Hedging its bet moving forward Burger King is introducing the “Impossible Whopper”
nationwide and consumer will decide its path forward according to Steven
Johnson, Grocerant Guru®
at Tacoma, WA based Foodservice
Solutions®. This
branded marketing partnerships has the ability to be disruptive, driving a new electricity
around the partners brands according to Johnson.
In the Video below, BK found fans to come
to the grand opening of what they thought would be a restaurant that only
serves the Impossible burger. Plant based food products have the ‘halo’ of
better for you around them and consumers desire to test them to date has shown
an insatiable appetite for them as well.
On August 8, guests across the U.S. will
be able to visit their local BK restaurant, or order for delivery via the BK
App and through DoorDash, to try the
Impossible WHOPPER for a limited time only and decide for themselves if it
delivers the same flame-grilled, juicy craveability of the famous WHOPPER
sandwich.
Burger King says that “the Impossible
WHOPPER is 100 percent Whopper, zero percent beef. It features a flame-grilled
patty made from plants topped with freshly sliced tomatoes and onions, crisp
lettuce, creamy mayonnaise, ketchup and zesty pickles on a toasted sesame seed
bun.”
Chris Finazzo, President, North America,
Burger King Corporation stated “We are
really excited to be able to offer our new Impossible WHOPPER to our guests
across the country at an unbeatable value for a limited time,” … “Since we
first launched our market tests in St. Louis in April, and later in six other
markets across the country, we’ve heard great feedback and know the Impossible
WHOPPER appeals to both current guests who are already big fans of the WHOPPER
sandwich, as well as new guests who are excited about this new option.”
Currently this three-way test from Burger
King, Impossible Foods, and DoorDash is scheduled to run from August 8 to
September. Here is how the test will work: “exclusively on DoorDash and the BK
App, guests can order the Impossible Taste Test and receive both an Impossible
WHOPPER and the original WHOPPER sandwich for only $7.
To receive the $7 Impossible Taste Test
and a $0 delivery fee, customers can use code IMPOSSIBLE and order on the
DoorDash platform or through the app for Android or iOS.” This is a branded
marketing partnership that is interactive and participatory with the ability to
prove industry disruptive according to Johnson. How are you driving new electricity?
So, is your brand looking a customer
ahead? Are you looking to grow business
like you did yesterday or do you want tomorrow customers? Just where is your
brand headed? Are you building a larger share of stomach or a larger share of
Top of Mind or both?
Johnson stated “that in my minds-eye the
new electricity must be very efficient for the supply chain and includes such
things as fresh foods, plant based
foods, sampling, toy’s, beer,
developing brands, unique urban clothing, grocerant positioning, fresh
food messaging, autonomous delivery, cashier-less retail, plates, glasses,
cash-less payments, digital hand-held marketing.
All food and beverage retailers to
survive the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food and beverages that
are portable, fresh, with differentiation that is familiar not different. Does your retail path forward look more
like yesterday than tomorrow? Why?
Are
you looking for a new partnership to drive sales? Are you ready for some fresh
ideations? Do your food marketing tactics look more like yesterday that
tomorrow? Visit www.FoodserviceSolutions.us for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may have the clue you need to propel your
continued success.
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