If you have ever worked on an "eating out" brand, you probably are aware of the way in which food/restaurant chains are often positioned and grouped. The difference from fast food and fast casual. It seems that these groupings are slowly losing their meaning. Do consumer see a difference between "semi-upscale" fast food like Panera and "everyday" fast food like BK's? The consumer is looking for innovation and it seems like it is anyone's game if you can capture the imagination and attention of the consumer. Trading up is the opportunity in every action you take.
(excerpt from Adage)The world's most-expensive burger -- at $190 a pop -- is not to be found in an exclusive Manhattan restaurant, but in a tiny branch of Burger King in West London. Determined to show the world that it takes meat quality seriously, the fast-food chain is marketing a limited-edition gastronomic glory available once a week, Thursdays only, in this single location. All proceeds go to a local children's charity. "The idea is to change perceptions by pushing the envelope to raise awareness of our ambitions," said Mark Dowding, Burger King's head of product and innovation for Europe, the Middle East and Africa. "We have emphasized the quality to create noise and interest in the market."
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