Saturday, July 28, 2018

Carl's Jr. Branded Consumer Interactivity

Regular readers of this blog have been constantly reminded by Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® of the importance that branded food discovery, consumer interactivity that is participatory with the brand is. So when we find a great example we try to highlight it. 
Today that example is from Carl’s Jr. who is giving away fanny packs to ‘tweet decoders’. The Carl’s Jr. ‘Slider Hider’ Fanny Pack promotion is one of the best interactive promotions that we have seen this year it digital marketing and merchandise promotion will be an important part of the new electricity that drives top line sales and bottom line profits according to Johnson.  .
Here is how it works; Carl’s Jr. is challenging their Twitter followers to decode a series of tweets for the chance to win a Slider Hider fanny pack, the ultimate Sliders on the Sly swag. The Carl’s Jr. Slider Hider Fanny Pack is perfect for sneaking Sliders wherever you go.
The Sliders start at $1.25 each/ $1.75 for a double and are available at Carl’s Jr. locations now. Beginning yesterday (Friday July 27th at 2 pm (eastern), Carl’s Jr. begin blasting a series of coded tweets. There will be a total of 10 coded tweets (and 10 winners) over the course of the next two days. For each code, the first follower to quote-tweet with the decoded message will win a #SliderHider fanny pack (a fanny pack that perfectly fits Carl’s Jr.’s new Charbroiled Sliders) along with a gift card. On July 27, Carl’s Jr. will announce the winners and the decoded phrases.
When branded food marketing is combined with digital interaction, food, beverage, and logoed merchandise this will be a marked up-tick in interaction and an increase in consumer top-of-mind interaction. Success does leave clues and Carl’s Jr. has pick up all the right ones.    
Does your brand need a refresh? If your brand looks more like yesterday than today or tomorrow it just might be time that you called for outside eyes to help you drive inside results.  What is the new electricity that is driving your top line sales and bottom line profits?  Are your customer counts growing? 
According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. This program has all of that.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Success does leave clues  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email:

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