Taco Bell is one of Yum Brands renewed brands with
a clear focus on building same store sales edifying the franchisees all the
while relentlessly focused on the customer according to Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice Solutions® as opposed to Uncle Maddio’s a ‘fast casual’ restaurant that appeared
focused on selling franchises.
Yes, I
know there is a large size difference in the chains but what is important is if
you want to grow focus on the customer at all times. Last year Uncle Maddio’s system sales decline
14%, they had a high of 42 units and were touted by legacy trade magazines as a ‘top' growth leader. Today, they have
29 locations.
What Greg
Creed and Yum
Brands team understands it that it is always about the customer. They understand that you need to engage the
consumer with interactive participatory meals, merchandise, messaging if you
want to edify the brand according to Johnson. Here is how it’s done:
“In an
open letter, Taco Bell is challenging
the long-standing tradition of eating tacos on a predetermined day of the week:
Tuesday. Should any one day have all the taco glory just because it makes for a
good hashtag? No. Times are changing and so are societal food norms. Which is
why Taco Bell wants fans to “reBELL" against this alliteration and live
every day like it’s Taco Tuesday.
Taco Bell
is bringing this taco liberation to life in its newest campaign, “Taco reBELLion,” that encourages fans to break
away from Tuesday customs and enjoy tacos with their crew any night of the
week. Launching on April 21, the 60 second spot shows three taco gangs (the
Hard Shells, the Soft Shells and Los Locos) coming together to rebel against
the tradition of tacos on Tuesdays and together they fight, in the form of an
epic dance-off, for tacos any night.
Chief
Global Brand Officer Marisa Thalberg has a rallying message for taco fans
everywhere: “Of course we love that there is a day of the week dedicated to
tacos, but we believe it’s time to challenge societal norms and for our fans
and their friends feel empowered to enjoy tacos without limits. When you think
of tacos, you should think getting together with friends, not just one day of
the week.”
To
further empower squads to join the taco uprising, Taco Bell is also launching a
new line of reBELLious merchandise. Available on the Taco Shop, the new shirts
and patches allow taco nonconformists to show off their taco pride and pledge
their support for “Taco Any Day.” Because every rally needs fuel, Taco Bell is
offering 15 percent off Party Packs for a limited time.
Fans looking to take
advantage of the offer can jump onto tacobell.com, Grubhub.com or the Grubhub app
to place their order at the nearest restaurant with delivery available. It’s
time to reBELL and empower groups to party with tacos from Taco Monday to Taco
Sunday.” Is your menu, merchandise, and
messaging interactive and participatory?
Interested
in learning how Foodservice Solutions 5P’s of Food
Marketing 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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