My year-end top brand stories recap was well received last year, and I decided to do it again. I’ll break from my usual Q&A format to recap this year’s most important brand developments in fast food.
Denise Lee Yohn
Q: What are the best ways to promote a new menu item?
A: Product innovation is no longer simply a positioning strategy; it's become a necessity for all quick serves. So it's smart to look into introducing a new menu item.
Q: A Whole Foods just opened a block down the street. Should I be worried?
A: Yes! While a nearby Whole Foods is likely to draw traffic and attract higher-income customers to your area, it's also likely to steal sales from your restaurant. People now perceive grocery stores, including Whole Foods, Trader Joe's, and even standard chains like Kroger and Safeway, as more convenient, more affordable, and higher quality than quick-serve restaurants.
Q: What does it take to get good publicity for my company?
A: Just like every other marketing tactic, public relations has undergone significant changes in recent years. No longer can you simply send out a catchy media advisory and expect to get press coverage for your news.
Q: I've been hearing so much about Millennials lately. Do I really need to pay attention?
Q: Why is having a clear purpose and principles important to brand building?
Q: While using Facebook and other social media networks, which is the best method and what works the most effectively?
Q: I've got a solid logo and look for my business, an ad campaign that works pretty reliably, and a good following on Facebook. What can I do to take my brand to the next level?
A: Try this: Imagine your brand as a source of light. In an ideal world, the light of your brand would shine brightly and directly on your intended customers so they could see very clearly all the wonderful value that your brand offers them.
Q: What's the right way to handle a negative online review?
A: If you're like most restaurateurs, you're a perfectionist. So a negative review on Yelp or Trip Advisor can really sting.
A particularly harsh comment can even prompt you to experience some of the stages of grief: denial, anger, depression. But, just as you would deal with grief, you have to get to acceptance at some point—and the sooner, the better.
Q: You've got a popular concept with a few locations in one market, and you're looking to expand into a new market. What's the best way to do so?
A: Expanding into a new market can be both risky and rewarding, but there are a few ways you can increase your odds of success.