Spend Less Here (Trade Down) - The `New’ Fast Food Mantra
This weekend I was watching some sports on TV when the `new’ Burger King ad with the King came on the screen. Anything with the KING gets my attention. This one began with a `consumer’ holding a BK sandwich, who evidently `finds’ money in his pocket (that shouldn’t be there) and he is complaining about this to a policeman. The policeman says `reverse pickpocket’ and asks for a description - which, while being given by the `consumer’ results in the classic `THERE HE IS’ - cops and `robbers’ chase.
Off to the races goes The King crossing over a busy street while evading the law. Only to be SMASHED by a yellow cab. (With an impact that could easily kill a real person and you the observer literally feel it.) Yes, the first viewing had my full attention and brought amusement in addition to the message of BK itself — you can save money by eating with us. Expect to see more of the reverse pickpocket.
The BK ad ran within minutes of another FF comparison ad - this one for Capt D’s (seafood). In this one, in a parking lot aside of a Red Lobster, — customers of the RL are approached and asked how much money their meal cost. I saw two different ads on this and one said 80 dollars and the other 100 dollars - at which moment the Capt D’s renegade interviewer brings the RL party over to a makeshift area with a long folding table where Capt D’s employees crank out one meal after another and tell the RL group they could have had `all this’ and spent 40.00 less. The mantra, again; you can save money eating with us.
Which brings me to the two `fake restaurant’ ads currently in the Atlanta market being run by FF brands. The first is the *obnoxious Pizza Hut ads where it is `their pasta’ which is being served in the restaurant that evening. So, after `candid’ praise for the pasta - the `upscale’ diners `laugh’ about how they were fooled by the quality. Indeed, why would you be a fool and go to a sit down restaurant, pay thru the roof, — when you can get `restaurant quality’ delivered to your door. The mantra, you can save money here, by eating at home.
(* what is actually obnoxious is the version of the ad where the PH girl rips her `apron’ off to reveal her PH identification - she does it in a manner that somehow shouts — ~you idiots-jokes on YOU~).
OR, you can also find the other fake restaurant ad for Hardees and their Big Burger products. The idea; don’t pay 8.00 for a 4.00 burger. The mantra; you can save money by eating with us.
Finally, in Atlanta, Arby’s stores seem onto the price position with the 99 cent ArbyQ plastered (tastefully) over the store outside banners — while the Checkers down the road makes sure its customerbase knows it has 69 cent Sundays and Wednesdays.
Because of the economic uncertainty, the market for the upper middle and lower upper classes for FF restaurants is increasing. Promoting the `savings’ with quality via trading down is one approach - expect to see this even more.
Today’s Restaurant Links
How KFC Captured The China Market
http://www.chinadaily.com.cn/opinion/2008-09/16/content_7030941.htm Very interesting history of the marketing.
Blackouts in Power are Packing Restaurants That Are Open
http://www.wcpo.com/content/specials/2008/blackout_2008/story.aspx?content_id=98bd59f7-59dc-46ac-9e38-b3fcfe7b1b01 Being ready in an emergency with power and personnel.
Banning Drive-Thru’s In Madison
http://www.dailycardinal.com/article/20431 The desire by some to control others is unlimited; this is a building issue in FF.
The Proposal For a Fast Food TAX
http://network.nationalpost.com/np/blogs/fullcomment/archive/2008/09/05/187813.aspx
Who knows what is coming.
The 174 Dollar FF Meal
http://www2.highlandstoday.com/content/2008/aug/31/pulled-over/
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