Tuesday, June 1, 2021

FAT Brands Refreshes Beverage Partnership for Customer Relevance


If success does leave clues and it does.  One thing is clear, FAT Brands, continues to expand its brand reach by elevating customer relevance while looking a customer ahead focusing on consumers valued touchpoints.  When was the time you looked at your soda selections? 

Remember consumers are dynamic not static.  If you have had the same selection of soda pop for the past 25 years?  Maybe that’s a bit to long or so says Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. It just might be time to let your customers have a new taste of soda, and allow yourself to taste success once again.

Consumers are dynamic not static and flavor preferences evolve from Gen Z to Millennials, to Boomers and everyone in-between.  Many restaurants take for granted the profit margins from selling fountain soda.  Even more daily and weekly check the calibration of the soda machine to ensure that there is no ‘over or under pour ensuring those margins, quality, and consistency according to Johnson. 

However, it just might be time to take a look at your soda provider and the flavor profiles that they offer that your consumer base might like more than your current offering. Why? Because it might be better for you, your customers and the bottom-line.

Here is a clue from Fat Brands; they announced an exclusive beverage partnership with PepsiCo, Inc.. Building on the relationship PepsiCo has with Hurricane Grill & Wings, Yalla Mediterranean, and Ponderosa and Bonanza Steakhouses, FAT Brands is expanding its beverage partnership with PepsiCo to include the Fatburger, Johnny Rockets, Elevation Burger, Buffalo’s Cafe and Buffalo’s Express brands. There is a reason for that.

Battle for Share of Stomach

So, under the new agreement, domestic FAT Brands restaurants will offer patrons up to a dozen popular beverage choices from the diverse PepsiCo portfolio including Pepsi, Diet Pepsi, MTN DEW, Brisk Iced Tea, Tropicana Fruit Punch and Dr. Pepper through its bottling partnership in most markets. The two companies also will debut new, brand-specific offerings at the restaurant level, such as a new Fatburger Lemonade, as well as a variety of culinary innovations leveraging options from the PepsiCo food and snacks lineup. In addition, many franchisees will expand their bottle and can offerings of soft drinks and AQUAFINA, and leverage PepsiCo’s digital expertise to further build upon their takeout/delivery business as consumer demand has increased.

Andy Wiederhorn, CEO of FAT Brands, stated “We’ve had a strong, dynamic relationship for many years, so we’re pleased to offer even more of our FAT Brands’ guests fan-classics from PepsiCo, in addition to exciting new offerings”. …“At the same time, we’re embracing flexibility for customization and brand innovation based on the needs of each of our unique restaurant brands and their identity. This collaboration will enable our restaurants to deliver even more fresh, authentic and tasty experiences to consumers.”

Hugh Roth, Chief Customer Officer, PepsiCo Foodservice, stated, “At PepsiCo, we offer a diverse array of choices across our food and beverage portfolio to bring smiles to people’s faces and meet their individual tastes and preferences,” .. “Our holistic partnership with FAT Brands boosts our shared ability to deliver the best and most modern consumer experiences by enhancing its restaurants’ range of delicious dishes with our breadth of beloved brands. We look forward to working together to deliver an unrivaled level of growth.”

Get this last weekend, Fatburger, Johnny Rockets and Elevation Burger are embracing the newest piece of the #BetterWithPepsi campaign by encouraging burger lovers to celebrate National Hamburger Day on May 28. Pepsi is inviting consumers to score a Pepsi in either one of two ways:

Sharing a photo of themselves with a Pepsi and any burger of their choice purchased that day – even burgers from restaurants that don’t serve Pepsi – on Twitter, Instagram or Facebook with the hashtag #BetterWithPepsi. Then, the brand will reach out to verify the consumer’s associated receipt(s) that clearly show a burger and a Pepsi purchase.

How is your soda provider helping you garner incremental customer relevance, top-line sales, and bottom-line profits? Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.

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