Wednesday, May 9, 2012

Wendy’s conundrum, continue copy-cat marketing and menu ideation or focus on the customer.

Does Wendy’s understand that cultivating a brand is more important that managing a brand? Brands are dynamic not static, they develop and grow with the consumer. Identifying distinctive differentiated programs, positioning and consumable’s by day part that reflect the brand, industry trends, consumer preferences  is an area that Wendy’s simply has not excelled.   Creating copy-cat menu items and positioning statements is an area that they of late have done much better.  Note: if you’re going to copy, pick programs, products and positioning that garners more than trial.

Recycling c-level marketing team members is another area Wendy’s excels.  However those that are successful generally in-addition bring in Outside Eye’s. Outside eyes can add new light and assist a company in redevelopment and deployment of new products and brand positioning. Clearly Wendy’s needs some outside help identifying distinctive differentiated food consumables, trends, and day-parts to create a point of or any differentiation. 

Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new messaging places Foodservice Solutions® in a select industry grouping The food value proposition equilibrium for the consumer today balances; better for you, flavor, and traditional products all blended into something with a twist.

Success leaves clues transformational times require focus and experience with a qualitative edge. One success clue is Foodservice Solutions® 5P’s of food marketing: Product, Packaging, Placement, Portability and Price.  Consumer choice is driven today by the 5P’s of food marketing.  My tip for Wendy’s is utilize the 5 P’s when trying to identify distinctive differentiated food consumables, trends and day-parts.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Johnson, or

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