t is at the
intersection of price and sweat treats that Wendy’s hope to lure in customer as
the temperature begins to climb this spring. Fast food restaurants are in a
battle for a greater share of stomach and want to be top of mind with consumers
and the best way for that to happen is leveraging price in a customer focused
proactive branded invitation according to Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®.
Battle for Share of Stomach
So,
when Wendy's announced “that a small Frosty milkshake will cost 50¢ for a
limited time. Wendy's called the deal a
"certified fan favorite." Johnson said that’s the first volley in a long
hot battle for customer this summer and one that will pay dividends as the
summer heats-up.
Wendy's
CEO Todd Penegor stated “the 50¢ Frosty deal is a "nice traffic
driver" and expects it will get thirsty customers to buy food. Wendy's
also expects it will be able to upsell customers who came in for the discounted
milkshake, convincing them to buy a more expensive Frosty Cookie Sundae.
"We've
got a great 'trade-up opportunity' to move from a 50¢ Frosty when you show up to
a more indulgent dessert,"
Success
does leave clues and integrating a branded messaging into a single product as
an invitation is what food marketing is all about according to Johnson. Summer is just around the corner and with
chain restaurants struggling to maintain year over year customer counts Price
will continue to play a pivotal
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: Steve@FoodserviceSolutions.us
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