Time after time, day after day the phone rings at Foodservice Solutions® and it is a perspective client, an old client inevitably they ask the same questions. Recently that question has been Why is it my brand does not rank higher with consumers on social media? Our Grocerant Guru’s Steven Johnson’s answer is always the same. MESSAGING.
Sure I know that sound simple. However consider this research from social analytics company called NetBase, which released its annual Restaurant Brands Report recently. By cataloging around 187 billion mentions on social media, NetBase found that people are the most obsessed with Taco Bell, Chick-fil-A, Domino's Pizza, Olive Garden, Wendy's, Dunkin' Donuts, Starbucks, McDonald's, Panera, and Subway in descending order.
Maybe that’s why they called in the first place. If not here are a couple of things to consider first consumers are dynamic not static. Secondly each of the restaurant brands above does a very good job of integrating marketing messaging with new product, new promotions, and news releases according to our Grocerant Guru®.
Additionally each brand understands that differentiation does not mean different it means familiar but with a twist. Consider this which fast food chain integrated fried egg taco shells into its menu, released a fashion line with Forever 21, and announced it’d soon be adding booze to its offerings? Ok now where did they rank? In case you did not know the answer is Taco Bell.
Taco Bell has been able to capture the attention of Twitter and Instagram and the rest of social media with a series of stunts, ranging from ridiculous to intriguing (a recently added burrito contains spicy popping crystals), and now it’s being rewarded with a new, and maybe in 2017, prestigious title: the Top Performing Restaurant Brand on Social Media.
Can you have differentiation with an integrated message? Can you leverage LTO’s to garner attention? Can you test, trial, and tantalize the imagination of your customers?
Are you trapped doing what you have always done and doing it the same way? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.