. People tend to respond to that difference when they have a choice between eating foods that have never been frozen and the alternative, at least that’s the idea. In one of their commercial spots they poke fun at other burger providers who are wearing coats while taking frozen hamburger patties out of the freezer.
Another aspect of the campaign is the slogan “You know when it’s real.” I think this could be an effective strategy – people can generally relate to the concept of real vs. fake. Using a little bit of humor to highlight their “fresh” ingredients is not much different than the concept that brought us the “where’s the beef” ads in the nineties. In an effective campaign, humor can be used to capture the audience’s attention while drilling home the point of fresh ingredients.
So will this be a leg up for Wendy’s? I mean, this isn’t a new concept for Wendy’s since they’ve never used frozen beef patties. What’s different this time? Wendy’s CEO, Ken Calwell, has said that the key to the freshness concept is using the term “real.” Wendy’s has spent a significant amount of time researching this and they are banking on the term because they think it will resonate with people. I agree. And with so many failed Marketing campaigns, I think it’s time they get “real”.
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Wednesday, October 28, 2009
Friday, October 23, 2009
KFC’s Newest Publicity Stunt – In Good Taste?
Is KFC's newest publicity stunt in the best taste? Maybe not. Effective? I think so. Sometimes it seems the most off the wall stunts are the ones that gain the most attention. The image of Colonel Sanders demanding a seat in the UN General Assembly for "Grill Nation", giving free chicken to UN employees, and declaring this coming Monday UNFryday while handing out free grilled chicken at 5000 stores is really pretty clever. I believe this latest stunt will indeed boost sales and create a major buzz. As you said, Blair, we're all already talking about it.
While some consumers think Colonel Sander's wacky plea to the UN is quite funny, others will undoubtedly think the stunt is far from humorous as well as inappropriately timed, considering the global recession, wars in the Middle East, and UN Climate Negotiations in Copenhagen just over a month away.
My thought is that YUM! Brands' screwball marketing campaign, as silly as it is, be met with serious commitment to corporate responsibility on a global level. Perhaps in their plea to the UN, they should have also promised to adhere to the UN Global Compact's Ten Principles for Corporate Sustainability. At least that way that way we all know that for them, responsibility comes first, even if the approach is tongue-in-cheek.
*Check out our new & improved website!
While some consumers think Colonel Sander's wacky plea to the UN is quite funny, others will undoubtedly think the stunt is far from humorous as well as inappropriately timed, considering the global recession, wars in the Middle East, and UN Climate Negotiations in Copenhagen just over a month away.
My thought is that YUM! Brands' screwball marketing campaign, as silly as it is, be met with serious commitment to corporate responsibility on a global level. Perhaps in their plea to the UN, they should have also promised to adhere to the UN Global Compact's Ten Principles for Corporate Sustainability. At least that way that way we all know that for them, responsibility comes first, even if the approach is tongue-in-cheek.
*Check out our new & improved website!
Thursday, October 22, 2009
Ever heard of a Nutricate Receipt? Check it out.
Now this is what I call eye opening. What I love about this receipt is that it tells me how many calories my order has based on the way I choose to customize it. In addition, it tells me what percentage of my daily caloric intake has been fulfilled, which in turn will definitely make me think twice about what I eat for the rest of the day.
Overall, I think this is a great idea. As you can tell, an 888 calorie lunch is a little over the top, but this restaurant was not afraid to put it out there. Instead of waiting for legislation to make QSRs advertise calories and other not so glamorous nutritional information on their best selling menu items, why not just tell the consumer up front what they're getting. Could this be one proactive solution to this problem of impending doom? I think so. By spelling it out for consumers, QSRs put the ball back in the consumers' court and in the process empower them to make decisions they can live with. I believe consumers will respect this decision and thank them for giving this gift of power.
Monday, October 19, 2009
Coke Turns the Page
Coca-Cola has announced it will offer a slimmer can size in 2010. The new slim can will hold a 90 calorie serving size in comparison to the regular size can which holds a 140 calorie serving size. This announcement comes after a similar one last week that Coca-cola will also start displaying soft drink calorie counts visibly on the front of all of its products.
