Wednesday, April 25, 2012

Drive Thru Food, Packaging the Experience.



Taco Bells success with its new Doritos Tacos placed the focus clearly on product.  Taco Bell quickly realized an unintended consequence of a single new product success created disequilibrium within the 5 P’s of Food Marketing 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price, specifically packaging.  What do you think they should consider for new packaging?

Since they are under the Yum Brand umbrella do you think that they considered a bucket, a box or car cup holder cardboard trays? Our research shows that there is a universal commonality among consumers of all ages.  When it comes to Drive Thru Food Packaging, less packaging is “better for you”. While brand marketers love placing brand logo’s on buckets, boxes, cups and wraps.  Consumers have grown tired of the excessive packaging on Take Away food and view it as non-environmentally friendly. Consider Papa Murphy’s Take-N-Bake pizza consumers rave on the simplicity of the package.  No Box, No Bucket and No logo on the packaging itself. 

Regular readers of this blog know that our recommendations include packaging the drive thru itself with visceral digital graphics. Restaurateurs should be adding mobile messaging, order conformation, payment and voice access via smartphone or phone while in the drive thru. Follow Wienerschnitzel’s lead and have a drive thru access door for personalized service while speeding up service during rush hour with hand held ordering device for exterior use.  Most important have fewer boxes, buckets and wraps.  Drive thru packaging success can be found in visceral digital presentations.

Outside eyes can deliver top line sales and bottom line profits.  Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

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