Limited-service brands today are increasingly trying to figure out how to effectively market to their older customers while continuing to attract Gen Y/Millennial (born between 1980 and 1994) and Gen Z (born after 1994) customers.
The burger segment could learn a thing or two from its more malleable brother, the sandwich. Despite the surge of better-burger companies, consumers are not as satisfied with burger brands as they are sandwich concepts, according to a quick-service restaurant benchmark study from Empathica Inc., a Mindshare Technologies company.
Technomic has announced the winners of the 2014 Chain Restaurant Consumers' Choice Awards, which are based on consumer responses to the research and consulting firm's ongoing brand study.
Lippincott, a brand strategy and design firm, and Hill Holliday, a full-service advertising and marketing agency, released “Welcome to the Human Era,” a report that examines the fundamental decline of consumer trust and the subsequent shift in how brands need to act to garner lasting connections with their customers. The report highlights key characteristics of Human Era brands and defines the behaviors of companies both big and small that are able to break through in this new environment. The full report can be accessed here.
Empathica, a global provider of Customer Experience Management (CEM) solutions to multiunit enterprises, released burger brand findings from the 2013 Quick Service Restaurant Benchmark Study, which surveyed 10,000 U.S. consumers and determined brand rankings in categories such as food, staff, and atmosphere, as well as the drivers behind social media engagement and loyalty.
Though not new, secret and hidden menus have taken hold in recent years as social media–savvy diners share off-the-menu experiences with potentially viral audiences.
And today, more quick-service brands are finding that a secret menu can offer guests a fun and unique experience worth coming back for.
The Double-Double Burger from In-N-Out was ranked the “Top Fast-Food Burger” in a crowd-sourced ranking from more than 3,000 fast food customers, according to Ranker.com.
Millennials are unique. They communicate differently, are self-expressive, confident, liberal, upbeat, and open to change. But marketing to them can be a challenge.
This group (ages 19-34) has a distinct perspective on dining occasions, placing more value on attributes like social responsibility, sustainability, local, and organic, grass-fed, and hormone-free offerings. They foster emotional connections to brands and their loyalty stems beyond experience.
Even companies with no plans to expand into China may find the world’s most populated country hard to ignore.
Take, for instance, In-N-Out Burger Inc., the Irvine, California-based burger enterprise with 277 locations in California, Arizona, Nevada, Utah, and Texas. The privately owned hamburger chain boasts a cult-like following of its limited menu, featuring the trademarked Double-Double (two patties, two slices of cheese), Animal Style (mustard-cooked patty with extra sauce, pickle, and grilled onions), and Protein Style burgers (burgers wrapped in lettuce, without the bun).
Read More About
Reporting by Blair Chancey, Sam Oches, Daniel P. Smith, Robin Van Tan, Barney Wolf & Lori Zanteson
1. BK Sold to Brazilian Investors
Becoming the decade’s biggest restaurant buyout, No. 3 burger chain Burger King Corp. was acquired by 3G Capital, a New York firm backed by Brazilian investors, for $3.3 billion in September. —BC
2. The Food Truck Obsession