Shifting Trends in QSRsMay 2011

Promotions have shifted from the static . . .

- in store contests- loyalty programs- punch cards- cut out coupons

. . . To the dynamic, online, social, and interactive

- Facebook- Twitter- You Tube- Google- Groupon- Living Social- Mobile Apps- Foursquare

For example . . . Arby’s Chicken Salad Taste-Off lives on Facebook, and is expanded via:

- Arbys.com - Twitter #tasteoff- You Tube- Foursquare

The Arby’s promotion even continues into advertising with

Google Adwords

Celebrity endorsements have evolved from using . . .

Stars to talk about your product

. . . To utilizing in-house chefs

as brand ambassadors

and the gateway to transparency

What trends have changed in QSR promotions?

• The consumer Relationship

• The definition of Value

• The brand Experience

The Relationship

(from)

One-Way/Monologue

The Relationship

(to)

Customer Participation & Engagement

My Taco Johns

My Taco Johns

Kogi

Defining Value

(from)

Value: low price point items to draw people in

Defining Value

(to)

Values: something extra that people are willing to “invest” in

Naked Pizza

“The idea behind Naked Pizza is simple: build a great

tasting pizza that actually contributes positively to

human health”

Chick-fil-A & KFC

Rate Tate’s Chicken

The Experience

(from)

Getting people in the front door

The Experience

(to)

Extending the brand experience beyond the four walls

Dairy Queen Blizzard Truck

Qdoba Mini Street Tacos

Key Takeaways

• It’s all about the customer relationship –social, personal, and interactive

• People want more than just a good price, they want a great experience

• Brands are making the shift from the store front to anywhere and everywhere