Marketing: The Big Idea

3. next-level burger ingredients

When it comes to the components that make up a burger, consumers are interested in atypical, next-level ingredients. Think carriers like waffles in place of traditional buns, or dessert flavors (Fork and Plough in Greenville, SC, for instance, has offered a dessert burger consisting of peanut butter cookie buns, a cheesecake patty, funnel cake “onions,” chocolate pudding, and raspberry compote). On the savory side, bowls featuring typical burger ingredients also hold high appeal, and it’s worth noting that that appeal outweighs current operator adoption.

4. breakfast burgers

Yes, it’s real thing now. The concept of breakfast for dinner has been trending in recent years, and that overarching trend has given rise to breakfast burgers (think burgers topped with an egg and/or hash browns), which over 40% of consumers are interested in trying (when it comes to Millennials, though, 54% are interested in breakfast burgers). However, only 20% of operators are currently offering them, showing that there’s an opportunity to capitalize on breakfast burgers as the demand isn’t being fully met.

5. creative condiments

While ketchup still holds the top spot for most-loved condiment, other next level condiments are on the rise. Look for opportunities to leverage creative condiments such as maple syrup for a sweet breakfast-forward take or honey (spicy hot honey, which we highlighted in Trend Watch: Condiments, is a current trend that’s taking off in foodservice).

Marketing The big idea

Sometimes you need to think outside of the box, and look up to the sky, to come up with a perfect marketing campaign.

Take note of these successful marketing stunts ... Then find a way to turn them around into something you can use in your own restaurant.

FREE TACOS ANYONE?

Taco Bell gave out free tacos in honor of the “taco moon”. The chained claimed that on May 4, the moon was forecasted to be shaped “exactly” like one of their beloved tacos. Anyone who went onto the Taco Bell app and was signed up for rewards while the moon was up was rewarded with a free taco. The brand’s larger “I See A Taco” campaign is expected to last two or three years as a platform to help consumers see the taco lookalikes that exist around the world, transcending borders and cultures, Montgomery explained. For hints at where the effort could go next, he noted that the London Eye, bridges around the world and the glasses of “Harry Potter” character Dumbledore all have the same shape.

REWARDING COVID SHOTS

Over the past year we’ve seen restaurants tie their marketing campaigns to various stages of the pandemic. And the vaccination stage is no different. Show your vaccination card at any U.S. Krispy Kreme location and you’ll be rewarded with a free glazed doughnut. Krispy Kreme said it hopes other companies make similar moves. “(We) have the opportunity to do something to reach a broader audience in a way that is maybe somewhat commercial but also is just a good thing to do,” said Chief Marketing Officer Dave Skenna. “This is one of those situations where we’d love to be copied over and over again.”

LOYALTY REWARDS- THEY DO WORK

According to a recent report from Paytronix Systems, diners who are members of loyalty programs spent more than twice as much on takeout in 2020 than those who are not part of a loyalty program.

Here for a Limited Time!

The upcoming summer months are providing us with ample opportunities to launch some great Limited Time Offers (LTOs). Stretch your imagination to come up come new creatives for celebrating any of these days. Celebrate Fathers Day with an LTO menu created just for him (burgers and beer anyone?). Students have been through one of their most difficult years this year, and a graduation reward would certainly boost them up! (hint: sweet treats always work with kids!) Base an LTO on Strawberries are ripe for the picking across Canada in June And of course there’s Canada Day. Get your game plan ready to offer come real Canadian fare. No matter how you do your LTOs this summer, make them great! We’ve all been through a rough year, customers and operators alike. Now is the time to get those customers back into your restaurant, enjoy good food, and great friends, all under the summer sun.

JUNE

Celebrate the Graduates month June 1: World Milk Day June 3: National Egg Day June 4: National Cheese Day June 7: National Doughnut Day & National Chocolate Ice Cream Day June 9: National Strawberry-Rhubarb Pie Day June 10: National Iced Tea Day June 12: International Falafel Day June 14: National Strawberry Shortcake Day June 15: National Lobster Day June 16: National Fudge Day June 17: Eat All Your Veggies Day June 18: International Sushi Day June 20: Father’s Day June 20: First Day of Summer June 21: National Smoothie Day June 22: National Onion Rings Day June 25: National Catfish Day June 28: National Ceviche Day June 30: National Ice Cream Soda Day

JULY

July 1: Canada Day Celebrate all month with some Canadian fare. Poutine anyone? July 7: World Chocolate Day July13: National French Fry Day July 19: National Ice Cream Day July 29: National Chicken Wing Day

AUGUST

Aug. 1: Food Day Canada Aug. 3: Civic Holiday Aug. 4: National Chocolate Chip Cookie Day Aug. 6: International Beer Day Aug. 10: National S’mores Day Aug. 24: National Waffle Day

SEPTEMBER

Sept. 1: Pumpkin spice season begins Sept. 5: International Bacon Day Sept. 7: Labour Day Sept. 7: National Beer Lover’s Day Sept. 18: National Cheeseburger Day Sept. 29: National Coffee Day