Key Link in the Fast Food Chain

It’s almost expected to hear that the recession is the cause of our new problems we come onto today, from the skimping of purchasing decisions to everything that is wrong currently with unemployment rates and job freezes. Looking at a different side of this economic downturn, there has been a sharp shift in the food industry as fast food has become the primary focal point of the average American consumer looking to get the most out of their dollar. According to a recently released survey study from Zagat for 2009, 43% of people are eating out less, where when they do eat out, burgers have been shown to be a dominant choice among consumers dining out.

Here, advertising does what it does best for these quick service restaurants; it creates a seamlessly light and impactful response from the consumer that produces a feeling only the human body can invoke–Raw Hunger. In one form or another, the instinctive drive of humans since the beginning for the most food for the least loss and effort has become the primary impulse when making the choice in food purchases. Pizza delivery sales have fallen to the mercy of frozen pizza at the grocery market, while the penetration of the American hamburger over a dynamic food market has made its mark as a commonplace menu item. The recession is adapting to the needs of the customer, where fast food chains everywhere have recognized that having the best burger at the best cost is by all means a must. Ensuing from this is the premium burger war that demands the beefiest burger with the freshest ingredients at a price lower than competitors, with 41% of Americans eating burgers at least once a week, while 21% more of Americans are eating burgers compared to two years ago.

Fast food chains have upped the ante with customers in catering to them a burger that represents a statement of tasteful confidence while offering the most bang for their buck. Everyone wants a piece of the action, with franchises like Burger King and Carl’s Jr. pouring out their piggy banks for advertising expenditures and the remodeling of restaurants to present a new image and refined service. After eighteen months of testing, BK has decided to keep their Double Cheeseburger at $1, putting them in front of McDonalds Double Cheeseburger and Wendy’s Double Stack on the value front. Though some chains are experiencing the roughness of the trough, print and TV spot advertising in addition to social media incorporation have been working against the grain of recessionary effects. Among the chains, Carl’s Jr. has had a decrease in same-store sales by just over 3%, despite their success with their new value burger, the Big Karl. Other recent strategies that have drawn attention include Wendy’s ‚ Real food campaign, as well as Denny’s Better Burgers that are hand pressed and meant to be served rather than on the run. Burger King has taken an interesting route with their Whopper Bars, a spinoff the original restaurant but overhauled to a more upscale bar-like appearance emphasizing a whole new level of customization with a contemporary and modern feel, courtesy of Crispin Porter + Bogusky.

The quick service premium burger has become a finely engineered piece of cow, as bigger proves to be better as far as practical pricings go. The good news is that because of fast food promotions and deals over various mediums, 54% of surveyors nationwide, from the recently released Zagat survey, are finding better deals at restaurants. Whether it is the creative visuals and supporting copy from a print ad or even if it’s the train wreck of a jingle from a commercial that gets you, fast food advertising continues to be both clever and efficient in bringing in the clientele. As the quintessential broke college student who scourges for slick deals while surfing the web on a daily but necessary basis, it has become almost natural to think of the closest burger joint when it comes to eating out–almost in a way like playing pin the tail on the donkey with a thumbtack and dollar bill where the decision we have to make isn’t only where to go or even how much we’re willing to spend, but which new ad campaign sticks the best and delves into our brain, and stomach, the most. With ad agencies going for broke, the shape of the fast food business is constantly being shaped and altered in brand perception, all with money to spare at the end of the day for the consumer.

Got to love the King.

blog comments powered by Disqus