This is a great step for Coca-Cola and a giant leap for the industry. Pending legislation to tax soft drinks as a result of the obesity crisis in America is likely to have forced Coca-Colas hand on this. But I say, so what? If beverage and snack companies who are seemingly being sought after as the scapegoats for the crisis are willing to change their ways, then why punish them?
Our primary concern here should be awareness and education, not money making (although that would be ideal). We cannot stop people from making the choice to smoke a pack a day or making the choice to drink a Coke with every meal and then some by imposing a “sin” tax. While tax increases on cigarettes may have impacted the number of smokers out there somewhat, municipal codes to regulate smoking in public have hands down made the most impact. And let’s be real here, are we going to stop serving Coke at McDonalds or any other fast food restaurant out there? No, never. My point is that a simple tax is not going to make a significant difference in changing the way Americans think.
There are some things money can’t buy including a person’s choice. But we can make the choices healthier. Let’s not sell consumers short by assuming they are not willing to make the switch to a healthier lifestyle on their own. If a person is living a healthy lifestyle, then they certainly deserve to have a Coke without paying a premium for it. By penalizing the beverage and snack industry, we are only creating hurdles for everyone involved—consumers and companies alike. We have to give companies a chance to step up and evolve before we condemn their products with hefty taxes. We have to stop and think about the repercussions of our actions in this legislation.
Coca-Cola employs some 200,000+ Americans and an estimated 3 million in supporting industries. By implementing a “sin” tax on the snack and beverage industry are we going to achieve the goal of changing people’s minds? Or are we going to achieve some unwanted outcome as a result such as jeopardizing jobs in the process? This simple tax is just not as simple as it seems.
This is a great step for Coca-Cola and a giant leap for the industry. Pending legislation to tax soft drinks as a result of the obesity crisis in America is likely to have forced Coca-Colas hand on this. But I say, so what? If beverage and snack companies who are seemingly being sought after as the scapegoats for the crisis are willing to change their ways, then why punish them?
Our primary concern here should be awareness and education, not money making (although that would be ideal). We cannot stop people from making the choice to smoke a pack a day or making the choice to drink a Coke with every meal and then some by imposing a “sin” tax. While tax increases on cigarettes may have impacted the number of smokers out there somewhat, municipal codes to regulate smoking in public have hands down made the most impact. And let’s be real here, are we going to stop serving Coke at McDonalds or any other fast food restaurant out there? No, never. My point is that a simple tax is not going to make a significant difference in changing the way Americans think.
There are some things money can’t buy including a person’s choice. But we can make the choices healthier. Let’s not sell consumers short by assuming they are not willing to make the switch to a healthier lifestyle on their own. If a person is living a healthy lifestyle, then they certainly deserve to have a Coke without paying a premium for it. By penalizing the beverage and snack industry, we are only creating hurdles for everyone involved—consumers and companies alike. We have to give companies a chance to step up and evolve before we condemn their products with hefty taxes. We have to stop and think about the repercussions of our actions in this legislation.
Coca-Cola employs some 200,000+ Americans and an estimated 3 million in supporting industries. By implementing a “sin” tax on the snack and beverage industry are we going to achieve the goal of changing people’s minds? Or are we going to achieve some unwanted outcome as a result such as jeopardizing jobs in the process? This simple tax is just not as simple as it seems.
Friday, October 9, 2009
Going Underground for Dinner
Underground supper clubs are open for business. And if you’re not familiar with this term, you may want to acquaint yourself. This could be the dawn of a new food era.
In cities around the country, people are getting together to share meals with strangers at locations announced just hours before dinner is served (password pending). It goes like this: organized dinners are held at various people’s houses, garages, lofts, and any other structures that suit a makeshift dining room for the evening. Events are staffed by anyone from up and coming chefs, to restaurateurs trying out new dishes, to obsessed foodies who love to whip up a mean meal just for fun. These factors combined create a traveling restaurant if you will that depends on word-of-mouth buzz for business.
In NYC, a standard four course meal at one of these secret dining clubs could run you about $50 per person. Not too bad for a four course meal, but the real value in an event like this runs deeper than just the food. People are seeking something different, something new and exciting. The exclusivity of each event lends itself to the concept of a common man’s country club. And with the craze over reality TV shows centered around the culinary arts (i.e. Hell’s Kitchen & America’s Top Chef) this trend is to be (dare I say) expected?
