Gone are the days of generic overcooked hot dogs and soggy nachos at sporting events. Quick-serve restaurants are expanding their reach to offer basketball, football, and other sports’ fans more familiar, branded foods at stadiums and arenas.
Jennifer Goforth Gregory
Most people are familiar with the process of getting a home or car loan. But for franchisees hoping to finance their first restaurant, fifth location, or even a remodeling project, securing a loan is a totally different ball game, one that can be difficult to navigate.
Though pizza may still be the food of choice for customers wanting something delivered to their door, brands from all categories within the limited-service industry are trying their hand at delivery.
Even one of the biggest concepts in quick service, Burger King, has jumped on the delivery bandwagon by offering the BK Delivers service in select markets around the country, including New York City, Miami, Los Angeles, and other major cities.
Consumers are bombarded with advertisements every day, from commercials during their favorite TV shows to sponsored Facebook ads on their newsfeed.
Rather than getting lost in the shuffle, limited-service brands are looking to a new approach to marketing to increase their brand awareness and build trust with consumers: content marketing.
Content marketing goes beyond the traditional promotions, menu development shout-outs, and marketing campaigns and provides a brand’s customers with content and information that they actually need and want.
With the media and industry experts touting the importance of executive transparency, many brands and leaders are placing a greater emphasis on being open both with their staff and customers. But while the definition of transparency may seem as simple as being honest about actions and motivations, putting it into practice in the quick-service and fast-casual environment can be complex and challenging, especially when it comes to striking the balance between oversharing and secrecy.
For years, Dairy Queen has been synonymous with Blizzards and other ice cream treats. This summer, however, it ventured from the norm with a new advertising campaign that increased awareness of food products while connecting emotionally with customers.
“Through research, we found that consumers see Dairy Queen as a bit of an underdog in the corporate fast-food world, and as genuine fans of our brand, they want us to succeed,” says Barry Westrum, executive vice president of marketing at American Dairy Queen Corp.
Customers continue to place a premium on value, and several quick-service and fast-casual brands have found that an engaging and effective loyalty program can be one of the best ways to achieve a value position without simply slashing prices.
But loyalty programs aren’t a one-and-done process. Not only do they take time to create, craft, and hone, but to squeeze the most out of them as possible and keep customers coming back for more, loyalty programs also require frequent updating, revamping, and overhauling.