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Brand Awareness in Fast Food industry: two different methods to increase it.

15 Dec

In the marketing world the new trend is involving the customer in the communication of the brand.

The customer could be the main actor of a communication campaign or get the right of choosing the newest product that will be developed by the company.

These types of strategies are developed by firms in order to developed brand awareness, which is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.

We will see that fast food industry is always more innovative in order to develop brand awareness and targeted market. We will study two examples that could be considered as models in this type of situation.

Quick is doing for example “Battle de Burger” several times per year, they submitted a choice of two new burgers that customers can try for a short-time period. Then they are invited to vote for the one they prefer. Like this the winning burger will be on Quick’s menus.

This method enables Quick to increase their number of customers, especially because being on the center of such a process is always interesting. Moreover it allows them to link new customers with their website and this collect data.

We have also to underlined that Mc Donald will take back this idea for the launch of special Hamburgers in January. Indeed for the need of a new communication they will take the same principle to promote the novelties.

Mc Donald on contrary has rather liked to develop a cross-media operation in order to increase brand awareness. Effectively they relaunch in November the Monopoly operation, but with specificity this year. Indeed Mc Donald made a partnership with youtube in order to be more visible on the Internet; they also enable customers to post their wins and losses on facebook and twitter. With such a strategy they increased the number of clicks on the devoted platform and then brand awareness.

Monopoly Mc Donald

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Creating Customer Loyalty

20 Nov

Brand Awareness & Loyalty

20 Nov

Fast food restaurants are now available in shopping malls, airports, schools and universities, petrol stations as well as in hospital cafeterias. The ones that offer quality, varied menus, modern and comfortable ambience, and highly efficient catering services will successfully create consumers awareness.

Take McDonald’s: capitalizing on brand recognition, it is known for selling consistent, simple, low-priced American food, and serves 52 million people every day. Consequently, McDonald’s is one of the most recognizable brands in the world. The introduction of the clown Ronald McDonald in 1963 marked the beginning of McDonald’s instilling brand loyalty in customers.

Below is a conceptual framework of customer loyalty; three main variables contribute to a significant positive influence on customers’ loyalty: product quality, customer satisfaction and brand trust (necessary for any long-term relationship):

Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand association memory. We can therefore present the following conceptual framework:

Brand association is the most important variable that affects brand loyalty; brand awareness affect brand loyalty via brand associations.

Foreigners’ Behavior

18 Nov

Foreign families traveling together, or even single adults will be tempted to take a meal on the run. The larger chains benefit greatly from it due to brand loyalty and equity. If a brand is well known, traveling consumers will be more likely to use the establishment as a safety net, especially when traveling with children. Their expectations are also significant: the same quality of service that is found in their home country is expected everywhere else.

What are consumers’ expectations while visiting fast food establishments?

18 Nov

First of all, proximity is expected: there are fast food signs reminding customers they are forever present.

The other expectation from customers is fast service: French do not enjoy spending too long waiting for a meal anymore. It is estimated that today the French take approximately 17 minutes for breakfast, 33 minutes for lunch, and 38 minutes for dinner. In total, the average French person is expected to spend around 88 minutes a day eating. The interesting fact is that an American will spend on average 90 minutes per day eating. This allows us to conclude that neither Americans, nor the French have the time to spare during the day to simply eat.

The most important expectation of the French consumer is the link that exists between price and quality. However, by fast food standards, the French are willing to pay a premium. If we take a look at the Big Mac Index (a metric that compares the price of a Big Mac across various nations in the world in an attempt to present purchasing power parity), we can see that the French pay more than what consumers pay in the US. Consumers in France are willing to spend up to $9 in food at McDonald’s, compared to between $4 and $6 by their American counterparts. These facts confirm the correlation between price and quality.

Finally, we have liberty and conviviality. There are very few constraints in fast food restaurants (you can do what you would not dare at a formal restaurant, or at someone’s residence); it is also a place where children are welcome. Fast food establishments are changing their landscape by becoming places where families can come and share together. Family life is part of the fast food chains’ Marketing Strategy.

The French Consumer

18 Nov

Let’s describe the French consumers and define some of the main characteristics and expectations they have regarding their dining experiences.

Everybody knows that the French are very proud and narcissistic of their culinary tradition; Michelin is the “Bible” of French cuisine for diners, and classifies the best establishments for fine dining, with rankings and grades. The new French approach to cooking and food presentation appeared in 1973; it is called Nouvelle Cuisine, and is characterized by lighter, more delicate dishes and an increased emphasis on presentation (freedom to surprise). The fear of loss and the globalization have created this new passion in gastronomy.

The French began to change their eating habits towards the mid 1960s’; they truly began to see a need to eat in a hurry, as they had to adapt to new patterns of societal norms. Even though the French could potentially accept fast food, quality and excellence had to be at the order of the day. In fact, the eruption of diseases like the Mad Cow in Europe proved an opportunity to learn more about the discriminate taste of the French: they increasingly went organic as fears over these diseases, and US-style fast food raised new awareness about eating habits. This shift in French consumers’ behavior helps to explain why McDonald’s France opened its doors to the media during this particular time to make visits to their kitchens: they wanted to reassure their clientele that they were being proactive regarding the potential dangers of these diseases.

In many cases, the consumption of fast food product is the result of a response to the moment of consumption (it all depends on the present need). For instance, a corporate executive at La Defense might be able to take a quick sandwich at a nearby outlet, but take his kids to McDonald’s on Saturday to spend time with them.

 

From “Nouvelle Cuisine” approach…..

 

….. to the Fast Food trend.