Copy-cat marketing and follow-the-leader
positioning just might be pushed aside at Burger
King or at least that is what Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wants
to believe. Regular readers of this blog
know Johnson has time and time again pointed out that copy-cat marketing and
follow-the-leader positioning is required at times he has pointed out at Burger
King it has been over-done.
Burger King with this one new
food marketing limited time offer (LTO) has redefined the price, value,
service, equilibrium for fresh food breakfast for all retailers according to
Johnson. This program edifies relevance with Gen Z, Millennials, Gen X (all but
forgotten) and Boomers according to Johnson.
OK, so what is the LTO? It is
an app-based BK Cafe Subscription costs $5 a month and entitles users to one
small brewed coffee per day per month. Talk about value this is a wake-up call for
AM Daypart Sales, it’s a great loyalty program, it is hand-held-food marketing
at it’s best according to Johnson.
There is no doubt but
this platform of fast food value subscription will create distance between
Burger King and other retailers including Wawa,
Sheetz, Starbucks,
and yes McDonalds in the AM Daypart. More important this new positioning platform
could do for Burger King what the $ 5 Footlong did for Subway according to
Johnson.
Adding relevance to their
most frequent consumers the BK Cafe Subscription, available only through the
burger chain’s app, entitles users to one small hot brewed coffee per day for
“the price of a large cappuccino from Starbucks,” according to the company’s
marketing materials. You just have to like that!
Playing catch-up for
any chain restaurant is hard to do. This
is one LTO where Burger King has stepped up to the plate and it looks to the
team at Foodservice Solutions® that they have hit a
home run with this one.
Are you ready for some fresh ideations? Do your food
marketing ideations look more like yesterday than tomorrow? 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.
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