Sunday, August 15, 2021

Food Marketing Managers Magic will Drive Virtual Restaurant Growth


At a time when chain restaurant marketing managers have been handcuffed on brand messaging looking at the present, the past and future it’s hard to decide on what consumers want or need to hear with dinning restriction ranging from wide open in some states too limited hours and spacing restrictions in other states.

Chain marketing managers withing with virtual restaurants have an open playing field to develop brands without a past, that can evolve focused on the wants and needs of today’s customers seeking food discovery, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Regular readers of this blog know that Dickey’s Barbecue Restaurants has developed a virtual concept, called, Wing Boss.  Now the marketing managers for Wing Boss have partnered with Keurig Dr Pepper to feature Dr Pepper Barbecue Sauce, just in time for National Chicken Wing Day. 

Now, wing lovers can douse their boss-sized drums and flappers in a sweet, smoky sauce inspired by the legendary flavored soft drink. According to Johnson, “this shows the value of co-branding to help drive growth of a start-up. Edifying a young brand with a legacy CPG brand adds incremental value for customer and each brand.”

Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. stated, “We are thrilled to offer such a fun and delicious sauce to our Wing Boss fans,” …  “It’s especially exciting because we’re teaming up with another iconic, Dallas-based brand – Keurig Dr Pepper. We hope this is just the beginning of more tasty collaborations to come.”

Yet, there is more, in addition to launching the new sauce, Wing Boss is offering free delivery on all orders over $10. Plus, guests receive free seasoned or Cajun fries with the code “FREEFRIES,” and $5 off any order over $25 with the code “5OFF25.”

Available in Combos or By The Piece, wing fans can indulge in boss-sized hickory-smoked bone-in wings or boneless chicken wings and wash them down with their favorite beverage – including exciting signature drinks. Wing Boss will also offer Group Packs for fans who want to bring larger orders home.

Brand manager of virtual restaurant brands have the ability to experiment with branded messaging unencumbered a brands tradition, industry constraints, or channel restrictions according to Johnson.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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