QSR’s should take note that mainstream consumers are growing more adventurous in their dining out-ings. They’re jumping at the chance to mingle with new people and explore new foods in a new-to-them atmosphere. So how can QSR’s capitalize on such a trend? Can you find a way to create some mystique in your restaurant?
Whether through the food you offer, or the atmosphere you create, hopefully this trend could spark some new ideas and give you permission to try out that questionable idea that’s been sitting on the shelf for the past year. People are ready for a change. Think outside the restaurant.
In cities around the country, people are getting together to share meals with strangers at locations announced just hours before dinner is served (password pending). It goes like this: organized dinners are held at various people’s houses, garages, lofts, and any other structures that suit a makeshift dining room for the evening. Events are staffed by anyone from up and coming chefs, to restaurateurs trying out new dishes, to obsessed foodies who love to whip up a mean meal just for fun. These factors combined create a traveling restaurant if you will that depends on word-of-mouth buzz for business.
In NYC, a standard four course meal at one of these secret dining clubs could run you about $50 per person. Not too bad for a four course meal, but the real value in an event like this runs deeper than just the food. People are seeking something different, something new and exciting. The exclusivity of each event lends itself to the concept of a common man’s country club. And with the craze over reality TV shows centered around the culinary arts (i.e. Hell’s Kitchen & America’s Top Chef) this trend is to be (dare I say) expected?
QSR’s should take note that mainstream consumers are growing more adventurous in their dining out-ings. They’re jumping at the chance to mingle with new people and explore new foods in a new-to-them atmosphere. So how can QSR’s capitalize on such a trend? Can you find a way to create some mystique in your restaurant?
Whether through the food you offer, or the atmosphere you create, hopefully this trend could spark some new ideas and give you permission to try out that questionable idea that’s been sitting on the shelf for the past year. People are ready for a change. Think outside the restaurant.
Tuesday, October 6, 2009
Fighting Inflation in Your Operation
How to fight inflation in your operation? Plan for the worst, hope for the best, is my advice. Inflation is the reality we are facing and it's not going away any time soon. I think we are looking at a new (higher) plateau where food prices are concerned and I'm sure most restaurant owners & execs out there are already aware of this. Now the question becomes what can you do to mitigate the impact of rising food costs on your profits while staying competitive in the market?
First, while it is feasible to pass some of these rising costs on to your customer it is not likely that they will tolerate the entire impact. That said a large portion of the forecasted increase in costs will need to come directly from your operating budget. It's time to take another look at your already strapped operating expenditures to determine where you can cut out additional waste and expense. Get creative. Ask your employees if they have any suggestions. Offer incentives to those that contribute ideas that significantly improve efficiency and cut waste.
Next, are you doing everything you can to retain your current customer base? If ever there was a time for customer loyalty--now is that time. You can be sure that when prices go up, people are going to be even pickier about where they eat and where they buy. Ask your customers directly if they are happy with what they are getting and if there is anything you can do to improve their experience? Stay open-minded. Remember you are invested in your business, the customer is not. Listen to what they have to say. Keep your customers happy and they will keep coming back.
Learn more by checking out our new and improved website!
First, while it is feasible to pass some of these rising costs on to your customer it is not likely that they will tolerate the entire impact. That said a large portion of the forecasted increase in costs will need to come directly from your operating budget. It's time to take another look at your already strapped operating expenditures to determine where you can cut out additional waste and expense. Get creative. Ask your employees if they have any suggestions. Offer incentives to those that contribute ideas that significantly improve efficiency and cut waste.
Next, are you doing everything you can to retain your current customer base? If ever there was a time for customer loyalty--now is that time. You can be sure that when prices go up, people are going to be even pickier about where they eat and where they buy. Ask your customers directly if they are happy with what they are getting and if there is anything you can do to improve their experience? Stay open-minded. Remember you are invested in your business, the customer is not. Listen to what they have to say. Keep your customers happy and they will keep coming back.
Learn more by checking out our new and improved website!
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