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ANA: What Are Fast Food Brands Doing to Differentiate Themselves
Manuela Walfenzao| 24 de julio de 2017
Experiencia en un restaurante totalmente oscuro para resaltar el olor y textura del Dark Roast de Tim Horton's
The Association of National Advertisers (ANA) wrote on its portal five ways for fast food brands to differentiate themselves from their competition and engage their consumers. They gave the example of brands like Taco Bell, Dunkin’ Donuts, Tim Hortons, Carvel Ice Cream and McDonald’s.Taco Bell must always be true to their brand mission of being available, accessible, fast and affordable. But according to ANA, Taco Bell can use creativity and cultural relevance to behave and be a powerful independent brand. An example of this has been Carvel Ice Cream, an 80-year-old brand, that managed to improve its relevance in a highly digital world, by sharing how it uses content marketing, social media, and pop culture icons to surprise and delight fans.Dunkin’ Donuts clients are loyal, but some could buy coffee in other companies or make it at home. Through a loyalty app, the company keeps its consumers engaged and motivated.On the other hand, for the launch of Tim Horton’s Dark Roast coffee, clients were invited to try out this flavor in an entirely “blacked-out” restaurant which heightened its smell and texture. This type of sensation and experience are great strategies, according to ANA, to engage customers.To reconnect with its Millennial audience, McDonald’s launched a 24-hour campaign that included interactive events in 24 cities around the world.
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